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MARKETING SERVICE | Conversion Rate Optimization

There’s more to effective digital marketing than your typical metrics — views, interactions, traffic, and more. What matters is conversions. But are you generating enough conversions for all of the impressions and leads you bring in?

Driving traffic and clicks to your website is only half the battle. Getting more out of your existing traffic and leads can excel your business toward long-term, sustainable growth. That’s where a conversion rate optimization strategy comes in. Don’t be one of the 22% of businesses satisfied with their conversion rates, sitting only at 1 to 3% on average. It’s time you did more with each click and moved more customers along the sales funnel.

Let’s start by finding your conversion optimization rate. Consultus Digital is Toronto’s premier CRO agency, dedicated to testing and optimizing your website, implementing conversion elements, and driving a successful digital marketing strategy. Go beyond typical conversion elements like paid ads, email campaigns, link building, and influencer marketing. Discover how to convert more clicks into sales and create lasting customer relationships.

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What Is Conversion Rate Optimization?

Conversion rate optimization (CRO) is often overlooked in digital marketing. Most marketers focus on search rankings, cost per acquisition, click-through rate, and return on investment. While are essential metrics, if you stop there, you’re missing a crucial piece of the puzzle: how many leads are turning into customers?

That’s where a conversion-focused strategy comes in. Simply, you need a strategy for building a steady pipeline from click to sale. 

CRO is a fulsome, long-term strategy for understanding the customer journey, from impression and clicks to conversion actions and purchases. Whether filling out a form, watching a video, signing up for your newsletter, installing an app, or responding to a call-to-action, you need to know what actions customers take and how these enable them to move along the sales funnel.

CRO is all about understanding the customer experience — what gets customers to click, why they bounce or what compels them to stay, and what makes them convert. It’s a holistic way of looking at customers to meet their evolving needs.

How Does CRO Work?

The idea behind conversion rate optimization isn’t just getting conversions. It’s about getting maximum value from every click and impression. CRO is a retention strategy — a measure of how well you can drive prospects through the funnel and convert them into happy, loyal customers.

Think of a conversion rate as the number of purchases compared against the total number of sessions. For every 10,000 views, how many of those materialized in revenue? Your conversion rate is the ultimate, most tangible metric — the one percentage that indicates how effective your digital marketing strategy is.

In order to figure out your website’s conversion rate, you need data. Simply, the numbers don’t lie. Here’s how a data-driven conversion rate optimization strategy works:

Analytics

The quantitative data behind every conversion and optimizing this rate. Track a full suite of analytics, including:

  • Where your customers land on your site
  • How they landed—the referral channels that brought them to your site, whether directly from Search, paid ads, backlinks, and more.
  • Most visited pages
  • The features they engage with, including clicking on a button and filling out a form.
  • What they do on your site, including viewing product pages and adding items to their carts.
  • Their locations, devices, interests, and other demographics.
  • Where they end up bouncing out of your site.

People

Support analytics with qualitative data to better understand your customers and their shopping behaviours. Send out surveys and conduct user testing to find out:

  • Why did customers visit your site?
  • Which products caught their attention?
  • What do they find engaging and different from your competitors?
  • Would they refer your brand to others?
  • What pain points do they encounter?
  • How they would describe your products and services?

Why Is Conversion Rate Optimization Important?

Traffic and engagement are great stats. Unless you’ve calculated your website’s conversion rate, there isn’t a concrete measure of customers’ intent to buy and their actual purchases. Many marketers will quickly make the logical jump by attributing increased revenue to traffic — and ramp up SEO, Google Ads, social media ads, and other campaigns to keep boosting these numbers.

What happens when the numbers aren’t great? Or if they are, but revenue remains low? Conversion rate optimization is designed to solve exactly that. It’s a strategy for identifying what works and how well, or what doesn’t and why.

With over 20% of businesses not having an effective strategy for testing vital conversion elements – like landing pages – and missing out on the possibility of generating 12 times more leads (like other brands that have over 40 landing pages), see why conversion rate optimization is crucial to getting the best value out of your digital marketing strategy:

  • CRO generates “free” customers. Are people already on your site but haven’t made a purchase or completed other conversion actions? By testing and optimizing conversion elements, you can easily convert these visitors and stalled leads.
  • CRO lowers customer acquisition costs. Get more out of your ad spend by providing users with a better landing experience when they click on your ads. Give them the information they need and the ease to convert into a customer.
  • CRO helps you get to know your customers. Understand their needs and pain points, so you can address why they’ve stalled and finally convert them.
  • CRO leverages and improves existing assets like landing pages, CTA buttons, and forms. In fact, with personalized CTAs, you can see a 202% higher conversion rate. Similarly, increasing the number of landing pages from 10 to 15 can result in a 55% increase in leads.
  • CRO increases revenue. When your website and other marketing assets are fully optimized for an excellent customer experience, this data-driven approach will reduce your marketing costs while earning more.

What Are The Benefits of Conversion Rate Optimization?

Did you know that emails with just one CTA increase sales by up to 1,167%, and marketing automation drives qualified leads by 451%? And when followed up with a personalized sales call within two days, you can see conversions jump by over 200%?

These numbers are every brand’s dream — all made possible by conversion rate optimization. Beyond core digital marketing tools like SEO, PPC, and social media, you need a clear pathway for follow-through from click to purchase. CRO helps determine how well your digital marketing strategy is working and how to improve it.

From in-depth customer data to revenue, here are some of the biggest benefits of CRO:

  • Data-driven decisions: CRO allows you to make informed, data-driven decisions. With a detailed analysis of how well your website performs, you can confidently upgrade and launch new features and be certain they’ll generate more conversions.
  • Customer retention: Optimizing your conversion rate is a process of looking at how your customers interact with your site, move along the sales funnel and where leads are stalled. By learning how to address their pain points and conducting A/B testing, you can attract, convert, and retain more.
  • Outrank the competition: Find out what your competitors are doing well and how they’re scooping up your stalled leads. CRO can help enhance various strategies, including SEO and PPC, allowing you to keep customers on your site for longer and complete conversion actions.
  • Test, test, test: Conversion rate optimization is greatly informed by A/B user testing. Test, iterate, and optimize CTA buttons, forms, copy, and other conversion elements to see what customers respond to and implement the best-performing elements.
  • Increase revenue: The biggest, most tangible benefit of conversion rate optimization — increased revenue. CRO is a strategy for unlocking revenue potential by improving the customer journey to enable higher conversions and driving repeat purchases with lasting trust.
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Does My Business Need CRO?

Let’s go straight to the point: yes, you need conversion rate optimization. In fact, every business does, and it should be a core component of ongoing optimization and new campaign development cycles. With more ads, web design upgrades, and new marketing channels, you need CRO to tell you how to increase conversions and get the best value out of your digital marketing strategy.

Still not sure? Here are some telltale signs to watch out for:

  • Your conversion rates are low. The average website CRO is 2.35%, but even just a one-second delay in page load speed can reduce it by 7%.
  • Your marketing campaigns aren’t performing well, falling below industry averages and your competitor benchmarks.
  • You don’t have any or have only a few landing pages. 44% of B2B clicks direct to the homepage rather than campaign-focused landing pages that match customers’ intent to buy – only 48% of marketers build new landing pages for campaigns, meaning lots of missed opportunities.
  • Even if you have landing pages, you’re among the 20% of brands that don’t test their landing pages.
  • Your page load speed falls outside the recommended 0-4 seconds for maximizing conversion rates.
  • Your CTAs aren’t effective. They’re not strategically located, well-written, and personalized, which have a 202% higher conversion rate.
  • Your site isn’t mobile-friendly and designed for an optimal customer experience, which 57% of marketers believe is one of the most crucial aspects of CRO.

The Consultus Digital Method

At Consultus Digital, we take ownership of the entire customer journey, from click to conversion and lasting trust. We have developed a proven formula for doing that, tailored to your specific needs and goals.

Our conversion rate optimization experts in Toronto are dedicated to helping you maximize the potential of every click and generate multiple effective conversion pathways. Discover our tried and tested conversion rate optimization formula, personalized to your brand.

Baseline and Benchmark

Your custom-crafted conversion rate optimization strategy starts with baseline analytics and benchmarking. First, we’ll talk about the challenges you’re currently experiencing, your existing digital marketing strategy, and your business goals. We’ll also look at your performance against industry and direct competitor benchmarks to uncover gaps in your conversion rate.

Analytics Audit

Once we have a solid understanding of your conversion rate’s current state, we’ll dig deep into your analytics and customer journey. We’ll look at your overall website analytics, as well as landing pages, session time, bounce rate, referral channel, current web design, presence of social proofs and trust icons, CTAs, and more, to identify roadblocks to conversions.

Roadmap to Convert

Next, we’ll develop your custom conversion rate optimization strategy. Our CRO agency brings together experts across key fields, including web design, content marketing, SEO and PPC, user experience, and more, to build a solid foundation for CRO implementation.

  • CRO implementation: The work begins. Our CRO agency will implement various optimizations for web design, landing page development, content, CTA format, page loading speed, and more. We’ll approach these areas based on your custom strategy and audit results and conduct A/B testing to promote informed decisions on adoption.
  • Evaluate and optimize: At Consultus, we believe that conversion rate optimization is an ongoing process. That’s why, we don’t stop once your improved site or landing pages are live. We continuously test and refine conversion elements in response to evolving customer behaviours and preferences. Our guarantee is a scalable and sustainable CRO strategy.

How Much Does CRO Cost?

Conversion rate optimization is a fulsome strategy for continuous learning and evolving to meet customer needs, behaviours, and preferences. It’s not a one-time expense. Rather, it enables long-term testing of your digital marketing strategy and making crucial improvements to the customer experience. These make CRO an investment — and choosing the right conversion optimization agency is the key decision towards success.

Find out how much conversion rate optimization costs — and how much value it provides with every increase in conversions:

  • Scope and implementation: How big is your site, and how competitive is your industry? These questions will help our agency determine the scope of your conversion rate optimization program and the necessary upgrades to your website. We’ll count the number of pages that need to be optimized, the landing pages that need to be developed and functionalities that need to be installed, as well as create conversion tools like blog content and video testimonials.
  • Software and platforms: Conversion rate optimization is foremost data-driven and technology-focused. It’s largely informed by the tools needed to map the customer journey, your successes, and areas for improvement. CRO relies on A/B testing software, customer survey or feedback platforms, a heatmap, user testing replay software, and more.
  • A/B testing and hardcoding: CRO works because it’s heavily user-tested, resulting in data-driven insights. A major factor in its cost is running multiple A/B tests to determine the best upgrades to onsite conversion elements and hardcode these for a smooth implementation.
  • The CRO agency: Most importantly, think of the people doing the work. A conversion optimization agency is fully equipped to determine your current conversion rate, review analytics to identify customer pain points, run A/B tests, and implement your CRO program. With a project manager, conversion rate strategist, UX designer, developer, QA specialist, and an entire content team onboard, full agency support ensures the success of your CRO program.
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What Can You Expect From Conversion Rate Optimization Strategy?

Consider conversion rate optimization as a roadmap to better value for every marketing dollar, increased revenue, and customer retention. It’s a complete strategy for harnessing the full potential of all your marketing channels and achieving your business goals in the most cost-effective manner.

Unlock the power of an expert-driven CRO strategy, delivered by a trusted Toronto agency:

  • Industry benchmarking and goal-setting: Define the goals you want to achieve in line with industry benchmarks. See how your current conversion rate compares and how competitive you aim to be.
  • Analytics deep dive: A thorough review of your Google Analytics to collect historical data on your page views, session times, customer pain points and bounce factors, and overall traffic patterns set against revenue data.
  • The people factor: In line with analytics, your CRO strategy will also include qualitative data on customer experiences, informed by interviews or surveys, user testing, and chat logs and support tickets to uncover pain points and successes.
  • Develop conversion elements: The meat of conversion rate optimization — identifying and developing conversion elements, including CTA buttons, forms fields, on-page technical elements such as page loading speed, and content marketing plans, mapped against the customer journey to implement effective conversion points.
  • A/B tests: Measure iterations of expert-driven solutions to enable informed decision-making. Determine which conversion elements to launch for higher conversion rates and customer success.
  • Increased leads, conversions, revenue, and ROI: Ultimately, your CRO strategy will help you achieve your business goals. CRO provides a roadmap for maximizing conversions and follow-through with leads, resulting in increased purchases, revenue, and lasting customer relationships.

What To Look For When Hiring A CRO Agency in Toronto?

Whether you’re a smaller brand without the resources of a full-scale marketing department, or you’re too deep in your current digital marketing strategy and need a fresh, expert perspective, having the right conversion rate optimization agency makes all the difference. An expert-led, fully equipped, and agile CRO agency is your partner in maximizing your marketing spend and getting the results you need from every campaign.

Find your partner CRO agency in Toronto:

  • Set your budget and define your needs: Every brand needs conversion rate optimization, but what are your specific goals and challenges? Figuring this out helps you define the scope of the project, the length of the engagement with a CRO agency, and the cost. Choose a CRO agency that meets your needs, whether for A/B testing and UX research, analytics audit, or on a retainer basis.
  • Ask questions: Don’t be afraid to ask questions — you can never ask too many! Get to know a CRO agency by asking about its processes, platforms, people, and more. Find out their specific expertise in conversion rate optimization tools, such as web design, e-commerce web development, landing page development, email marketing, content marketing, and more.
  • Referrals and case studies: Choose a CRO agency that’s everyone’s top choice. Get referrals from other brands they’ve worked with, and ask about their processes, results, and long-term successes experienced since implementing a CRO strategy. Look at client testimonials and case studies, as well as industry rankings, profiles, and other supporting media to validate your choice.
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What Other Services Complement Conversion Rate Optimization?

Conversion rate optimization provides a full-scale view of the customer experience — a fulsome strategy for improving it. As with any strategy, it’s built on tools that make conversions possible, from the first click and getting customers on site, to checkout.

Let’s build your CRO strategy with a full suite of implementation essentials:

  • Landing page design: Streamlining the customer journey increases their potential to convert. With a clear and focused purchase path, visitors are more likely to complete desired actions and convert to happy customers. Landing pages are the best way to build this path, so start your CRO strategy with a focus on web development and design of conversion elements like CTAs and social proofs.
  • SEO and content marketing: High-quality leads are generated by meeting customers at the start of their shopping journey, with a clear intent to buy. With SEO, you can boost your keyword rankings for the most relevant searches to maximize visibility, clicks, and conversion potential. Then, nurture leads with a solid content marketing strategy to maintain interest and create multiple conversion pathways across your site and directly in customers’ inbox.
  • Paid ads: Reach a wider audience that’s ready to buy across marketing channels. With highly targeted Google Ads and Facebook Ads, you can connect with the most interested customers, funnel them to a landing page, and drive more conversions from highly qualified leads.

Why Choose Consultus Digital As Your CRO Agency?

At Consultus Digital, we take pride in being one of Toronto’s most trusted conversion rate optimization agencies. We’ve achieved this by empowering brands of all sizes and across industries with scalable and sustainable CRO strategies. The Consultus guarantee is a custom-crafted conversion rate optimization strategy, tailored to your goals.

  • A personalized approach: At Consultus, we believe no two brands are completely alike. That’s why we’re committed to delivering a personalized approach to conversion rate optimization, end-to-end. From data-driven insights to user testing-backed implementation, you can always count on a CRO strategy designed just for you.
  • The latest tech: With conversion rate optimization being so technology-focused, our Toronto agency makes sure to invest in the latest, most powerful tech for collecting and auditing analytics, conducting user testing, hosting test environments, and seamlessly implementing new and improved conversion elements on the front-end and back-end.
  • Dedicated support: At Consultus, you’ll have access to a dedicated account manager — a central point of contact throughout your CRO engagement with us. From the initial consultation to landing page development, content development, implementation, reporting, and long-term optimization, you can count on our agency’s personal touch.
  • Growth mindset: With Consultus, you can trust that your conversion rate optimization strategy will always be current and scalable. For us, CRO doesn’t stop at implementing new CTAs, landing pages, or a redesigned, conversion-focused website. We offer long-term CRO support, so you’ll always be responsive to evolving customer trends.
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