Search engine optimization (SEO) can succeed in driving traffic to your site. What about once the traffic is there, though? At that point, conversion rate optimization (CRO) allows you to turn users into buyers. Here are 7 typical campaign elements and a scenario explaining why CRO is valuable.
- What is conversion rate optimization?
- 7 typical elements of conversion optimization
- Why use website optimization? – Scenario
- The power of multi-layered marketing
What is conversation rate optimization?
As a general rule, companies want to have a lot of traffic coming through their sites. Really, though, what companies want is qualified traffic through careful search engine optimization (SEO) that will actually lead to revenue. Once these qualified users are on their site, the company wants to do its best to turn them into sales – and they want to be able to guide their effort with actual data, the realm of conversation rate optimization (CRO).
To be clear, CRO is the data-based improvement of a website to better convert users into buyers.
7 typical elements of conversion optimization
Here are seven tasks that are often a part of CRO campaigns:
- Persona research – Figuring out and specifically defining the different types of users who fit your target demographic via fictitious personas.
- Journey scenarios – Delineating the different pathways that the personas might take through your site to better understand user experience.
- Focus groups – Presenting information and assessing opinions in closed, small-group discussions to better understand users.
- Polling – Surveying to gather information directly.
- Demographic and psychographic targeting– Studying details about the user’s demographic groups, personality traits, or lifestyle choices (collected via marketing data, sales reps, polls, social media, or focus groups) to direct marketing.
- Internet psychology – You can better understand how a user is going to interact with your website when you look at studies on Web psychology (a term introduced by Nathalie Nahai in 2011 to define the behaviors and neuroscience of human-computer interaction).
- Split testing – Split testing, also called A/B testing, is splitting your traffic into two different experiences on your site to determine which of two possibilities is stronger (such as a difference in color or language).
Why use website optimization? – Scenario
To understand how valuable conversion rate optimization can be, think of the scenario of being the owner of a software-as-a-service (SaaS) company. Prior to your CRO campaign, you are successful in getting 5% of users to buy a $50 monthly subscription to your service, which means 50 new customers for every 1000 people who come through your site – totalling $2500 in revenue per month.
After a CRO campaign, you are much more successful with a pool of 1000 users, advise Neil Patel and Joseph Puntam of QuickSprout. “Suppose you optimize your site and raise your conversion rate from 5% to 7.5%,” they say. “At this rate, 1,000 visitors turns into 75 customers and $3,750 in monthly sales.”
The power of multi-layered marketing
Are you wanting to make the most out of your brand’s online presence? At Ren Scott Creative, our Multi-Layered Marketing Approach uses every medium possible to communicate with your potential customers. Learn why it just makes sense.