CRO Marketing: Expert’s Guide on How to Get the Maximum Conversions

Every business or commercial presence online needs CRO marketing to make it work. Spending resources to drive traffic to your website and expecting the sales rep team to close the deal, is just one side of the coin.

But making it easier for people to click on your desired actions, and have them coming back for more is a whole other game. Getting the most out of website traffic and existing leads allows a company to push itself to new heights and revenue opportunities.

CRO in marketing pays huge dividends on your investment if done correctly. With a fantastic CRO strategy in place, a company can evolve and channel its trajectory towards long-term sustainability and continuous growth.

In this conversion rate optimisation blog, we will be sharing with you how successful companies have made big bucks and how you can implement those winning strategies to your site as well.

What is CRO Marketing?

CRO Marketing is a strategic process that focuses on improving a website to increase the number of people who take action.

CRO stands for “Conversion rate optimization”, which means improvising your website to draw more clients. SEO efforts are well repaid with a conversion optimization strategy that makes the traffic stick around and results in website conversions.

How to Calculate CVR (Conversion Rate)?

Calculating the conversion rate depends on your chosen KPIs (key performance indicators). It could be the number of downloads, sales, subscriptions, or whatever your website provides.

No matter the type, the formula for calculating the conversion rate remains the same:

Why do you need CRO Marketing?

At the end of the day, buyer conversion is all that matters. Let’s say you have a website that brings in a good amount of visitors. But if none of them are converting or making a purchase, then all your SEO efforts might go to waste. 

Conversion optimization works on what you already have and focuses on capitalizing existing assets to generate more conversions.
CRO marketing brings tremendous benefits to your business such as:

• Maximum revenue generation
• Reduce costs to obtain conversions
• Providing more value to existing clients
• Enhance User experience (UX)
• Grows Brand affinity

But remember, CRO starts when you already have an existing website traffic. Otherwise, you should focus on your search engine optimization (SEO), content marketing, and traffic generation.

Develop CRO marketing strategy / CRO strategies / CRO Best Practices

Here are some winning and proven strategies by experts to optimize your conversion rates. 

We have divided these strategies into two parts:

1. CRO Audit
2. CRO Strategy Development

Part 1: CRO Audit

Identify Conversion Type

You need to define what your conversion type is for measurable results. 

Website conversions can be anything of value to the company, which includes:

• Sales / Making a purchase
• Clicking on an Ad
• Business calls
• Appointments
• Subscribing to newsletter
• Filling a form
• Subscribing to a Pricing Plan
• Signing up for an event
• Downloading an App or eBook
• Converting from free to paid 
• And more!

Once you have your conversion types, use them to define your Key Performance indicators (KPIs).

Outline small wins

After you have defined your major KPIs, you need to outline all other desirable actions that are still valuable. Although these small wins do not guarantee a boost in revenue, they still play their role in your sales funnel.

This could be an upvote, click-through rate (CTR), recurring visitors, number of shares on social media, etc.

Map Customer Journey

First, you need to identify problems/roadblocks in your website that are preventing you from generating the revenue you deserve.

We need some measurable data to determine how the customers perceive our brand and how they interact with it. So we need to collect and analyze data to identify customers that are most likely to convert.

This data includes:

• Demographics (gender, age, income bracket)
• Psychographics (aspirations, behaviors)
• Geographics (location, populace)
• Interests
• Occupations
• Priorities
• Needs

For a more granular view of customer behavior, try to divide these factors into segments and sub-segments. You can create a persona list for precise targeting and a laser-focused marketing approach to those customers who are most likely to convert. 

The personal list will help you create marketing personas which are fictional people based on real customer data.

Make use of Google Analytics and Heatmaps

Install and use Google Analytics, heatmaps, and other CRO web analytics (if not already). Let your website run its course for a month or two, and then observe its performance.

Use this data to prioritize converting aspects of your website. Try to deduce what pages get the highest traffic, bounce rate, impressions, etc. These pages are “low-hanging fruits” because they provide maximum value (revenue) and require minimal effort. 

The most obvious conversion funnel analytics are Ad clicks, website views, SEO rankings, conversion rate, and more.

Come up with a Hypothesis

After a thorough analysis of all preliminary information, you can easily come up with a plan that could improve your conversion rate.

Part Two: CRO Strategy Development

Make your CTA appealing, visible, and exciting 

The placement, message, and design of your CTA make a hell of an impression.

Your CTA message should have an exciting hook to it, the one that captures people’s interests. A strategic placement of multiple CTAs across the web page can bring conversions at any point. 

But remember the message should be consistent throughout the page, and must not irritate/confuse the reader. 

Perform A/B testing to experiment with different wording and vibrant color schemes to select the one that creates an impression, then stick with it. Try sprinkling a recurring CTA to remind the user about what you are offering, and then pose a button that leads him to conversion.

Improve your website’s messaging

Your website content should be welcoming and useful to the user. As the users continue to read your content, they should engage and feel like they are in the right place. 

Your content should provide lots of value to the users, address audience needs, and offer solutions.

Update information when needed, keep the message clear, and experiment with different ways to keep your audience engaged with your content.

Target high-intent users — as they are close to conversion and are very valuable. Seek insights about what works best for them and tailor your content accordingly.

Contact WebDigitalSphere for eCommerce content optimization services for a better UI and UX for your store.

Add lead flows on your pages

Another ground-breaking factor for optimizing your conversion rate is adding lead flows. These lead flows are supporting pop-ups designed to attract user’s attention and make them complete an action.

Depending on the offer, you can choose to add a slide-in box, drop-down banner, short form, or any exciting pop-up.

It can increase your conversions by multi-folds.

Create a Killer Landing Page Campaign

CRO Landing pages are one of the most rewarding parts of your marketing toolkit, and they demand appropriate attention.

This is where visitors become customers — the most noticeable quality is to keep the message of your landing page consistent with your campaigns.

This is where you deliver on your promise. When you have made a good offer on your website page that solves a user’s problem, a landing page should fulfill that promise. This consistency reels in a lot of high-intent customers.

Optimize your website’s user experience (UX)

Website visitors tend to bounce back from a website after 3-5 seconds of unresponsiveness. 

Optimizing user experience (UX) is a deciding factor in converting leads on a website. This requires all the effort you can put into it, to make it easier for prospects to engage with your website.

Providing a great user or visitor experience begins with these performance optimization techniques:

• Implementing easy navigation for optimal user flow — allows customers to access information and spend more time on the website.
• Fluid redirection — quick redirections make users stick to your website. Thus avoiding irritation and lowering the bounce rate.
• Improving user interface — optimize website layout by displaying key information and interesting content in priority areas
• Use live-chat support — respond to queries during inactive times to keep the prospect engaged.
• Add site-search and use pop-ups sparingly (try not to overdo it – use in moderation)
• Fast loading pages — quick loading times prevent frustration and keep the users hooked by enhancing and optimizing the render cache.
• Mobile responsiveness — Optimize functionality for mobile casts a wider net of prospects/audience, more accessibility, and hence more conversions.

All these impact user experience and create lasting impressions. These are some baselines that must be met for the brand’s credibility and acts as lead magnets. Websites with good user experience tend to minimize the friction between the offer and the customer.

Make efforts for easier fan-to-customer transitions, as it draws in a lot of the audience that wants to convert (before they lose interest or get irritated by website performance.)

Turbo-charge your website’s UX with WebDigitalSphere’s website optimisation services. Make it easier for your visitors to buy from you and come back for more.

 Integrate Social Proof

Adding customer reviews, testimonials, case studies, and awards, and displaying the latest business activities can build trust and credibility.

User-generated content is now the majority factor in driving sales – prospects are more interested in hearing the opinions of people rather than commercials.

As a matter of fact, businesses have reported an increase in their conversions by 15% due to this strategy.

 Perform A/B Testing and Multivariate testing

After all, CRO is all about experimentation. The best and proven way to do so is through AB testing and multivariate testing.

All of the strategies discussed above can be supported with these tests, allowing you to select the version that works best for conversions.

CRO testing is done best with these two:

CRO AB Testing is also known as a split test. This allows you to directly compare different elements of two web pages. You can use this CRO split testing to test headings, CTAs, images, Ad copy, and more, to see which one provides the most value.

Multivariate Test is used to test multiple variations of many web page elements. The goal of this tool is to see which combination of variations works best in lead generation.

It is not a one-off activity but rather, an iterative process. This way you make informed and calculated decisions.

CRO and SEO

SEO CRO goes hand-in-hand with driving conversions. After all, you can’t just implement CRO strategies without having decent traffic.

The fusion of traffic-generating methods and CRO is an unmatchable power. You will be amazed by the success you are going to have with lead generation.

CRO Best Practices

Turn leads into MQLs

Some visitors like to cut to the chase — skip lead nurturing and speak directly to the sales rep.

Help such clients become marketing-qualified leads by providing exit-intent pop-ups. These allow them to complete actions via thoughtfully designed web pages that cater to their interests and provide immediate access.

Marketing Automation

Automated workflows are the future of CRO and can help increase your sales exponentially. Integrate marketing automation software to enable your team efforts to become highly productive and accelerate the conversion journey.

With the help of marketing automation landscape, you can:

• Send automatic emails
• Book meetings with a single click
• Send automated abandoned cart reminders
• Present dynamic content
• Segmented campaigns (targeted marketing)
• Automated testing
• Handle several leads simultaneously
• Automate repetitive tasks

A smart blend of Lead generation and marketing automation pays big time and can save lots of man-hours, costs, and resources.

Get marketing automation consulting services to see what works best for your website and how to achieve maximum conversions.

Identify and Improve Exit pages

Pinpoint exit pages and analyze every step of your conversion funnel to see what barriers your visitors have to face. 

These pages are where most of your visitors tend to bounce back and do not click or engage with your content. If your bounce rate is rather high, then you should address it immediately.

Work on such pages to add them to your conversion funnel and channel all those neglected dollars straight into your pocket.

Cost per conversion

Track how much each conversion costs you. Compare it to your website costs and decide if you are getting the right ROI for your budget.

Being mindful of your costs can help save lots of money, make the conversion process less costly, and reinvest in your CRO strategy.

CRO tools

Make full use of CRO tools to optimize your workflows and conversion process. These tools include heatmapping tools, mouse tracking tools, lead capture, research, analytics, feedback monitoring, and experimentation.

Retargeting / Remarketing

Remarket to existing customers and improve lead quality. This helps retain the customer base and allows you to capitalize on them for longer. 

Stay in touch with the latest trends and tailor your remarketing approach accordingly. 

Retarget those audiences on different platforms who left your website without clicking. This casts a wider net of opportunities for conversions.