In this post we cover Conversion Rate Optimisation (or CRO as some people are starting to call it) and how it can be used as an integral part of an online business plan.
Robert Hufton
Some people still haven't heard of Conversion Rate Optimisation (or CRO as some people are starting to call it) and how it can be used as an integral part of an online business plan. But if you haven't performed any CRO work before, you first should start with an audit.
The term Conversion Rate Optimisation applies to any approach to optimising how users of a website, landing page or online marketing campaign convert into an action.
This is what you will find in this article:
Website conversions are a measure in Google Adwords that records the % of people converting into any action you may design for them. For example, people calling your office telephone, filling in contact forms, downloading a brochure, signing up for newsletters, taking part in a survey and anything that helps you, the owner of the business get feedback or sales from the people using your website.
CRO is predominantly applied in Pay Per Click advertising to give the marketeer insights into the success of a campaign. The term was first introduced by Google as a method to analyse the success of a campaign. From there it became industry standard term to define the goal(s) of the advertiser.
For example; if a company sells ‘red shoes’ - to yield a profit from advertising on ‘red shoes’ a marketer needs to know the profit margins on 'red shoes'. If the marketing spend is higher than the profit yielded, the marketer needs to optimise their strategy - or the company will go out of business. Obviously. By optimising for conversion, a marketeer can identify a value of a conversion, estimate how much they need spend and convert to ensure the website doesn't go bust.
CRO can also be used in Search Engine Optimisation. Even though the people finding your site on SEO usually always very different to PPC. It is still possible to segment visits and accurately gauge how users need to convert from SEO visits by simply matching the search engine title to the page H1 and core offering.
‘Content is king’. We heard this phrase years ago and it’s stuck. Engaging content with your target audience is almost as important as your customer service.
People quickly lose interest if you don't offer the information your users are after quickly. Typos are bad, as are long-winded articles that never really giving any value. And always use a good copywriter!
Poor online reviews are as important as any other element of your marketing. If people constantly voice their displeasure at your products or services, it makes it very difficult to persuade potentially new customers otherwise.
Bad reviews will mean your sales will be suffer. Good reviews on the other hand do much of the hard work for you. People trust you and are therefore likely to take action/sign up/buy or trial your software with little anxiety.
How much business was acquired by your conversions? Higher Ground believe in an end to end solution for all our customers. A typical end to end conversion to acquisition journey can run across numerous touch-points of your business. These might include:
The number one way to give you full control of conversion rates. Landing pages are custom-created pages designed to serve the user with content relevant to their search enquiry or marketing campaign source.
{{pop-up-component}}
This should align with the page content the advert is linking to
A high CTR doesn’t spell success. Be careful of marketeers trying techniques to boost their Click Through Rate. If your ad text doesn't align with your business offering, you will burn budget fast.
Be careful of marketers spending broad keywords. If the keywords don't align with your business offering, you will burn budget fast. It’s important to always use negative keywords to remove terms that aren't relevant to your business.
Always make sure the type of visitor finds the information they are looking for. Designing landing pages helps you target specific keyword audiences with a specific page.
Sounds obvious one when you write it. But when a branded campaign has numerous action points and a range of actionable UI styles, this is not always straight-forward. Make sure you are able to separate the main action colour and button style to other actions (such as content links). Make sure the content relates to the call to action and the next steps follow the call to action.
Lengthy paragraphs about your company history or anecdotal stories about how you once fitted the best solar panels to a factory roof, which made everyone free cups of tea doesn't help the user. It’s estimated you have under 15 seconds to engage with your target audience. You need to tell them exactly what you can do for them in short useful paragraphs. Anchor linking content in your page can also help users find what they are looking for - quickly. https://www.crazyegg.com/blog/why-users-leave-a-website/
Here are some more brilliant resources to help you: https://www.smashingmagazine.com/content-strategy-storytelling/
Optimizely A/B testing tool www.optimizely.com
Instapage - super intuitive WYSIWYG landing page software www.instapage.com
HotJar survey tool for running fast, free polls to gather user feedback. www.hotjar.com
Google Custom Surveys https://marketingplatform.google.com/about/surveys/
Google Analytics Let google recruit people and get feedback from them https://analytics.google.com/analytics/web/
Insightly CRM Easy to use, low cost CRM for lead nurturing https://www.insightly.com
This a question we get asked all the time. The honest answer is we don't know.
Conversion rates are no longer a measurement in your Pay Per Click account. A conversion could be a new customer coming on board for instance.
That said, PPC is usually the best way to learn from your target audience whether they want to do the task you want them to do. Mainly because with PPC you can experiment. PPC also offers you fast insights into what new customers think about your business.
Turn your website or app into a revenue generating machine / like this