What is a CRO Strategy That Can Get You More Leads & Sales
Jeanne San Pascual
24 June 2019
If you’re in the field of marketing, you’ve probably asked or heard questions like, “What is a CRO strategy?”
CRO stands for Conversion Rate Optimization and a CRO strategy is a method or system that helps increase the percentage of a specific desired goal.
For instance, you can use CRO to increase the rate of website visitors who convert into customers, give their emails to you or buy your product, to name just a few.
As long as it requires action, you could most likely apply CRO to it.
It’s definitely an important process if you plan on growing any aspect of your business any time soon.
Whether it’s a new or a familiar concept for you, I’ve created a CRO primer so you know how to use it to the best of your advantage!
What is a CRO Strategy That Works?
So what is a CRO strategy that’s already been proven to work?
Although SEO and other marketing tactics help bring traffic to your website, you still have to convert those into actual sales or leads.
That is the definition of CRO in a nutshell.
A conversion is defined as someone who takes the desired action on your website. This can include actions such as making a sale, submitting a form or opting in to download your lead magnet.
Data shows that about 55% of your visitors will hit the back button immediately after arriving on your website.
Moreover, only about 2 of every 100 people will convert into a customer.
Those are some paltry statistics but the amazing thing is—you don’t have to settle for those.
This is where conversion optimization comes in.
In order to help you turn more visitors into customers, CRO experts use a number of methods in their arsenal.
Some of these might include heat mapping analysis and utilizing traffic analytics, among others.
But before we go to the strategies used for improving conversions, what exactly are the likely causes of a low conversion rate?
Top Reasons for Low Conversion Rates
There are a lot of factors at play if your that could be suppressing online sales, which may include:
- Slow Load Times
- Broken Links
- Ineffective UI Features
- Weak Direct Response Copywriting Tools
- Primary Landing Page(s)
- Poor Website Design Not Optimized for Conversions
- Confusing Website Navigation
- Weak Transition Tools
- Ineffective Website Sales Funnel
- SEO/SMM Implementation Problems
- Confusing Shopping Cart
- Weak or Ineffective USPs
“Although SEO and other marketing tactics help bring traffic to your website, you still have to convert those into actual sales or leads.”
How to Do CRO Marketing
When it comes to conversion rate optimization, testing different strategies to see which is most successful is important.
The basics of a high-converting web asset includes a targeted message and web page design that appeals to your customer base.
You can do this through good ol’ research.
Based on how well you understand your client’s needs, your marketing campaign can either succeed or fail.
Even if your initial website rollout is successful, at some point, you’re going to want to scale your success.
It’s essential that you apply proven conversion optimization methods to test whether your assumptions about your customers are correct.
Although researching potential client behavior can be a lengthy and time-consuming process, but one that’s non-negotiable.
But don’t go overboard and get mired in a never-ending research loop.
In life, such as in marketing, things are never 100% certain.
All the research in the world can’t predict human behavior, so the only real way to know whether a particular strategy works is by testing it in the real world.
Conversion Rate Optimization Testing
Once you get a sense as to what works well through your research, then you can optimize everything on actual information you get from testing.
This way, you can adapt to a changing marketplace.
The way customers buy or behave online changes due to outside influences that you can’t control.
By continually working to improve your squeeze page, product page or other online assets, you can stay on top of emerging market trends and enjoy lasting success.
As you go along and tweak your sales page or opt-in forms, it’s unavoidable that you’ll turn some customers off…
And that’s okay.
That’s part of a your business’ growth pains.
Most customers like stability but if you’re changing things for the better, you should be attracting and retaining more customers in the process.
This is the cornerstone of conversion optimization whether you want to boost your sales or get more leads.
Conversion Optimization Using Google Analytics
There are many factors involved in conversion optimization.
To do well, you need to understand your visitors by looking at your website statistics by using tools such as Google Analytics.
Information from it can offer a wealth of information to find out why and where visitors are leaving your website. Here are some information you can get from your Google Analytics account:
These are defined as visitors who press the back button immediately on arriving at your website.
As mentioned previously, most sites have bounce rates ranging from 20 to 70%.
This means that half of your visitors either don’t like what they see or aren’t seeing what they’re looking for.
One way to help your visitors find the information you want them to find is by providing it in a simple, straightforward way.
Conversion rate optimization helps visitors to find what they’re looking for.
The Golden Triangle is where a visitors browse your web page from top-left to top-right and then down to bottom-left, all done within a fraction of a second.
This is enough time to decide whether this web site offers the information they are searching for.
Help your users get what they’re looking for by putting your content within the triangle so it gets noticed first.
This is all about improving the stickiness of your website, i.e., getting visitors to want to return.
Visitors need a reason to bookmark a site or add it to their favorites. Engage them and make it easy to share information from your site.
There are various ways to help keep your visitors returning. This includes collecting their emails, enabling push notifications as well as live RSS Feeds, to name just a few.
All of these techniques add functionality to your website and provides a more engaging web user experience.
This improves the usability of your website with the use of clear navigation to your landing pages.
Applying this means reducing distracting links, images, and text where you clear the clutter from your website and leave your visitors looking at the message you want them to see.
Split testing is usually the last step in the optimization process.
It uses heat mapping analysis which is based on the scrolling behavior of your visitors.
The web activity for each visitor is aggregated into one heat map that can help determine opportunities for copywriting as well as in discovering any web design issues you may have.
To recap, CRO is the method of improving the conversion rate in your advertising, sales, and marketing with the intention of getting a person to take action.
SEO and social media help to bring targeted traffic to your site but you’d still have to convert those users into clients.
The great thing about conversion rate optimization services is that it has the potential to offer a high ROI for your business than any other strategy out there when used correctly.
Why? Because most of its tactics don’t require a big marketing budget or any recurring expenses.
The end results, on the other hand, is pretty amazing if it does the job of constantly improving your sales and leads!
Why, hello there! Thanks for reading this far. 😉 I’m the copywriter behind The Copy Psychologist and I’ve been a full-time copywriter since 2011. Over the years, I’ve worked for more than 90 brands and businesses in creating copy for their emails, websites, and sales pages—to name just a few.
I use my background in psychology to write copy that wins sales, overcomes barriers to purchase, and conveys value without the standard “salesy” spiel that ick people out.