Conversion Rate Optimization tactics

A successful CRO campaign will not only save you time, money and effort, but will also help you discover new growth strategies for your business. When properly executed, CRO discovers useful insights into customer behavior as well as important tips on how to better optimize the user experience (UX) to achieve your goals.

But how do you pull off an effective campaign that throws results? According to this VWO blog, a successful CRO campaign can be achieved by understanding and following this scientific process:

In this ever-changing sector, marketing teams are structured to drive traffic to their websites which will then convert into leads for the sales teams to close. Simply put, an effective CRO campaign will give you more of your existing traffic so that your content can work smarter and not harder.

When is the right time to perform CRO?

First, your sales and marketing teams need to consistently attract visitors for you to work on your CRO implementation plan. There is always a high demand for companies to find products and services that meet their offerings, so it is crucial to make the most of your existing website traffic. You can rely on tools like Google's global brand to find out what your potential customer demand is. Once you have determined the margin, it's time to start working on how you can get more out of your existing website traffic. HubSpot came up with three formulas that can be used to figure out how to approach CRO in your business, depending on your goals:

New revenue target ÷ average sales price = of new customers

• new customers ÷ lead-to-customer closing rate% = lead target

Leads generated ÷ website traffic X100 =% conversion rate

Sometimes, instead of being cherished by marketing offers, your website visitors may come directly to business and talk to the seller. You can facilitate this process by combining thoughtful design and smart CTAs. Make sure you produce clear, compelling copy if you want to encourage action and increase conversation for your business.

Lead generation is the first step to attracting and engaging customers through your website. This of course includes collecting their information in various ways such as forms, applications, surveys, etc. And then convert them into loyal, returning customers. It is your duty as a B2B company to help customers find what they are looking for, to capture their interest and to support their decision.

Case Study: By changing the CTA copy, this SaaS company saw a drastic increase in conversions

By optimizing the exact phrasing of their software website CTA button, MES software was able to increase its leads. The team tested two types of copy - industry-oriented copy versus value-oriented copy, to see which would convert higher.

The first (MES Software) was aimed at experts from the sector who would hopefully respond to the specific copy. The second (Free) was different for everyone. The results were very interesting:

MES Software results: 8.18% increase in conversations

"Free" results: 9.49% increase in conversions

The team found that focusing on CTA copy to target market vocabulary works quite well, but insisting that the asset is free eliminates almost any friction of the experience, resulting in a serious increase in conversion.

Conducting CRO campaigns has now become a mainstream effort. There are many strategies and best practices available, but at the end of the day you need to figure out what your customers are responding to. To learn more about CRO refer to our previous blog posts and let us know your thoughts below.

Passionate Digital Marketer