Article | 6 minute read

CRO 101: Get started

Article | 6 minute read

CRO 101: Get started

Published: January 3rd 2023

In this article:

Are you driving a lot of traffic to your website, but missing conversions?

There could be several reasons why your users aren't getting all the way to their final destination.

In this article, we'll give an introduction to the CRO process and explain how you can use it to increase your revenue.

What does CRO mean?

Let's start with the basics.

CRO is an abbreviation for Conversion Rate Optimization. Conversion rate optimization aims to increase the number of conversions on your website, which means that a greater number of visitors meet your specific goals for a conversion.

What is a conversion?

A conversion means that a visitor actively chooses to receive information from your brand, complete a purchase or contact you.

Depending on your industry and business, conversions can look different.

A common conversion point for almost all industries is the collection of contact details, which can be used by the sales department.

Examples of website conversions include:

  • Filling out a contact form
  • Clicking on a specific button
  • Making a purchase
  • Starting a membership
  • Initiating contact
  • Signing up for a newsletter

So, CRO is an individual approach for each business, depending on what conversions are most important. You can easily calculate your efforts based on any target you have.

Calculate the conversion rate by dividing the number of goals achieved by the number of visitors.

Let's give an easy example.

You got 100 newsletter sign ups and had 1000 visitors in a given period, this means you have a conversion rate of 10%.

Why optimize for conversions?

By optimizing the conversion rate of your website, you have the opportunity to increase your sales, reach your goals, and produce more value from your visitors.

As if that weren't a good enough reason, let us share some statistics that will convince you.

  • Today, marketers spend 85% of their budget on driving traffic to their website, with no plan on how to convert that traffic from visitors to actual customers.
  • Statistics also show that 27% have a purchase intent when they visit a website, yet only 1-4% of visitors act.

Now that's a problem!

To raise these numbers, conversion optimization plays a key role.

Increase the number of quality leads

There are several strategies to optimize the conversion rate of your website. It's time to figure out what works for your business!

1) Optimize the structure

Look at the structure of your website and see if there is anything you can improve in the menu, the choice of headings or CTAs, for example.

Base your website on your visitors' intentions.

Is it easy for them to navigate, find information and take advantage of your offers?

If not, make the process easier for them by ensuring that the menu highlights the most important elements of your business.

Examples include product categories, services, news, and contact.

Remember!

You should highlight at least one conversion point in the menu, such as making a purchase, downloadable content, or contact for example.

The same strategy applies to the landing page, which visitors are sent in the first place.

Include the most important parts of your business through concise descriptions and interesting headlines. Work actively with CTAs and internal links that easily take visitors to the next step, with a focus on conversion.

You can also review your design on your website:

  • You can highlight key elements by using more prominent colors, fonts, and shapes.
  • Do your CTAs stand out from the crowd?
  • Are your conversion points clear and easy enough to find, compared to the rest of your content?

2) Optimize downloadable content

What kind of downloadable content are you using today? Are there PDFs or forms exposed on your website?

Analyze how the content is presented and whether there are opportunities to improve the download process.

If the content takes a long time to download or is of poor quality, you risk losing potential customers before they have even had a chance to read it.

The same applies if you do not present the content in a sufficiently interesting way.

Be clear about why recipients should engage with the content, what they can expect and how it will benefit them.

3) Increase trust

Trust is one of the most important factors influencing visitors' purchase intentions, according to most studies.

Building trust can be a challenging process, but when you do it correctly, the results are rewarding.

The visual impression, quality of content, certifications, credentials, knowledge, and navigation all influence how visitors will perceive your brand and company.

Here it is important to create an overall impression that is professional, informative, and in line with your brand profile.

Is there any element you have neglected?

For example:

  • Are you missing references, customer cases, or proof of your expertise in the form of certifications and awards?
  • Or could you create more articles, interviews, or press releases that demonstrate your knowledge in the industry?

There's plenty of content to work with that will help you build deeper trust with your visitors.

4) Live chat

Live chat allows you to engage with users at any time of day.

At Weply, we offer a service in the form of lead-generating chat consultants 24/7. It's a way for you to improve customer service, build deeper relationships, and collect data from potential customers in a natural context.

No matter what question the customer has, the consultants can guide them right. Right in the chat.

Live chat can generate more leads and build strong customer relationships over time.

5) It's important to A/B test

It's easy to fall into old ways of doing things and to fall behind the competition.

Instead, we recommend finding out what actually works on your site. Develop data-driven hypotheses, run A/B tests and analyze your stats after the fact.

A/B tests show specifically what generates results and what doesn't, as different versions are tested over the same period of time.

This can include headlines, formats, color choices, and placements. But also alternative opening phrases in a live chat.

CRO

The possibilities are many and data-driven optimization will play a big part in your conversion optimization.

6) Listen to users

One of the most important parts of conversion optimization is listening to users.

Collect feedback through forms, chat features, or newsletters.

  • Do they think something is missing from your website?
  • Is the information they want available?
  • Could you improve your offerings?

Customers appreciate feeling important. Show that their opinions matter to you. Your business will benefit directly from the insights they provide.

To sum up ...

Conversion optimization can help you increase sales and maximize your traffic. Your preferable customer conversion may be different from others. It's about what matters most to you.

Depending on your needs and circumstances, there are different strategies you can apply to achieve your goals.

If you are curious about implementing lead generation and personalized interactions in your strategy, contact us for more information.

Published: January 3rd 2023

In this article:

  • CRO Definition
  • Conversions
  • Why do it?
  • Strategies

Are you driving a lot of traffic to your website, but missing conversions?

There could be several reasons why your users aren't getting all the way to their final destination.

In this article, we'll give an introduction to the CRO process and explain how you can use it to increase your revenue.

What does CRO mean?

Let's start with the basics.

CRO is an abbreviation for Conversion Rate Optimization. Conversion rate optimization aims to increase the number of conversions on your website, which means that a greater number of visitors meet your specific goals for a conversion.

What is a conversion?

A conversion means that a visitor actively chooses to receive information from your brand, complete a purchase or contact you.

Depending on your industry and business, conversions can look different.

A common conversion point for almost all industries is the collection of contact details, which can be used by the sales department.

Examples of website conversions include:

  • Filling out a contact form
  • Clicking on a specific button
  • Making a purchase
  • Starting a membership
  • Initiating contact
  • Signing up for a newsletter

So, CRO is an individual approach for each business, depending on what conversions are most important. You can easily calculate your efforts based on any target you have.

Calculate the conversion rate by dividing the number of goals achieved by the number of visitors.

Let's give an easy example.

You got 100 newsletter sign ups and had 1000 visitors in a given period, this means you have a conversion rate of 10%.

Why optimize for conversions?

By optimizing the conversion rate of your website, you have the opportunity to increase your sales, reach your goals, and produce more value from your visitors.

As if that weren't a good enough reason, let us share some statistics that will convince you.

  • Today, marketers spend 85% of their budget on driving traffic to their website, with no plan on how to convert that traffic from visitors to actual customers.
  • Statistics also show that 27% have a purchase intent when they visit a website, yet only 1-4% of visitors act.

Now that's a problem!

To raise these numbers, conversion optimization plays a key role.

Increase the number of quality leads

There are several strategies to optimize the conversion rate of your website. It's time to figure out what works for your business!

1) Optimize the structure

Look at the structure of your website and see if there is anything you can improve in the menu, the choice of headings or CTAs, for example.

Base your website on your visitors' intentions.

Is it easy for them to navigate, find information and take advantage of your offers?

If not, make the process easier for them by ensuring that the menu highlights the most important elements of your business.

Examples include product categories, services, news, and contact.

Remember!

You should highlight at least one conversion point in the menu, such as making a purchase, downloadable content, or contact for example.

The same strategy applies to the landing page, which visitors are sent in the first place.

Include the most important parts of your business through concise descriptions and interesting headlines. Work actively with CTAs and internal links that easily take visitors to the next step, with a focus on conversion.

You can also review your design on your website:

  • You can highlight key elements by using more prominent colors, fonts, and shapes.
  • Do your CTAs stand out from the crowd?
  • Are your conversion points clear and easy enough to find, compared to the rest of your content?

2) Optimize downloadable content

What kind of downloadable content are you using today? Are there PDFs or forms exposed on your website?

Analyze how the content is presented and whether there are opportunities to improve the download process.

If the content takes a long time to download or is of poor quality, you risk losing potential customers before they have even had a chance to read it.

The same applies if you do not present the content in a sufficiently interesting way.

Be clear about why recipients should engage with the content, what they can expect and how it will benefit them.

3) Increase trust

Trust is one of the most important factors influencing visitors' purchase intentions, according to most studies.

Building trust can be a challenging process, but when you do it correctly, the results are rewarding.

The visual impression, quality of content, certifications, credentials, knowledge, and navigation all influence how visitors will perceive your brand and company.

Here it is important to create an overall impression that is professional, informative, and in line with your brand profile.

Is there any element you have neglected?

       For example:

  • Are you missing references, customer cases, or proof of your expertise in the form of certifications and awards?
  • Or could you create more articles, interviews, or press releases that demonstrate your knowledge in the industry?

There's plenty of content to work with that will help you build deeper trust with your visitors.

4) Live chat

Live chat allows you to engage with users at any time of day.

At Weply, we offer a service in the form of lead-generating chat consultants 24/7. It's a way for you to improve customer service, build deeper relationships, and collect data from potential customers in a natural context.

No matter what question the customer has, the consultants can guide them right. Right in the chat.

Live chat can generate more leads and build strong customer relationships over time.

5) It's important to A/B test

It's easy to fall into old ways of doing things and to fall behind the competition.

Instead, we recommend finding out what actually works on your site. Develop data-driven hypotheses, run A/B tests and analyze your stats after the fact.

A/B tests show specifically what generates results and what doesn't, as different versions are tested over the same period of time.

This can include headlines, formats, color choices, and placements. But also alternative opening phrases in a live chat.

CRO

The possibilities are many and data-driven optimization will play a big part in your conversion optimization.

6) Listen to users

One of the most important parts of conversion optimization is listening to users.

Collect feedback through forms, chat features, or newsletters.

  • Do they think something is missing from your website?
  • Is the information they want available?
  • Could you improve your offerings?

Customers appreciate feeling important. Show that their opinions matter to you. Your business will benefit directly from the insights they provide.

To sum up ...

Conversion optimization can help you increase sales and maximize your traffic. Your preferable customer conversion may be different from others. It's about what matters most to you.

Depending on your needs and circumstances, there are different strategies you can apply to achieve your goals.

If you are curious about implementing lead generation and personalized interactions in your strategy, contact us for more information.

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