CRO marketing is an effective way of prioritizing your website conversions — aiming to get your website visitors to take actions or ‘make conversions’. The action could be anything from filling in an online form or signing up for an email newsletter, to making an inquiry or purchasing a product. This approach helps businesses maximize on their website visitors and see great results. But, what is the best way to ensure more of your visitors are making conversions? From targeting the right people from the outset to utilizing high-quality technology to supercharge your strategy, let’s explore some best practices for conversion optimization to help you become a CRO expert.
Identify your audience
According to Econsultancy, only 22% of marketers are satisfied with their conversion rates. For CRO success, you must first ensure you are driving the right people to your website.
Establishing your target audience is a crucial first step. Everything you do or create as a brand should be designed with your customers in mind — this way, you increase your chances of improving CRO. Implement a segmentation strategy to identify the different groups that make up your wider audience, and prioritize delivering a personalized approach to each of them. After all, the more relevant the product or content, the more likely they are to make a conversion.
Collect and analyze data
Data is a powerful tool, and marketers should use it to fuel their business decisions. Make use of your customer insight, website analytics and any data you already have access to. If you are lacking in useful data, consider implementing a strategy to acquire more or investing in a solution to provide you with more. Discover which of your campaigns have seen the most success, and replicate where possible. What do your customers respond well to? Which of your website pages, email marketing campaigns or pieces of content have seen great results? And, more importantly, identify which ones have performed poorly or need some work.
All things in marketing require some level of experimentation. And, when it comes to website conversion rate optimization, something as simple as the color or position of a call to action can be the difference between a purchase and a lost customer. So, be sure to test as much as you can. Change small factors to see how your visitors respond, prioritizing conversion throughout. And remember, different audience members will respond to different things! Be prepared to make changes as you go and implement a personalization strategy to ensure your website is designed with each of your customer segments in mind.
Mass personalization is key if you are looking to improve CRO. Every website visitor, email recipient or business that engages with your brand is entirely different, so a one-size-fits-all approach doesn’t make the cut anymore. And, the more personalized their experience, the more likely users are to convert — according to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, Smarter HQ found that 72% of consumers only engage with personalized marketing messages. So, don’t dismiss the power of effective personalization for driving a strong and seeing the ultimate results.
Exact user journey
Think about the journey your customer takes with your business. For visitors to convert, it needs to be simple and intuitive. Guide your visitors towards making a conversion — use clear calls to action, ensure form fills are not too long and pages load fast. And, remember — the user journey doesn’t start at your website. According to Econsultancy, marketing leaders are 1.5 times as likely than mainstream marketers to say their organization has a clear view of the customer journey across channels and devices. So, think about your referrer channels and ensure the journey is consistent and prioritizes customer experience.
Marketers have the tools and knowledge to get results. And if getting great results is important to your brand, then there’s no room for guesswork! Research, test and monitor your activities to ensure the best outcomes. Every brand is different, so what gets results for your competitors might not be the best option for you. When planning your CRO strategy, make decisions fueled by data and insight — not just unsupported opinions. And, ensure you are measuring everything you do. Statistics and data don’t lie — so your team need the appropriate tools in place to check everything they are doing is working.
It’s time to embrace technology to supercharge your CRO. This could be anything from personalization software to help you create bespoke online experiences for your customers, to a website tracking tool to help you gain customer insight, to automation to help streamline your customer experience. Select the best solutions for your brand, ensuring conversion is at the heart of everything you do. To compete with others in your industry, supercharging your processes with automation is key — according to Martech Today, spending for automation tools is predicted to reach $25.1 billion annually by 2023. So, include technology as a key part of your strategy or risk falling behind your competitors.
Webeo is a leading website personalization software changing the face of static B2B websites as we know them. It works by tailoring the appearance, content and greeting of your B2B site based on the visitor. Thanks to a global leading database of business IP addresses, Webeo can create bespoke online experiences in real-time for every visiting organization. Display highly-relevant content, use language that resonates with your visitors and imagery that stands out. This personalized experience ensures your visitors are engaged, skyrocketing your chance of conversion and boosting your CRO. Discover the power of personalization and book your free Webeo demonstration today.