An effective CRO marketing strategy requires a detailed understanding of online audience behavior, trends, and preferences, fuelling successful website optimization and ensuring an increased number of visitors take the desired conversion action. It’s important to identify the most relevant metrics to consider when conducting a conversion rate optimization strategy. Your website offers so much insight that without prioritizing your efforts, your team may get bogged down in numbers. Learn which metrics fuel the most successful CRO marketing approaches, helping organizations pinpoint website features for advanced optimization, producing a conversion revolution.

Before we delve into our top ten CRO marketing metrics, there something we need to clear up. Funny as it sounds, CRO is not all about conversion rate. Though a highly important metric that any team employing conversion rate optimization will measure, this figure is the final product. To improve your conversion rate and increase conversions, you need to understand all the metrics that feed this number, build its essential calculation and influence its outcome. Here are just some of those metrics:

  1. Website visitors: Arguably one of the most vital metrics to B2B marketing! The number of website visitors isn’t just an essential component in calculating your conversion rate percentage, it offers so much more. As a CRO strategy aims to convert more of the traffic your website already sees, the number of website visitors gained dictates your possible conversion success. If you see 1000 visitors per day, and you want to achieve a 5% conversion with your CRO strategy, you’re aiming to gain a possible 50 new leads – is this enough to match your department targets and plans for business growth?

    This metric additionally offers your team insight into your website’s popularity, and how easy it is for prospects to access your site. If you gain fewer visitors than you thought, it’s important to ask why. Is your SEO ranking low? Are you being found on search engines? Are your digital marketing channels failing to entice prospects onto your website? You can’t have a CRO strategy without website visitors – so make sure you understand this metric!

  2. CTA submissions: Another absolutely vital marketing metric that in essence, outlines your success! Along with website visitors, this metric is used to calculate conversion rate and is the metric that will ultimately sway your biggest decisions. After conducting tests and experiments to identify which website changes are most effective and beneficial for conversion, the number of calls to action completed will dictate which changes become permanent.

    This metric is additionally important if your website contains multiple calls to action. Many use CRO to focus on new lead generation and product inquiries, but other calls to action surrounding newsletter subscriptions and content downloads are still important to overall brand engagement and marketing success. Understanding CTA submissions helps your team identify the different types of conversion supported by your website, and prioritize efforts to focus on optimizing just one conversion before moving on to the next.

  3. Pages visited: Whilst this metric doesn’t feed directly into the conversion rate calculation, it’s vital in achieving the ultimate understanding of your online audience. Knowing which pages are most popular with your audiences helps your team understand what questions buyers have when first accessing your website or first discovering your product. It’s normal for your home and contact pages to receive a high visitor number, but if you notice a specific page discussing integrations or terms and conditions gaining increased traffic, it’s worth asking what information these pages hold that so many need. Could this information be optimized better on your homepage?

    Conversion rate can be improved by 100% when the online journey requires minimal navigation. Gathering the information your ideal buyers crave and ensuring it’s in easy reach of your homepage could revolutionize conversion results. But the insight needed to fuel this approach is only accessible through this vital metric.

  4. Referrals: This metric focuses on understanding how your website visitors discover and access your website. Not only does this metric offer a window into the success and reach of other marketing efforts such as social media, email marketing, and content amplification, it feeds into your team’s online audience understanding. To convert more visitors, you need to understand what these visitors are thinking, and how they respond to different marketing communications; this metric provides the insight needed to gain that understanding and use the findings to ask why visitors do or do not take certain actions.

  5. Content downloads: Just as pages visited opens a door to understanding website visitor questions, content downloads delves even deeper. This metric provides incredible insight into which specific pain points, interests and topics speak to your target audience, and which formats they enjoy engaging with. This knowledge is highly beneficial when planning webpage optimizations. If your team notice infographics are especially popular on your website, ask how your website can replicate the qualities of this graphic-heavy asset type to make website information easily digestible. Equally, if your team detect a high level of interest in a specific topic or problem, could your homepage copy be improved to reference this popular ideal? All the information provided by this exciting metric can be used to drive the essential CRO process of website evolution, improving your ability to instantly engage valuable visitors and guide them seamlessly towards conversion.

  6. Visit duration: CRO marketing focuses on the conversion funnel, understanding the possible journeys your website visitors could take before completing the desired action. Every business should focus on shortening this journey, ensuring website visitors encounter minimal distractions and seamlessly arrive at a highly compelling call to action. But it’s equally important to ensure visitors don’t bounce without completing a CTA. Striking a balance between a short conversion funnel and complete brand engagement is the key to CRO success. Understanding visit duration helps your team gauge current conversion funnel length and understand your levels of brand engagement. Whilst you want visits to be long enough to signal significant brand engagement and product interest, it’s important to ensure most of the visit duration is spent on pages featuring important calls to action (landing pages for example). Combining this metric with pages visited offers incredible insight into how visitors interact with and navigate your website, and what aspects of this user experience makes them convert, or makes them leave.

  7. Geo-location: Whilst on the surface, this metric may seem less useful to conversion rate optimization, it can still offer your team some interesting information that could fuel effective website evolution. Understanding where your visitors come from helps your team assess the current reach of your website and your product popularity across a wider audience. It may become apparent that your website is vastly popular with an audience from another country you hadn’t considered. This audience is still highly valuable to your business – there’s every reason to focus on converting them too!

    Could your website embrace translation options for a wider audience? Could you improve conversion by tailoring your website to better meet the requirements and preferences of a wider, previously undiscovered audience? Only this metric can tell you…

  8. The number of visits to conversion: Do your visitors convert on their first visit? Or on their third, fifth or tenth? Understanding how persuasive your website is, and how well you establish a sense of urgency is important. Without this insight, your website may experience seasonal slumps as conversion dips, but website traffic remains the same – prospects discover your website but a percentage of visitors feel a sales conversation can wait for a better time.

    Use this metric to identify the effectiveness of your website, ensuring visitors convert the first time. Your website might already be successful in converting first-time visitors, comfortably creating enough urgency to promote seamless action, but if not, this should certainly be a focus for your CRO marketing strategy.

  9. Leads qualified: Whilst achieving a high conversion rate is important, the hard work is useless if the leads generated are ill-fitting, and don’t pass through your sales qualification criteria. The average B2B business sees 50% of the leads generated fail to enter their sales pipeline- be sure to create a CRO strategy that produces only the highest-quality sales opportunities.

    It’s important your team are aware of this metric and measure it regularly to ensure their efforts are beneficial to your overall business. Remaining unaware of CRO lead quality can become dangerous, as your website entices the wrong kind of audience; this, in turn, is damaging to your brand reputation, as those excited by your product may later be told by your sales team that they cannot use it as your website promised.

  10. Sales closed: After conversion rate, this should be your next focus; ensuring your optimized website drives additional revenue, and the budget invested in a detailed CRO marketing strategy is bountifully returned. Without tracking the sales closed from leads gained through a CRO strategy, you can’t be sure your website converts the right audience, and you’ll struggle properly calculate important financial metrics such as cost per lead and return on investment.

    To achieve the ultimate CRO marketing strategy, you need to view the entire buyer journey and business pipeline, pinpointing the specific areas dipping below expected targets and focusing your efforts appropriately.

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