Hello! Welcome to Webeo:Futures. Bite-sized educational resources at the forefront of Digital Marketing.
In this video, we will cover how you can ensure success for your conversion rate optimization strategy.

CRO has the potential to yield an impressive lift in revenue for your business, with but it can be time consuming and costly if it is not implemented or managed correctly. Today I will give you brief guide into ways to ensure success with your CRO strategy.

Here’s what we’ll cover:

1. Complete the process
2. Keep it simple
3. Getting your metrics right
4. Competitive analysis
5. Understand your customer

Complete the process

As we have discussed in previous videos – which can all be found on the Webeo YouTube channel – CRO is an ongoing experiment that needs to be well thought out and carefully implemented by following these 5 steps:

• Identify
• Hypothesize
• Prioritize
• Optimize
• Verify

Don’t skip any steps or make assumptions, as it will inevitably cause delays later down the line or provide you with incorrect results. Make sure you map out each experiment completely, write down what your expected outcome is and then how you are going to test and measure this.

Keep it simple

When planning out CRO experiments many people start with the biggest wins first, they go for the glory but these tend to be the hardest tests and involve taking the biggest chances. But what if there are smaller tests that will also yield excellent results, with less risk.

You may be misinterpreting the data for the bigger win it could be a culmination of factors that are causing the issue and by trying to fix the larger problem first you could be going down the wrong path.

Start simple go for the low hanging fruit that can still have a big impact on conversion rates and ROI.

Get your metrics right

For many tests that go wrong, the issue isn’t the test itself but how long it is run for – or even the metrics that are being monitored.
Yes, the initial conversion rate is key but what about the other stages of your cycle. It’s easiest to generate cheap leads that add little or no value to the business, but what you should be focused on is bringing quality opportunities that add value.

If you focus solely on the conversion rate of the page you are testing without fully understand the impact it has further down the line you could implement some very costly changes.

Does the page have a lower conversion rate as it is trying to qualify people more, in this case you need to ensure the quality of opportunity maintains and improves during the process and not just the quality.

Competitive analysis

You’re probably thinking really? But yes, competitive analysis is a must for CRO how can you stay in front of the competition if you are not monitoring what they are doing or how their process differs to your own?

Think about why they are doing it that way? Put yourself through the process, understand from their customers perspective why each step matters. What can you learn from this, is there anyway you can improve and implement the process to yield a better result for you.

Understand your customer

A key step of CRO is to fully understand your customer prior to beginning, many companies have an idea of who their ideal customer is, but do you truly have a picture of who is actually purchasing and using your product or services are. What motivates them to make decisions?

Knowing this will influence the information you need to place on the page, and how you lay it out. Do they prefer statistics to a graph or infographic? This will influence what tests you run, and also influence what elements will be on the page.

By fully understanding your customer you will be able to customize your imagery, content, tone of voice, and layout to suit the persona of your customer. This is fundamental to everything you will do in CRO without this understanding you are making assumptions about how people will interact with your website and the content.

You can then look at creating different landing pages for different personas and for different stages of the cycle. If your product has a long sales cycle you might tailor the initial page to a different persona, who would be doing the initial research before bringing the decision maker on-board.

I hope you found this video helpful. Please feel free to comment below the video should you have any questions or requests for future content, and one of the team will get back to you.

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