CRO strategy: what it is and how to apply it to marketing and sales

You are looking for a new supplier for your business. They have recommended a company to you a lot but you go on to investigate it on the internet and … Uffff what a web.

Let’s see, you found them. But their website is a bit archaic. It is not very clear to you what they do, nor do you see anywhere that professionalism that you have been told so much about. You can not find anything, there is no way to contact them, it is very heavy to navigate there. Have you got the wrong website? Maybe that is not the company they have told you about. Nothing happens, because since you are on the internet you will continue investigating to see if you find a provider you can contact.

Does it sound familiar to you? Has it ever happened to you? What if that company … was yours?

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Prevent that from happening to you with a CRO strategy. Read on to find out how to apply it to your marketing and sales strategy.

1. What is the CRO?

The CRO (Conversion Rate Optimization) is the set of actions carried out on a website in order to improve its conversion rate.

It is a complex strategic process that seeks to progressively increase the conversion rate of a website.

It is based on the study of the behavior of users of a website. It seeks to understand it, correct it, direct it and finally grasp it. In other words, it seeks to stop an anonymous user on the web from being an anonymous user by converting that visitor into a lead.

A website can receive thousands of visits, but if it cannot convert its users… It will not be profitable for the company. For this reason, the CRO is so important and so necessary to implement in any digital marketing strategy.

2. How to apply the CRO to your digital marketing strategy

There is no perfect formula. Each website, company and target have their own characteristics that will define the way in which a CRO strategy should be implemented.

Not everything goes for everyone, but there are certain applicable techniques that will make you better know what your business may need.

Easy to say… and to do? Don’t worry, at Connext we tell you all the steps you need to follow to apply it successfully. Continue reading!

3. Analyze your website

Before you start to make your CTAs more colorful or populate your pages with pop-ups, you should analyze what the situation of your website is.

You may not be receiving the conversions that you would like and the problem is that you do not have enough traffic. In that case you will need to complement your CRO strategy with an SEO positioning strategy , but you will not know that until you investigate and analyze the real situation of the web.

If you work with an international website and you want to improve your visibility.

3.1. Get accurate metrics

Do you have Analytics? Cool. Check it frequently to be always aware of the volume of visits to your website and the channels through which traffic is entering. This will help you to better define what kind of people visit your website and through which of its pages they enter.

If you have to put a pop-up … you may be interested in putting it on your most popular page, right?

3.2. How do they react on your website?

In three words; Heat maps. If you don’t have it installed, you need one urgently. Like Analytics, heat maps (or heat maps) will give you a broader perspective of the use that is given to your website. Where visitors click, how much they scroll, the hot and cold spots on a page.

As you can see, we only need to create a Landing Page. You must know which is the best place to promote it within your website.

3.3. Clickstream

Heatmaps are great, however they don’t give you all the information about user actions. To understand how users navigate the pages of your website you need a clickstream (or click stream analysis).

Thanks to this tool it is possible to obtain the number of rejections in the landing pages or failures in your conversion funnel. It will give you answers to what is the reason for the low interaction of any of the pages , or why users do not give up access.

4. Set your conversion goals

What do you want to achieve with those conversations? The answer to this is usually clear, increase sales. But not everything is sales.

Depending on the nature of your business, you may be interested in collecting information about your website visitors to establish new lines of businessbusiness strategies, or to research and learn a little more about your market.

Whatever your motivation, you should set SMART goals to help your CRO strategy and tactics.

All your marketing and sales actions must always be directed to the SMART objectives that you set for yourself. If not, your business will go aimlessly.

5. Design your CRO strategy

Do you already know what you want and what happens on your website? Great, it’s time to get out a pencil and paper and get down to designing an effective CRO strategy.

Implementing a CRO strategy goes beyond focusing on call-to-action or vanishing points that a landing page can have. You must first implement the improvements or solve the problems that you have detected in the analysis phase. When you have done the basics, you will only have to perform the specific actions that you have detected that your business needs.

Of course, there is no single path. Each business, target and website require some actions or others. To verify which is the correct path and what exactly you need and works best, we recommend that you do different A / B tests.
They are a super effective way to validate the actions you take.

5.1. Legible and attractive texts

There must be a relationship between the information you put on your website and the writing. Even if you have a lot to tell about your business, you cannot exceed the size of the texts because the visitor may lose interest when they see that it takes so much effort to get informed. The key is to communicate without excesses.

It is just as important that the texts are always legible. When we are going to change the color of the fonts or backgrounds, we must always bear in mind that the priority is always that the information is accessible and visible.

5.2. Design and usability of the web

It’s not just about having an elegant or groundbreaking design. The mantra of every web should always be that it is useful. We all love original and fun websites, but we must always keep in mind that the most important thing is that they are comfortable to navigate through them.

This idea must be present from the moment the web architecture is made, until it is mock-up. Everything must be intuitive and easily locatable. We don’t want our visitors to get lost.

Also, always, ALWAYS, you should keep the following in mind. The king of the internet is no longer the computer, but mobile phones. Every resource, page, text, design … everything must be responsive. If you do not adapt your website for mobile, you will be at a disadvantage compared to competitors who have adapted.

5.3. Your clients are your best ambassadors

Do you have satisfied customers? Have you worked for major companies? Do you have prestigious suppliers? Let it be known!

Third-party reviews are a powerful argument to motivate the contact of the users of a website.

If one of your visitors is looking for a solution like the one you offer and sees that you have helped their favorite soft drink brand before, they will contact you by mere association.

What we want is to generate the thought of “If it has helped him, it can help me too.”

5.4. Offer something in exchange for that information

Information is the money of the 21st century. Offer your visitors interesting and “free” resources.

Through conversion tools such as CTAs or Landing Page, you can ask your website users to fill out a form and in return they will be able to access premium content that is not open on the web.

It is the perfect excuse to convert visitors into leads (even define if they are MQLs), without having to interact directly with them.

These premium content can be catalogs, ebooks, success stories, webinars … Whatever, but always of quality and genuine.

6. Relate your CRO strategy with an SEO strategy

Last and most important. The CRO is a great way to improve the conversion of your website, but it will not do any good if it is not accompanied by a good SEO strategy that positions you and attracts traffic to your domain.

You must always have your website optimized for SEO. Upload post of interest that the key Keywords work for your business. If your website is not positioned in the search engines, it will be very difficult for you to get traffic organically.

In summary, as you can see, they are very effective steps, that if you apply them correctly your conversion rate will improve. Remember, the CRO ( Conversion Rate Optimization ) is so important and so necessary to implement in any digital marketing strategy and in Connext , as experts in the sector, we can help you.