Conversion Rate Optimization (CRO) is an approach to improving your website and conversion rate by examining how each visitor engages with each page on your site. With 94% of B2B buyers researching online before making a purchasing decision, it is crucial that your website is not only providing accurate and engaging content, but also creating a positive and effective user experience for your visitor.
Three Most Important Aspects of CRO
Conversion Rate Optimization is all about three things: strong copywriting, effective experience design, and a scientific approach to testing. When evaluating your website, it’s vital that you look at it from the perspective of a first-time visitor and ask yourself these questions:
- Does the copywriting compel me to act?
- Is the content of the website accurate and informative?
- Do you get a sense of the brand based on the messaging?
- Where am I clicking on the website?
- Why am I clicking these places?
These are just a few of the questions that will help you start to evaluate the power of the copywriting and the user experience you are currently working with. Never underestimate the impact of a well-written page or a perfectly-placed call-to-action button.
Lastly, you need to employ a scientific approach to testing the “success” of your website. This aspect of CRO reminds me of one of my favorite marketing adages, “Don’t trust what people say they do. Trust what they actually do.” This data-driven perspective on marketing will help you produce results because your numbers back-up your content. This will ultimately lead to more conversions!
Invest in Analytics Tools and Be Ruthless
The first thing you need to do to begin optimizing your website for conversions is invest in analytics tools that will help you measure the traffic on your website. Google Analytics is definitely the most popular tool to use to measure your web traffic, but there are tons of other analytics tools out there.
Pick the tool that works best for your budget, strategy, and organization. Be sure to invest time and energy into learning how to best use your chosen analytics tool though. Data isn’t useful unless you know how to read it!
When analyzing your data, you also need to be ruthless. While it’s okay to brainstorm why certain parts of your website aren’t leading to conversions, you need to take a hard look at the data and commit to improving parts of your website that are underperforming.
Numbers don’t lie, and don’t let feelings or loyalty to specific messaging or design concepts keep you from optimizing your conversion rate.
Re-imagine and Test, Test, and Test Again
Once you’ve identified areas of your website that aren’t performing well, brainstorm ways to improve the language of that page or create a stronger call-to-action. You then need to test these ideas out to see if they improve the page’s performance. Don’t forget to only test one thing at a time! If you change everything at once, you’ll never be able to figure out what changes are leading to your success or to your demise.
Prioritize and be strategic about the areas you are testing. Once you have created a process for testing, be sure that you are being thorough and critical in your analysis.
A Good CRO Strategy Will Lead to Big Wins
Page leakages are pages on your website that lose customers. Identifying those areas of improvement and working on those first will help keep your customers engaged on your site. A good CRO strategy will help lead your potential customers through their buyer’s journey and will result in more conversions on your end. I bet you never thought about your website being the reason you were losing customers. CRO is going to help your B2B business thrive by:
- Decreasing your customer acquisition cost
- Increasing your ROI on marketing dollars
- Increasing budget for other marketing channels
- Increasing the number of leads you’re generating
Conversion Rate Optimization will dramatically transform the way your visitors interact with your website which will create a more positive experience for them and more customers for you.