The key to successful Conversion Rate Optimization (CRO) is knowing your audience. Understanding their demographics, preferences, geolocation, and other factors will help you create a marketing campaign that will get results. To do this, you can use surveys, polls, and tools like Facebook Audience Insights. The next step is to structure your marketing campaign. You need to have a clear plan to get good results, and then you must focus on each phase of the buying process.
Conversion rate is the percentage of site visitors who convert into sales. For example, if you had 100 visitors to your site last month and three of them purchased a product or service, your conversion rate would be three percent. The infographic below shows an example of a retail business. As you can see, there are many factors that can cause your conversion rate to be lower than you want. Those factors can be due to poor marketing, lack of expertise, or ineffective testing methodology.
For example, if you're a senior marketer, you're already familiar with tools that collect data on your visitors. But it's important to learn to analyze this data from the standpoint of the optimizer. This way, you can dig out quantitative data that proves best practices. It's important to remember that the best way to improve your conversion rate is to analyze and understand your data.
Once you know your audience, you can begin optimizing your site for better conversions. A high conversion rate is the number of visitors who make a purchase. For example, if a 10% conversion rate means that only ten visitors out of 100 are converting into sales, it is not ideal. Increasing your conversion rate will help your brand gain more customers.
Conversion rate optimization is the foundation of a better customer experience. Conversion rate optimization provides the most objective way to learn about your customers. Whether it's a sales page or a landing page, conversion rate optimization can help you understand your visitors and their needs better. You can also use the power of A/B testing and an experimentation mindset to learn what works best.
In addition to testing A/B tests, you can also use digital analytics and customer surveys to learn more about your audience. These tools can be used to increase conversions or measure the effectiveness of marketing efforts. Some A/B testing tools also analyze your users' moods or behaviors. These metrics are essential for optimizing your website for conversions.
When you perform a conversion rate optimization study, you must choose an appropriate metric to track. Ideally, the metric should capture the behavior directly, such as form submission rate. In addition to this, you should use secondary metrics as guardrails. Several conversion asset types can be tracked online: landing pages, blogs, and forms.
Optimizing your website for mobile can also increase conversions. Many mobile users struggle with slow page load times, so making sure your mobile site is as fast as possible will make all the difference in the world. You can also test your website changes separately for desktop and mobile. For instance, adding a new lead capture form may increase your desktop conversion rate, while reducing it on mobile. Another way to optimize your mobile site is to improve navigation and usability.
In order to boost conversion rates, you need to create a smooth customer journey. For this, your content must match the intent of your visitors. For instance, if you display content designed for the Awareness phase crowd, you'll find low conversion rates. Similarly, your site navigation should lead your visitors along the buyer's journey, not lead them to abandon the site.