We’re always surprised when we learn that businesses haven’t heard about Conversion Rate Optimization (CRO), but we’re even more surprised when we hear that those who have heard of CRO aren’t taking advantage of it in their digital marketing strategy. That’s concerning to us as trusted business advisors because it’s an incredible advantage to find pain points on your website and then test ideas to fix them for better user engagement.
Every website and webpage has a goal, a purpose, or a reason for existing. Usually, the goal of a website or webpage is to assist the users in taking an action or converting, or moving them down the funnel to do so. Sometimes web pages simply do not achieve these goals, and CRO is a service that can be leveraged to help your website convert at a higher rate. It’s also a service that:
- Shows you how users are actually using your site
- Eliminates guesswork about if changes will work
- Shows real ROI
- Can be used forever in your digital marketing
But that’s not the only reasons why CRO is an important asset to add to your digital marketing toolbox. Below are some more reasons!
If You're Not Doing It, You're Leaving Money On The Table (Or Throwing It Away)
It’s interesting to hear from customers that the main goal for their digital marketing strategy is “more traffic to our site”, usually because “more traffic” is a means to an end. What we mean by this is that when a client or customer says that they want “more traffic”, what they really want is more conversions, revenue, signups, etc. But it’s important to separate the two; more traffic coming to your website doesn’t automatically mean more conversions.
In fact, this is a very dangerous mode of thinking, because it could mean that you are inadvertently “dumping” more marketing budget into more traffic, when all you need is to test moving buttons or new copy. This is where the beauty of Conversion Rate Optimization comes in. Sometimes the main reason that users do not convert is because there is no clear direction and Conversion Rate Optimization allows you to test ideas and layouts that give users a clear sense of direction; a next step if you will.
Blindly implementing changes to your website or webpages could potentially deter users more from taking action on your site. It could also potentially leave money on the table, or worse, throw it off the table completely. CRO eliminates those dangers and puts you in control of how your website performs, implementing changes that you know will work through thorough testing.
CRO Is An Integral Part Of Digital Marketing Moving Forward
The digital marketing landscape, whatever industry you are in, is constantly changing. Not only that, your audience and their preferences are changing as well. These changes run the gamut:
- How we browse the internet
- How we find content
- How we digest content
- How we convert on a website
- New technologies that make our sites work easier
While new technologies and preferences come and go, it’s important that you let data be your guide and test any new assumptions before pushing them live on your website. With CRO you are able to:
- Gather data
- Make a hypothesis
- Create a design
- Run an A/B test with a new variation vs a control (present site)
- Measure which version outperforms the other
- Implement the winning variation
Not only is this process fundamental moving forward, but having it as part of your CRO strategy is the only sure shot way to know that changes to your website will work, saving you time, effort, money, and most importantly, users. One bad experience on your website, and chances are those users are gone for good. Eliminate that possibility with CRO.
Give Your Audience What They Really Want
CRO is a data driven service pulling from multiple resources, meaning you use not only Google Analytics to guide your testing, but surveys, feedback from customers, heat mapping, user testing, and more! The information you gather from these data sets is invaluable, because it’s directly from your website’s users and you can see where the biggest obstacles are.