Conversion Rate Optimization Tactics

by David Jones Digital Marketor

A successful CRO campaign will not only save you time, money and effort, but you can also discover new growth strategies for your business. When properly implemented, the CRO reveals insights into useful customer behavior as well as important tips to better optimize the user experience (UX) to achieve its goals.

But how do you deduce an effective campaign? According to the VWO blog, a successful CRO campaign can be achieved by understanding and following this scientific process:

In this ever-changing industry, marketing teams are built to drive traffic to their websites, which then leads to the closure of sales teams. Simply put, an effective CRO campaign provides more of your existing traffic to make your content smarter and harder to work with.

When is the right time to execute the CRO?

First, sales and marketing teams need to continually attract visitors to start working on the CRO implementation plan. There is always a great need for businesses to find products and services that meet their offerings, so it is imperative that you get the most out of your existing website traffic. You can rely on tools like Google’s Global Market Finder to find out what your potential customer needs are. Once you’ve determined your margin, it’s time to start working on getting the most out of your existing site traffic. HubSpot has developed three formulas to help you figure out how to manage your company’s CRO depending on your goals:

New revenue target ÷ average sales price = new customers

number of new customers ÷ lead-to-customer close %% = lead goal

Leads generated ÷ site traffic X100 =% conversion rate

Instead of being fed by marketing offers, visitors to your site may want to go straight to the business and talk to a sales representative. You can facilitate this process by combining thoughtful design and intelligent CTA. Be sure to make a clear, compelling copy if you encourage action and increase business conversion.

Lead generation is the first step to attracting and engaging customers through your website. This obviously involves gathering their information through various means such as forms, registration, surveys, etc., and then transforming them into loyal, returning customers. It is your duty as a B2B company to help customers find what they are looking for, to pique their interest and to support their decision.

Case study: Saas saw a drastic increase in conversions by changing its copy of CTA

By optimizing the exact wording of the CTA button on the software website, the MES software was able to increase its leadership role. The team tested two types of copies - the industry-oriented copy versus the value-oriented copy to see which one would get higher.

The first (MES Software) targeted industry experts who will hopefully respond to the specific instance. The second (Free) was for everyone else. The results were quite interesting:

"MES Software" results: 8.18% increase in conversions

"Free" results: 9.49% increase in conversions

The team found that targeting a CTA instance to the target market vocabulary works quite well, but emphasizing that the tool is free eliminates almost any friction from the experience, resulting in a significant increase in conversions.

Conducting CRO campaigns has now become a common goal. There are plenty of strategies and best practices available, but at the end of the day, you need to find out what your customers are responding to. To learn more about CRO, read our previous blog posts and share your thoughts with us below.