CRO, or conversion rate optimization is a must at some point in the life of any site. The fact is that this is an ongoing process that will pay dividends again and again when implemented properly. CRO is a type of marketing that will maximize your investment for existing traffic of your site with split testing and improvements, rather than more ad spend.
When you have invested in traffic attraction for your site, whether the purpose is to complete a purchase or for some other reason, the methods you choose for conversion rate optimization will help to ensure that your visitors are converting and engaged at the highest rate possible.
There are many marketers that believe that CRO efforts can only be implemented on-site, however attracting other targeted prospects that are be likely to convert can be achieved through methods such as email marketing, search ads and landing pages.
Another common misconception is the fact that CRO is only about increasing the number of conversions that your site achieves. However, chances are that you enjoy making money, therefore you need to also optimize for more revenue conversions, as well as increasing the actual value of each of the site visitors that you have.
Keep in mind, however, that the larger your site is, and the more diverse your audience is, the harder it will be to optimize your conversions. No matter if you are tackling the task in-house or using a CRO marketing tool, there are types of marketing software that can help you interpret the available data, which will help you improve the value per customer, as well as the conversion rate that your site experiences.
When you begin optimizing the on-site experience for your visitors, you should first understand how the presence you have on multiple channels can influence and affect the visitors purchasing behavior. Using multi-channel funnels through Google Analytics will allow you to see how each visitor researches, compares, socialized and make their buying decisions across various platforms.
Additionally, marketers are able to obtain deep insight in to the assisted conversions, path length, top conversion paths and time lags for the past 30 days before conversion. While it will take some time to set up the funnels for each page of your site, it is well worth the effort due to the fact that you will be able to see why, when and where people are tending to leave.
Social Analytics and Advertising
This is one of the most commonly ignored tools for increasing conversion rates. Why? Because there are many marketers that have written off this method as lacking a definitive ROI or as being “fluffy.”
The fact is that there is a huge wealth of information that is available from your social traffic, which means there are a variety of ways that you can use it for conversion rate optimization, as well.
One example of this would be the Facebook Check-In feature. If you offer a 20 percent off when you present your Facebook Check-in, it will allow you to evaluate the role your social presence has in impacting your actual conversion rate. Additionally, you can consider organic social analytics, which will help you to understand where your various social users are in the funnel, based on the interactions, questions and engagement.
Another option is investing in social advertising. In the past year and a half alone social advertising has grown substantially, particularly in LinkedIn, Twitter and Facebook ads. When you organize the social ads and PPC methods that you use, it will ensure that you are driving customers to your site that will result in conversions.
Try and Test for Success
Conversion rate optimization is only one discipline that is part of a holistic and balanced online marketing strategy. It is not the only target or goal that you must focus on and it will certainly not be the only investment that you make during the year.
There are some free tools, however most like Hybrid Connect are offered at a very reasonable price.
There are many pieces of software that provide great insight. Even the new SEO Spotlight that I rate has some Social conversion rate indicators built in. Don’t sit on the fence on this – take a look at Hybrid Connect conversion rate optimization tool see if it works for you.