Few brands pay much attention to conversion rate optimization (CRO). They can do it tangentially, while working on other aspects of their business, but they often do not focus specifically on it. At least not in the same way that they prioritize classification factors for SEO. But CRO is just as important. In fact, it could be the most important thing you can do for your business.
Here is a 12-step plan for optimizing the conversion rate:
Make data-driven decisions: Before analyzing your company's dashboard, it is best to start with an action plan that details how you will find the data you need and, more importantly, interpret the data to make the right business decisions. Here is a five-step process that you can use to start with data-driven decisions.
1. Look at your goals and prioritize
Any decision you make must start with the objectives of your business at the center.
Then, start by asking yourself: What objectives do you want to improve?
Start with the most important thing when you are making decisions.
For example, let's say you want more people to subscribe to your premium SaaS tool in Europe. In this case, generating more registrations is your top priority. But, during the research phase, you may find that 75% of premium subscriptions come from Norway, but less than 10% come from the United Kingdom or Germany.
Therefore, the goal is to "increase premium subscriptions in the United Kingdom and Germany." Once decided, you will need data to support it.
2. Find and present relevant data
Once you have identified the problem you want to solve and the decision you are going to make, it is time to find and present relevant data.
It is important to note that the word "relevant" is key here.
You don't want to spend hours analyzing data that will have no impact on your final decision. Therefore, keep the relevant data and only collect the data related to your goal.
You can find relevant data in sources such as:
Website analysis.
CRM software
Business intelligence platforms
Social listening tools
Customer comments:
The last point is especially important, since 60% of companies say that the use of customer feedback as part of their decision-making process has contributed to their most successful projects.
A/B test strategically: The A/B test, also known as a split test, is the method used to compare two variables of a marketing strategy in order to identify which one works best. You can apply it to the content of a blog production, for example.
Imagine that you are deciding what type of visual resource to insert into your blog posts. Is it better to use an image to illustrate the content, or would a video generate more commitment?
By running an A/B test between two blog posts, one with images and the other with a video, you can quickly get a sense of preference from the audience.
Soon, we will detail how this process takes place. For now, it is more important to establish that, although it has similarities, A/B tests are different from multivariate tests.
Both are techniques used to compare performance, but A/B tests allow comparing only one variable at a time.
To understand better, let's go back to the example of blog posts. If apart from the visual content, you want to test the different calls to action, you will have to run two different tests. In this way, you will have enough time to run both tests and, therefore, guarantee more accurate results.
Once equipped with these data results, you can make data-based decisions instead of resorting to mere intuition.
As a result, your brand will provide an increasingly satisfactory experience for the customer, in addition to enjoying several benefits.
We will talk more about the next ones!
How can A/B tests benefit your strategy?
Once a system is completely data-based, an A/B test analysis offers almost everything to generate more efficient data-based decisions. But what are the real benefits that these decisions create exactly? Well, it depends directly on the objectives of your strategy and the particularities of your company.
However, it is possible to mention some advantages that invariably come with any A/B test strategy.
To begin with, testing allows you to gain more knowledge of behavior about your audience, a fundamental tool for companies in any industry.
Gradually, this knowledge can allow you to customize the customer experience and, by applying this knowledge to the constant customization of the customer experience, it will generate increasingly loyal customers.
In addition, retaining customers and establishing long-term relationships are not the only advantages. In fact, A/B tests are essential to grow the generation of leads itself.
Based on data analysis, you can identify, for example, the factors that allow you to optimize your conversion rate. To do this, you just need to know what type of variable you should try.
If your strategy focuses on landing pages to generate opportunities, it is certainly a good idea to perform tests to ensure the efficiency of the page content.
In this context, you could create different versions of the landing page and test different variables, remembering to respect the limit to two at a time.
Therefore, if you want to decide between two types of forms, simply look at the results and see which version presents the best results.
If executed well, this process results in an even greater ROI of digital marketing, since it will be possible to convert a greater percentage of visitors to your website.
A/B tests can also be used to solve the problems found in your performance reports. If you notice, for example, that your bounce rate is too high, you will probably want to take immediate action. However, the solution is not always so simple.
If you have already tested the speed and responsiveness of your pages, the problem should lie in their content.
Remember that the bounce rate calculates the percentage of visitors who leave the website without taking any action. The reasons can be several, from the design of the page to the font you use in your texts.
Whenever you encounter a problem like this, you can run A/B tests until you find out which elements generate the most satisfactory results.
Yes, this can be a difficult process, but it brings unlimited benefits to your business.
Eliminate bottlenecks: Are you worried about bottlenecks in the process of developing your incredible new product? If not, you are one of the lucky few and you will find the next paragraphs more interesting than useful, but if you can relate to that narrow part of the process that slows down the entire flow, we have the right thing to help you.
The bottleneck effect. What is this?
Before starting to look for solutions to prevent or relieve bottlenecks, let's make sure we are specific about what exactly bottlenecks are and what contributes to their occurrence. A bottleneck is any part of a process with limited capacity, which reduces the total capacity of the production line by slowing it down.
Presented differently, it is a point in the development flow where the work that arrives cannot be handled as fast as it arrives, which leads to a longer cycle time of the entire development process. Bottlenecks usually cause excess supply stocks, stagnations in production, longer queues, additional customer pressure, frustrated employees and can easily contribute to occupational exhaustion throughout the company.
Prioritize macro conversions
Tell a story (and keep it simple)
Redefine your CTA strategy
Play the long game
Expand the urgency of urgency
Improve the speed of the site
Take advantage of remarketing
Be pleasant (and reliable)
Because what could be happier than converting customers this Christmas season?
Happy digital marketing!
That all your future campaigns are optimized correctly.
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