Many businesses have already established a website and have a PPC marketing campaigns. You might think that the ultimate recipe for success. But what happens when your conversion numbers go downhill and you’re losing website visitors? If you marketing goals are not correctly aligned with your goals and you don’t look at the whole picture you might get stuck in a black hole with no way to bring your business back to light.
When talking about CRO ( conversion rate optimization) the first thing that comes into mind is testing your landing pages, but this is not the only factor that influences how and why your audience should convert to your business.
What you need to keep in mind when you’re trying to optimize for CRO
You will need to gather all your previous and existing website data to make sure you understand what’s happening behind the big picture. Even this is one of the most important data you need to look at you need to make sure you compare apples to apples. Take into account factors like seasonality, competition, price changes and more. You will need to look at the least of 6 months of data and if you want to compare make sure you look at the previous year’s months and not week by week.
Test and forget
Testing is an ongoing process. You need to continuously improve your landing pages and strategies. Small, but often updates will have a great impact on your overall results. Improvements will also improve your overall SEO efforts and you will be able to keep your current audience happy, discover new audiences and improve the user experience.
We all know there are plenty of tool out there that will make your job easier and save you time, but that doesn’t mean that if you do not have access to them you cannot do anything about improving your conversion rate.
Not all conversion are important or have the same value but they might need each other. Micro-conversions can be responsible for your macro-conversion and if you eliminate one of them from your tests then you might be losing the core of your business. Also, you need to know where to focus your budget and efforts and create a list to rank them in order of their importance.
You need to develop and communicate a strong value proposition and build desire in your audience. This is where you create motivation for completing a call to action. It involves communicating the right message to the right people, at the right time with clarity.
The action has to be easy and enjoyable. If the prospect if frustrated then he will most likely exit your website and never come back. Most likely, this bad experience will be shared with family and friends which will ultimately affect your performance.
You need to test your methods through control testing and look at all the areas of trouble. This implies analyzing every nook and corner from marketing to programming. Your problem might be found in design, copywriting, prices or a mix of all of them.
You might think you know what’s best for your audience, but that doesn’t mean they feel the same way. Surveys, user testing, focus groups, A/B testing can give you enough data in return to discover how your users actually feel about an experience and then make decisions based on that.