Just Another Fad? The Low-Down on CRO Marketing

Conversion rate optimization (CRO) marketing has become a hot topic in the marketing community. However, there’s still a great deal of misunderstanding about what it means and how it can help your company.

Read on to learn what CRO marketing is, why it matters, and ways in which you can incorporate it into your marketing arsenal.


What Is CRO Marketing?

CRO marketing is all about improving the conversion rate in any marketing or sales material so that the reader will take action. It’s about optimizing human behavior to improve the effectiveness of your marketing efforts and ultimately increase revenues.

We’ll use an example to illustrate. Let’s say you’ve got a whitepaper that you want people to download. CRO marketing would involve taking steps to get people to download that whitepaper.

CRO marketing techniques involve web design, copywriting, and interpreting analytics. Much of what differentiates CRO marketing from other types of marketing involves web design or copy.

Where do analytics come in? Analytics tell you two things:

  1. Where you should make changes that will boost conversions
  2. What the impact of those changes are to your conversion goals

A great way to think of CRO marketing is a riff on German chemical manufacture BASF’s slogan: “We don’t make a lot of the products you buy, we make a lot of the products you buy better.” CRO doesn’t make much of the marketing you see; it makes the marketing that you see better.


Why Does CRO Marketing Matter?

A CEO or a salesperson might read this and say, “Okay, that’s great, but so what?” Let’s talk about why CRO marketing matters to your company.

For a start, CRO gives you better insight into your customers. When you optimize your conversion rate by making tweaks to your copy or design, you gain a better understanding of what works for your customers. They’ll be more likely to buy as a result.

It also offers a better user experience on your website. No one wants to visit a site with poorly written copy or unappealing design. A better user experience translates into more buyers.


Three Common CRO Marketing Tactics Marketers Try

What are some common CRO marketing tactics? Research shows marketers typically use A/B testing, copy optimization, and online surveys.

A/B testing (also known as split or bucket testing) compares two versions of a website to see which performs better. It gives you hard evidence that a particular element of your website works (or doesn’t).

As the name implies, copy optimization involves making changes to your copy to increase conversions. Your copy should have a specific purpose in mind, and ensure it’s written to funnel users to the most relevant areas of your website. Don’t distract your reader from the desired outcome.

Online surveys provide insight into what your customers think of your website, allowing you to make changes that will encourage people to buy.


Three Uncommon CRO Marketing Tactics Marketers Try

Want to try something different? Here are three uncommon CRO marketing techniques to try: message matching, hyper-personalization, and micro-commitments.  

The idea behind message matching is to align your ad to to the landing page where visitors are heading. The copy of your landing page and your ad should match, as should the design and images.

Hyper-personalization, as the name suggests, means that you customize marketing messages so that they’re appealing to specific prospects. The ability to hyper-personalize is based upon segmenting lists and collecting data on behavior (such as browsing and purchasing history).

Micro-commitments are small steps you ask visitors to take towards a conversion goal. You might ask them to share a piece of content on social media or sign up for a free trial. Micro-commitments build familiarity with your brand and gradually move your leads towards a conversion goal.


What Comes after CRO Marketing?

CRO marketing is one part of a full marketing program. It complements your current marketing efforts, enabling you to convert more prospects into leads.

To learn more about you can boost your marketing efforts further, request a live demo here.

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