CRO marketing can be unwieldy. Should you start with surveys or multivariate testing? Should you fix bounce rates or improve form performance? Every aspect of the customer journey is important, and you know that effective CRO marketing can impact trust, engagement, and ultimately, revenue.
Even though all of this can be daunting, we’d like to break it down into the most important steps of effective CRO marketing:
These are the five steps that will take your CRO marketing efforts to the next level by creating the strategy that works best for your audience, goals, and objectives.
A key first step in effective CRO marketing is understanding the current state of conversion success and identifying areas for improvement. By evaluating what is currently in place, you can improve the assets that are already performing well and identify areas that might currently be overlooked. For instance, you might notice that initial website forms are performing well, but conversions from secondary outreaches are not performing as well. The idea here is to aim to optimize conversion at different stages of the funnel in order to get the most out of each engagement.
If you are having a problem identifying areas for improvement, you can find tools that help collect customer feedback or use a framework like the Conversion Sequence Heuristic to focus your optimization efforts. Once areas of improvement have been identified, you can create tests to better understand conversion behaviors for engaged users.
Testing is the backbone of effective CRO marketing. There are many tools to help test specific assets, whether you are testing pricing pages, sign-up button visuals, or call-to-action verbiage, there are CRO tools to help you do this. While you may have the basic toolkit in place, like Google Analytics or an A/B testing solution, it can be beneficial to go deeper and test conversion efficiency at all stages of customer engagement. For instance, are you evaluating conversion performance of text messages versus emails? Running these types of tests can help you experiment with new methods and improve overall engagement to ultimately boost conversion rates.
The testing phase is the time for you to interrogate your biases. Document your predictions and design tests that will allow you to check your instincts with measurable data. By designing tests in this manner, you are likely to find unexpected results that can introduce new ideas to inform your conversion efforts.
Once opportunities for improvement have been identified and tests have been set up, it is time to measure results. Data should serve as the compass pointing you to where you should spend your time in order to refine your CRO methods. With this data in hand, you will know what adjustments to make and how to make those adjustments.
Measuring specific user actions will help you discover important questions that might otherwise go unasked. This case study shows how an insurance provider was able to probe their users to ask key questions like:
- “Did you look elsewhere before visiting this site? If so, where?” More than 70 percent of respondents had looked elsewhere.
- “What do you care about most?” 18 percent of users said “fast service,” while another 12 percent said “reliability.”
These questions were only asked after the team measured results associated with scrollmap usage. By measuring this behavior, the team was able to better understand other user behaviors that impacted conversion. These insights were then used to make subtle changes to the homepage and increase conversions by over 30 percent.
Effective CRO marketing practices drive marketers to quickly digest insights gathered during the measurement phase. These insights should inform specific changes to the processes or marketing assets identified for optimization. Implementing changes quickly will help your team use the most recent data in a way that speaks to your audience in a fresh and engaging way. All implemented changes should reflect best practices. For instance, are CTAs as prominent as possible? Are photographs and other appealing visuals used effectively?
When there are significant changes to customer-facing assets, it is important for marketing teams to review the new assets for continuity of message, look, feel, and general style throughout legacy and new content.
A thorough review of newly implemented and existing CRO marketing methods is required to ensure CRO marketing processes match current business requirements. Many teams review the CRO approach on a monthly basis, others do so quarterly, and some, especially in large organizations, review it on an ongoing basis. Whatever the frequency of revisiting CRO methods for your organization, understand that the steps above are best used proactively. CRO marketing should be forward-looking, rather than used forensically to mine answers during crises.
Although you own your conversion process, don’t be afraid to engage other teams within your organization by sharing new user insights, test results, and actual conversion rate data as you execute these optimization exercises. CRO marketing improvements are not only a win for the marketing team and prospects—they are wins for the entire company!