In digital marketing, conversion rate optimization (CRO) is a technique of increasing the percentage of visitors to a website that converts into customers, or more generally, takes any desired action on a webpage.
Conversion rate optimization is an important part of online marketing strategies which shares many principles with direct response marketing – a marketing strategy that gives prominence to tracking, testing, and ongoing improvement.
Here are several things you can do to boost your conversion rate optimization in digital marketing:
1.Write compelling, clickable PPC ads that are highly applicable to the keyword/search query and your engaged audience. All the better if you’re targeting high-intent mid-tail and long-tail keywords that indicate a searcher who is late in the buying cycle, as those consumers are more likely to convert.
- Keep a high degree of relevance between your ads and corresponding landing pages. Your landing page should deliver on the promise of your ad (the call to action) and make it easy for the searcher to complete that action, be it signing up for a newsletter, downloading a white paper, or making a purchase.
- Test your landing page design. Conduct A/B testing to find the right layout, copy, and colors that push the outstanding percentage of site visitors to fill out your form, call in, or otherwise convert to a profitable lead or customer.
How to calculate conversion rates:
Conversion rate optimization metrics depend mostly on your goals, on what you are trying to optimize specifically, be it your ads, your landing page for capturing leads, or your product pages.
Below are the most common conversion goals:
• Submitting information (a lead)
• Signing up for a newsletter
•Calling a given number
•Creating an account
•Form completions
•Downloading a resource
•Engaging with a site (time spent on site, visits to certain pages, page count)
•Making a purchase (end goal)
Why is Conversion Rate Optimization important?
The importance of conversion rate optimization lays in the creative way you will get to combine specialized elements with the psychology of your consumers. There are several conversion rate optimization benefits, such as:
• Increased value of website visitors: your website or landing page can attain more visitors through good SEO and advertising, yet optimizing for conversions helps you generate more sales or leads with the same traffic.
•Leading to more time spent on your website. This, in turn, means a higher chance of converting users into leads or customers.
•Allowing you to get ahead of your competitors, as CRO focuses on improved functionality, enhanced user experience, better site value, and exceptional content.
•Diminishing the costs of PPC advertising, by making the most out of the clicks you get. Through CRO, those clicks pay for themselves.
•Helping you understand more about consumer behavior. This is when A/B testing finally pays off: you can use these insights in other areas of your business as well, therefore improving its overall profitability.
•Increasing your customers’ lifetime value. Most retailers focus their effort in one direction: getting people to click, visit a website, and purchase an item. Good CRO allows you to successfully funnel site visitors both physically and psychologically, towards making that purchase. As long as you offer them great content, a good on-site experience, and- why not?- personalized discounts, there are more chances to turn these one-time customers into frequent buyers.
The results of CRO are very simple – more, better, faster – for any objective or metric you want to drive within your digital estate. Since your website plays a crucial role in business and audience interaction, from construction to eCommerce, the conversion rate optimization will boost you to stay competitive in the maturing digital space.