* by Ricardo Zago
CRO stands for Conversion Rate Optimization or in a free translation is Optimize Conversion Rate.
If we divide digital marketing into two main pillars, we will have traffic on one side, which is all you do to bring visits to your website. (For example: SEO, Adwords, Facebook, etc.) On the other hand, we have conversion. The visitor came to my site, what goal should he achieve? Purchase? Subscribe? Participate in a survey? This is conversion.
A recurring question for small entrepreneurs and startups is what conversion optimization can do for their business.
What is the CRO?
It’s quite common to hear that CRO can only be applied by businesses that have a high traffic website, but the truth is that optimizing conversion is independent of the size of your company.
Of course, when you have a high volume of traffic, the result is much more “palpable”. Either way, optimizing your site to get a better conversion rate at whatever stage your site is at will bring great gains.
Working with CRO strategies is about worrying about experience that your customer (or potential) you have with your product or service from your communication channels and from there mitigate the cases in which your visitor “leaves” without becoming your customer.
If you own a small business and want to know exactly how CRO can help your business, keep reading this article. I hope that in the end you will be convinced that CRO is a path to be followed:
- Why is the CRO still so neglected?
- 3 things CRO can do for your business
- CRO: how to get started
- CRO: The important thing is to never stop
Why CRO is still so neglected
It seems quite logical for companies to be concerned with traffic to gain customers, however a successful strategy is based not only on attracting, but on maintaining and treating the customer correctly without wasting the investments applied in attracting customers.
Studies show that, especially in Brazil, companies do not invest enough in CRO because they have the “impression” that they are wasting money. But for those who realized the importance of CRO and saw the results in number$ in their business, there is no going back, and soon the way is to invest more in the optimization of conversion.
3 things CRO can do for your business
1. Maximize your investments
Optimization helps you get the most out of your investments in traffic, advertising, lead capture, SEO services (often very expensive)). Like? Looking at data that is already yours.
CRO data can help you decide whether your offer is clear. Whether your call-to-action button tells your visitor what you expect them to do, if your product or service information is sufficient, or if they need more to make any decisions.
Guess kills your investment while the data helps you understand the people who are visiting your site. What are their behaviors, what are they really looking for and what is the best way to make these people feel comfortable and safe while browsing and to take any action on their website.
2. Increase revenue without increasing traffic
An advantageous benefit of the CRO is that, through it, you increase your revenue without having to increase your traffic.
If you have 100 visitors per minute and of those visits, only one purchase, your website has a conversion rate of 1%. If you take action to improve your conversion rate to 2%, you've just doubled your revenue!
If you do nothing to improve your conversion and want to get the same results, you would have to double your traffic to 200 visitors per minute, which would certainly be more expensive.
3. Culture change
Implementing a CRO strategy implies changing the company's mindset to a conversion vision. You and your team start to breathe conversion and the focus on the customer is the most valuable return of it.
You will often ask yourself:
- what can i improve on my website that will bring my client a better experience?
- how to make this communication clearer and more assertive?
- doing this am i taking care of my client's real pain?
- and the most important: what do the DATA tell me?
CRO: how to get started
The first question is always: do i need an expert or a CRO agency to do this job for me or can i do it myself?
Everything will depend on the reality of your company. Usually in small businesses or startups, you are usually the one who does everything or has a lean enough team so that you can no longer handle such an important and time-consuming subject.
You will need someone to implement metrics, collect data, identify hypotheses to be tested, perform A / B tests, and take care of measurable and constant improvements.
And once you start to understand what your visitors and customers are doing on your site and what they really want, you will need to define what to do with this information.
Based on this, it may make sense to have someone with CRO expertise to support you in the demands that will arise instead of occupying your internal team with tasks that are not exactly the focus of each role.
If your decision is to go it yourself, it’s nice to already know some tools that are essential to start optimizing your website’s conversion and step-by-step instructions on how to use them. Some are free and others, although paid, have a very low cost.
1. Goal settings
There are several Analytics tools on the market such as:
- Google Analytics (free)
- Adobe Analytics
2. Technical Analysis
- Browser: does your website work in all browsers available on the market?
You can use the tool browserstack.com to browse the most diverse browsers in their respective versions.
- Velocity: how is your page loading speed?? If it’s too slow, it might be worth optimizing your page for faster loading.
3. UX User Interface
An important tool for analyzing user experience with your website that allows you to avoid basic usability errors is the use of "Usability principles of Jakob Nielsen"
4. Web Analytics with a focus on CRO
How is your Google Analytics? Forgotten?
One tip is to insert an event in your calendar so that every 15 days you can check and check how data and conversions are going.
6. Click Maps
Like Hotjar.com it is possible to capture data such as: heat map, click map, mouse movement map, record user sessions, configure funnel, create survey and some other features
7. Qualitative Research
Google Analytics provides us with quantitative data, but qualitative data like surveys give a better direction for the CRO strategy.
Analyze if your communication is persuasive enough to generate actions that are aligned with your website's objective.
9. A / B testing
It is not easy to find good testing hypotheses, but it is possible with the analysis of data and user behavior, to improve the navigation of your website, making selling a much simpler process.
- Omniconvert (paid but offers excellent resources for the entire CRO strategy)
- Google Optimize (free and offers great features for beginners)
CRO: The important thing is to never stop
CRO efforts never end because what works on your site today may not work tomorrow. The world and people change and your business needs to keep up with that change.
You need to be aware of your data, because they are the ones that will guide you when something is not going well and need a new change or some adjustment (tested of course).
The results are not always very fast. Collecting good data, analyzing, hypothesizing, testing and measuring results is a cycle that needs reasonable time and you need to be patient.
But don't be discouraged! There is no doubt that optimizing your website will positively impact your revenue. The CRO guarantees.
* Ricardo Zago works with IT, website development and Digital Marketing for over 15 years