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Make better use of your traffic
The CRO strategy consists of a set of practices that increase conversions. This acronym comes from Conversion Rate Optimization, a structured and systematic way to improve the performance of sites. Thus, making better use of the traffic that pages already have without necessarily attracting more visitors.
And we’re not just talking about the website optimization; CRO techniques also apply to Landing Pages, test requests, and calls-to-action in general. It seeks to boost the rate of website visitors that take a particular action that you decided as your goal. It can be submitting a form, shopping, signing up for a trial, etc. With the appropriate CRO techniques, businesses can generate more leads or sales without investing more money on website traffic – which can be very expansive – hence growing their marketing ROI and profits.
Consider that you are a real estate website, for example, with a form and a contact link located at the bottom of the page. This form is your goal; you want people clicking on “submit” to turn in their data so your sales team can reach them and then sell homes. Your address receives an average of 2,000 visitors per month, 20 of which convert, or only 1%. In your conception, it’s a little bit low. Now, what can you do with this information?
Well, you can try to increase the number of visits? It can be helpful, but you’ll have to pay to bring more traffic. Paid media is fast, but it can be so expensive in this competitive market. Or, and this is where we are talking about CRO, you can boost the CTR on the submit button of the form.
But first, you need data to understand:
“why is that people don’t go through with this.”
- Is this form too long?
- Where do people abandon it?
- Do people even scroll down the page?
Let’s suppose your problem is that you have few touchpoints on our site, which can make it hard for anyone who wanted to make a request. In this case, you can solve the issue by adding several contact options with Calls-to-Action at various moments in the customer’s journey. But you can only know all that by analyzing your situation.
The CRO secret is studying the data you have and using it to test it out. Only by testing your options, you can improve and optimize your conversion.