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Within digital marketing, we can find countless techniques to meet the objectives of our business. The most common are usually related to SEO, social networks, UX, email marketing, among others. However, there is much more to it than that, such as CRO (Conversion Rate Optimization).
This strategy is essential for companies to achieve better results and increase their revenues, ensuring success in the development of their campaign.
In this article, we will introduce you to the CRO concept so that you can master it correctly.
CRO is a set of techniques and strategies that seek to optimize the conversion rate, with the aim of increasing the number of users who visit our website and, as a consequence, the percentage of sales, leads (the customers who register on our website) or any type of conversion.
However, it can also make us gain knowledge about our customers, better search engine rankings, a higher return on investment, a lower cost of customer acquisition, increased scalability, an excellent user experience and greater trust in our website.
To do this, you must understand what will convince visitors to perform our desired action, based on their behavior, the devices they use or what catches their attention. This way, you won’t miss out on valuable opportunities for conversion errors and ensure that as much of your traffic as possible translates into sales.
As we mentioned, the main advantage that CRO has is that it helps to get customer traffic to perform the specific action we are looking for. In short, that our visitors become customers.
These conversions can be divided into two types:
It is very important to know how to calculate the CRO to carry out a correct monitoring of the results obtained from its application and measure its effectiveness. For this, we will find the following formula:
It should be clarified that “session” means when a user interacts on a website for a period of time or after 30 minutes of inactivity.
On the other hand, a conversion refers to each potential customer generated.
On the other hand, we can say that, like any marketing strategy, the CRO is based on a scientific method with several phases that must be carried out to obtain optimal results. We mention all of them below:
In this first phase, all those weak points that our specific website has and that need to be improved must be identified and analyzed. You cannot start with the conversion process, without taking into account the initial situation.
As analyzed in the previous phase, we must clearly define what we want to improve, based mainly on the flow and behavior of our users, and propose a series of viable hypotheses to carry out the change.
In this instance, surveys and satisfaction tests must be carried out for users, with the aim of verifying if the hypothesis raised is correct.
Based on the results obtained, various solutions are proposed to implement the improvements to the website. A correct follow-up must be carried out to check if these allowed to increase the conversion rate efficiently.
Keep in mind that this will not be the definitive solution, but can be mutated and improved permanently.
To achieve all of the above, several tools must be used. Some of them are:
Finally, we mention other aspects to take into account and that can help in the optimization of the conversion rate:
Now you can start implementing these CRO tips and techniques. The important thing is to correctly observe and analyze all the quantitative and qualitative data obtained, to understand how our visitors interact, identify the problem and apply solutions accordingly.
You will see how, in a short time, you will be able to make the most of your project.
Member of the team of Materialesdefabrica.com and Habitium.com professionals
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