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Conversion Rate Optimization (CRO)
Is the method of using analytics and user feedback to improve the performance of your website.
This is used to improve metrics on your website that is important to your business. This is also called Key Performance Indicator or KPI’s.
You can apply this in the different stages of buyer’s journey like new customers, registrations, downloads, etc. It aims to increase the percentage of the website visitors experience that turns browsers into valuable conversion.
Why should you care?
CRO has to be taken into consideration. Firstly, you are spending for website traffic and a high conversion rate means a better ROI. It's cost effective to convert the visitors that you already have than attract new customers. It will help you defeat against limited attention span of an average visitor by giving them they want before they get tired of looking.
Importance of CRO
- Higher conversion rate
- Cost effective than finding more visitors
- Defends against limited attention visitors
Here are 5 conversion rate optimization tips
1. Create a customer centered email marketing strategy
You must understand your customer's needs, desires, challenges, pain points and preference. You can then align your business goals and objectives. It will help you tailor your marketing strategy to the benefit of your customers. It will eventually lead to mutual rewards and will help you achieve marketing success.
2. Gain audience and send relevant content
You need to encourage your audience with engaging email content for them to click through to landing pages. Relevance is important to relate to your audience. You should know your audience and existing subscribers. Make an online survey and capture date from the forms. Then you can segment according to the answers from your list and plan your email that talks to each segment.
3. Map out customers cycle
Review each process within the customer's life cycle in relation to the buyer’s journey. You will be able to determine the behavioral habits of the customer and tailor a trigger for sending an email campaign. Use personalization and persuasion approach to nurture customers relationship and loyalty. This will increase the value of your subscriber's list.
4. Optimize subject lines and CTA’s
The path to engagement requires continuity and optimization. Clickable subjects lines are very important to gain high open rates. The call to action should be compelling and clear enough for the audience to take action. You have 3 seconds to get the person to notice your call to action. It should be readable on any screen. There are ways to optimise key elements in your email marketing campaigns. Make sure you dedicate a time to do this process.
5. Test, Analyze and refine content
The importance of testing in your email marketing campaign is a very crucial part. You have to see the different aspects of your email templates, that were A/B testing comes in. It will tell you which test won and from that data, you will know exactly what you did that engages your audience. This is a good way to refine your content.
We hope that this article will help you with your conversion rate optimization to maximize your company’s full potential in your email marketing strategy. You should maintain emails that aim to engage, influence and excite your subscribers that would lead to conversions on their buyer’s journey. We can’t stress enough the importance of getting to know your audience first - this is the most important thing that you have to do in CRO.