As a digital decision maker, how can you quickly and painlessly improve your website’s converting powers?
There are a million routes to your goal. Let’s start by turning one of the stones, shall we? Marketing jargon alert: enter conversion rate optimisation (CRO).
CRO’s job is to lead the users through an engrossing journey on your website so inconspicuously that they forget you’re trying to sell something. Such a slick operation involves a series of methods, including but not limited to A/B testing, persuasive design, and user behaviour analysis.
Reasons why it works:
- Identifies and resolves specific areas in need of improvement, allowing you to make impactful changes that are likely to significantly boost your conversion rates.
- Exercises the full potential of available website traffic, greatly increasing the likelihood of users completing desired actions.
And when is it not suitable for your business?
- The research and analysis process is time-consuming, making it challenging for small businesses with low website traffic and limited resources for experimentation to witness a statistically significant change in conversions.
- For businesses focusing on high-ticket product offers or subscription services that require long-term commitment, playing with website elements might not yield the best results. Navigating through a complex sales funnel, your customers may drop off at a later stage regardless of how enticed by your offer they were initially.
On the effort vs reward scale, CRO certainly wins the battle of marketing tactics. The caveat for businesses lies in deducing if it aligns with their unique trajectory, operational size, and sales process complexity.
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