Conversion rate optimisation (CRO) marketing is critical for a successful inbound marketing campaign. It’s sad to think that you’ve put precious time and effort to get your website seen by a valuable customer base, just for them to be put off by a confusing landing page. But consider if from their perspective: they’ve made the effort to check out your website. And their tired eyes can make neither here nor there of your content. Relieving this fatigue, and winning back your visitors is the role of conversion marketing.
Refining The CRO Path
The key element to CRO is the strategy behind your landing page layout. A landing page is the displayed web page that a visitor sees when a user first clicks through to your website. Users may enter your website via a link featured on an online advertisement, a referral article, social media post or a search engine result.
It’s important to keep in mind the entry point for each user that may end up on your landing page. This is important, as different set-up situations bring about different mentalities. Following this understanding, you can make the necessary adjustments to content or the flow.
This primary path of the user experience that leads to a conversion is referred to as the conversion or sales funnel. You will want to have a tailored conversion funnel for every target audience. Making specific considerations of customer relevance to your offering will help you set up your CRO marketing for success.
You can start testing onsite elements on your landing page right off the bat when you set up your CRO strategy. Maybe you want to trial different colour schemes, headings, images and layouts – every little detail can increase your conversion rate! Just ensure you are testing these elements one at a time, altering one variable between two different versions of your landing page. This is called A/B or split testing. During the live phase of these web pages, it is up to you to monitor them and assess which of them are performing best. Once there is a clear winner of the two, you can start cutting out landing pages that aren’t converting.
The CRO marketing– when implemented by conversion rate experts– is an ongoing and active process. But by putting in the effort, you will be be rewarded with better conversion rates and more money left in your bank account. Fore more tips from Melbourne’s conversion rate specialists, sign up to our newsletter, or send us an inquiry! We’re ready when you are.