In a world where conversions drive profits, conversion rate optimization (CRO) is a key strategy to enabling growth. The goal of a CRO strategy is simple: experiment with your marketing campaigns to find insights that optimize your campaigns to convert more often. Simple, but not easy.
Becoming a CRO expert can feel like a bit of an experiment itself–and it should feel this way. It can be hard to learn the secrets of testing campaigns, identifying meaningful insights, and putting those insights to the test. But like every strategy, there’s always best practices to get you started. That’s what today’s article is all about–helping you along your path to becoming a CRO master.
The goal of a CRO strategy is clear: increase conversions. But if that’s your only goal along the journey then you’re already falling behind. CRO is not a get rich quick strategy. It takes investment, consistency, and patience to fuel the growth momentum that CRO can spark. For this reason you need to be clear about your goals upfront.
Your goals should center around what you think will drive more results. Yes, you want to convert, but how will you convert? Will increasing customer engagement lead to conversions? Will reducing bounce rates help your campaigns? Ok, now ask yourself how? How will reduced bounce rates increase your chance of conversions? Maybe customers staying longer on your landing page may lead to further upsell opportunities and increased revenue per conversion.
These are the sorts of milestones you need to aim for as you develop your CRO gameplan. Start small, chain together wins, then push for the bigger brand vision. Continue to expand on your goals and soon the conversions will follow.
The world of CRO revolves around experimentation. Continuous testing is the goal of any CRO strategy but this shouldn’t be confused with aimless testing. Each experiment should have very precise goals and a clear intent behind it. For this reason, you need a clear understanding of the variables you want to test against and why you’re testing those variables.
There are always the basics you can start with:
But these are just the foundation of what you’re testing should be. It’s not enough to just say you want to test different copy on your landing page or ads. You have to define the why’s and how’s. Perhaps you want to test a shorter version of your copy due to high bounce rates. Or maybe you want to test new messaging in your copy to find what resonates best with your customers.
If you can identify the main variables you need to test for early on it allows you to be a lot more intentional about your testing. To do this, you need to look at what your audience is responding to or not responding to. Basing your instincts off your audience data, what theories do you have about what will drive engagement? Start with your data, check your hunches, and set clear parameters before you test.
Along with your variables you have to set clear markers for your experimentation cycles. Continuous testing is key to mastering CRO but that doesn’t mean you should prepare one endless test. Your testing cycles should be consistent and exist within very clear rules to be considered effective. If you test without clear guidelines you may run the risk of achieving skewed or diluted results.
There a few main areas of testing you need to have clear rules about:
With these parameters defined early on, you should be able to test at ease without running into any major pitfalls. CRO is an investment of resources across the board, which is why you can’t afford to run blindly into the night.
Once you start to hit the ground running, you’ll realize CRO isn’t a sprint but a marathon–perhaps even a triathlon. Every test is an opportunity for a new test. Once you’ve achieved your fourth or fifth testing cycle, you should start to see your conversion rates hitting new heights and milestones.
What you want to create with a CRO strategy is a pyramid of insights, each insight building on the last. If you found a variation of your messaging resonates more with your customers than it’s time to test matching imagery, or variations in length of that messaging. You want to build insights to the point where you have an entire new suite of landing page design ideas.
Some CRO experts are able to build up enough momentum to the point where they’re running multiple tests at once. Advancements in AI are helping more marketers achieve split testing strategies or even deploy MABs (multi-armed bandits) to monitor multiple tests at once. No matter what level of CRO you’re at, always be ready to push your testing, whether that’s through testing new variables, audiences, or campaign strategies.
The key to CRO success always comes down to expertise. But the amount of time required to achieve the experience necessary to maximize CRO is a luxury many marketers can’t afford. For this reason, partnering with experienced experts is always a smart way to fast-track success.
KNB online hosts a team of experienced designers, brand experts, and experienced marketing strategists. We’ve used our mix of experience to help brands of all business types, goals, and growth stages achieve more results and propel their CRO goals forward. If nothing else, our expertise is a great way for quickly building a foundation of CRO insights that you can build on.
If you want to meet to learn about our strategies or discuss a personalized partnership with my team then we’re available to meet. It’s up to you, simply click here and book some time so we can evaluate the best path forward for you.