To some, conversion rate optimization might seem like another buzz term hashtagged all throughout your LinkedIn feed with no meaning behind it. It is often discounted as a term that only the most resourceful brands could afford to invest in.
I’m here to promise you that nothing could be further from the truth. In fact, conversion rate optimization (CRO) may be the greatest tool smaller businesses have at their disposal. The payoff isn’t instant, and it’s a strategy that requires dedicated investment, but if done right CRO can forge a path to sustainable growth.
The key is to build a continuous framework for success. To get you started on building your own framework I’ve put together three strategies to jumpstart your initiatives.
Testing is the foundation for a successful CRO strategy. The unfortunate truth is most marketers have this misconception that achieved insights can be applied universally.
Not understanding the variables and factors of each test you run will compromise the value of your insights. What may have resonated successfully for one campaign may not be true for another. A number of factors can play into how each campaign turned out including:
– Funnel location
– Time ran
– Campaign goal
Each of these can affect why a certain aspect of your experiment did or didn’t yield results. Which is why it’s so vital to personalize each test based on these factors. Segment your campaigns by these variables and set testing parameters that fit the goals of what you want to explore with each segment.
A campaign targeting top of the funnel audiences may be better suited for testing how to generate better brand awareness and clicks, while a campaign at the bottom of the funnel may be better for testing content, landing pages, and conversion influencers. The insights from the test on the top of funnel campaign can help you improve results with later funnel campaigns but they won’t directly be applicable to how you design those campaigns.
Another common setback many marketers face is not planning for testing ahead. Waiting til the end of your campaign set up to determine your testing parameters will greatly reduce the value of your results.
Here’s two things to keep in mind to stay ahead of your testing initiatives:
Design with purpose: each element of your ad, landing page, and sales material should have some purpose to it. Consider theorizing what each element of your campaign will produce such as, this hero image will reduce bounce rates, or a CTA at the top of my ad will increase clicks.
Back your decisions with past insights: Don’t throw darts in the dark. If there is an aspect of your campaign that you can’t explain through data then reconsider it. Gut instinct is a dull tool without the sharpening of data so try to find the perfect balance. Feel free to expand on what you did last time but be sure it comes from a place of insight. This is relevant to a CRO strategy because each test should build on another so you’re constantly testing your data and finding the perfect sweet spot of success.
The final goal of any CRO strategy is to test frequently. This doesn’t mean you never get to reap the benefits of a finished testing cycle–it just means you don’t stop aiming for higher performance. This is why a CRO is so applicable to brands of any size. You may not achieve the same volume of results as soon as a more resourceful company but if you stick to it, your results can only increase.
The first trick to this is management. You need to consider finding a tool or team of experts that can make organizing your experiments–and their insights–a low effort task. There’s nothing worse than manually tracking your insights only for human error to get in the way and ruin all the work you’ve invested in. This is why a specialist is important to have around.
From there, consider new testing initiatives to bolster results. A/B testing is a cornerstone of digital advertising but that doesn’t make it the only proven method to generate insight. Multivariate testing has become a huge strategy for marketers looking to examine results on a grander scale.
Once you’ve completed a few tests focused on one variable then consider taking those insights and throwing them into a multivariate experiment where you can evaluate numerous conversion influences at once. Split testing is another strategy that may be of value to your team. There are options available just make sure your team or hired specialists know what they’re doing so you don’t deflate your results with poor management.
Once you have a sustainable system for tracking tests, gathering insights, and understand the pace your team is able to function at, you can begin to examine your testing frequency. Some companies like to run multiple tests at once, some go one at a time. Either is fine as long as you’re already preparing for the next test before the initial campaign is even done. Make sure to plan ahead and constantly seek out new opportunities for optimization so you never miss a chance to improve results.
Even with all the right building blocks it can still feel like a daunting task to start your CRO journey. So why not work with an expert?
My team and I can get your campaigns set up for a CRO framework that fits your advertising needs. We can work out all the details and get you started on the right track or take on all your CRO initiatives for you. It’s up to you, simply click here and book some time with my team so we can evaluate the best path forward for you.