What kind of impact would a 1% conversion rate increase have on your business?
How about 5%? Or even more?
If you want to learn how you’ve come to the right place.
You’ll learn the following:
On that note, let’s dive into these conversion rate optimization tips…
There are 3 common mistakes you must avoid if you want to optimize your CRO marketing strategy:
Many marketers conclude a change will look better based on opinion and will roll it out without testing. Often, this is not actually better for users.
For instance, some people launch a site redesign because they assume it will perform better, but conversions end up taking a nosedive.
Another mistake is making assumptions based on how you perceive your site rather than how your target audience perceives it. What you care about and notice on the site may be wildly different from your customers.
Conversion rate optimization best practices revolve around letting data drive your decisions. To prevent CRO ideas and analysis from getting subjective, use data.
It’s much easier to get results with big changes.
Don’t make the mistake of testing low-impact elements first, like button colors, small copy changes, adding a video below the fold, or headlines.
Go for big, drastic changes, like re-structuring the navigation or redesigning an entire page.
Drastic tests make it easier for companies in low-traffic B2B industries to reach statistical significance. This is because drastic differences in conversions are statistically significant sooner.
Focus on high-traffic pages and make bold changes based on the data.
Here’s an overview of the standard process we go through for CRO from identifying problems to executing solutions.
Starting off, ask two questions:
Discover where to start optimizing.
Where are your users dropping off? Which categories and pages are not performing well?
This is when you use quantitative data to identify problems and pages to optimize. For example, do a Google Analytics deep dive, analyze high traffic and high exit-intent pages, and look at browser reports.
Discover why users had frustration with the identified pages.
This is when you use qualitative data to identify problems. This includes using heat mapping, usertesting.com, UX testing, polls, surveys, and live chat transcripts.
Identify recurring themes. Look for:
Don’t just look at one data point. Look at the larger picture.
Each question will give you half of the formula. You need both to succeed.
To do your research without destroying user experience, use non-invasive techniques. Create polls that remain visible 2 to 3 seconds shorter than the average time on a page.
Now that you have identified the problems and pages that need improvement, it’s time to solve them.
This is when we come up with a hypothesis and use A/B tests to prove if it’s true.
Design the creative and copy. Remember to test in a drastic way. Prioritize by the level of effort.
Then, make sure you get approval and send it off to your development team to launch.
If you want to see noticeable results quickly, we recommend these three conversion rate optimization tips:
After just 5 seconds on your homepage, can a new user identify what your company does, why you do it better than anyone else, and why it’s for them?
Simply put, make sure your homepage conveys a clear value proposition.
You know those green checkmarks that show up right after you fill out a form field? That’s real-time validation.
Users tend to fill out more forms when this is in place.
Make sure you match the message of your ad as much as you can with the messaging and imagery of the landing page. If you do, you’re going to get better conversion rates.
There are important differences between business-to-business and business-to-consumer sectors.
CRO tends to be focused on B2B landing pages. This is because the typical customer journey involves users searching for a solution and discovering a landing page to opt-in.
In B2C, especially E-commerce, CRO is more about optimizing the whole journey. Users will navigate from the homepage to the category page to the product page.
Thus, B2C requires more research and more of a full-site optimization. That being said, there are many exceptions where B2B also has a large “research” phase prior to converting. One example is the education industry.
If you’re a B2B company is willing to wait a year or more for long-term success, there’s one secret of B2B lead generation best practices that will help you get there:
Get to know your customers well.
The better you know your customers, the more you can tailor your prospect and customer experience. The more you know about your segments, the more you can personalize messaging.
That’s where the industry is going. People want to know specifically how a solution will help them based on who they are and their unique situation.
In the future, a successful company’s conversion rate optimization strategy will have more personalization.
The successful will:
This goes beyond having a one-off wizard quiz. It’s about personalizing the entire site experience.
And always remember:
Until it’s tested, it’s only a hypothesis.
What’s your biggest struggle when it comes to B2B CRO? Let’s talk.