Using a combination of these tools and pairing them with a testing schedule is one of the most effective ways to improve your website conversion rates.
Why Are CRO Programs Important?
CRO programs are essential to growth because they improve customer experience, conversions, and sales.
Conversion rate optimizations can even lower your customer acquisition cost by improving conversion rates with visitors already on your site.
For example, if your website gets 1000 visitors a month and has a five percent conversion rate, you’ll get 50 conversions per month. If you can increase your conversion rate by five percent, you’ll double your monthly conversions without spending more to acquire new customers. You can see this at work in this conversion rate optimization funnel.
CRO programs give you insights into what is working on your website and what is not, allowing you to optimize your budget allocations.
As competition online grows, CRO programs are becoming increasingly important.
These days, it isn’t enough to offer a good product or service; you also need an engaging website that loads quickly, funnels users towards your end goals, and offers value and insight.
According to Unbounce, 70 percent of consumers report a slow load time decreases their chance of buying. From that same cohort, 32.3 percent claimed they are only willing to wait four seconds for a page to load.
A strong CRO program can tackle all of these solutions while putting user experiences first and creating a clear framework for improving on-site experiences.
Once you understand how, when, and why your customers enter or exit your site, you’ll be able to make improvements to help it reach its maximum potential.
With a well-structured CRO program, you have the ability to:
Improve the speed and quality of your website.
Improve long-term revenue without long-term investments.
Personalize on-site experiences for your customers.
Capture new insights into visitor and customer behavior.
Who Should Consider Starting a CRO Program?
Any business that wants to improve its online conversions can benefit from a CRO program.
More specifically, CRO programs are great for e-commerce businesses, businesses with email marketing programs, and businesses involved in paid media programs, as CRO is a natural accompaniment to these programs.
Any business looking to improve its online conversions or SEO can benefit from a CRO program. This list can include:
B2C e-commerce businesses
B2B businesses looking to increase online leads
blogs and listing sites looking to improve SEO
agencies and marketers running paid media campaigns for clients
agencies and marketers servicing digital-based clients
SaaS companies looking to drive online downloads
educational institutions that want to attract new students
hotels and hospitality organizations looking to improve bookings
Businesses that stand to see the largest benefits from CRO programs are those that have a large number of monthly web visitors.
CRO programs usually work best with scale. For example, a five percent increase in conversion rate on a site with 100 monthly visitors is only five extra conversions per month. Yet, a five percent increase on a site with 100,000 monthly visitors is 5,000 extra conversions per month.
Additionally, CRO programs are most effective for websites with one clearly defined goal. For example, an e-commerce website looking to sell more products, a B2B business may want to increase demo appointments or drive email sign-ups. Whatever your goal, it should be obvious to incoming visitors.
If you’re ready to start your own CRO program, you’ll want to lead with strategy. Here’s how to get started.
Establish a CRO Culture
For a CRO program to be successful, you need buy-in from top members of your organization and staff.
Top management controls budget, resource allocation, and sign-offs for your programs. Cooperation on this level is essential to see a CRO program through from start to finish.
Likewise, coordination with team members and among departments will be necessary to complete your program. CRO programs often include members of data management teams, UX teams, webmasters, and customer support.
To ensure your CRO program runs smoothly, educate all team members and higher-ups on the goals and benefits of the CRO.
Hire People Who Align With CRO Principles
CRO programs often involve data, strategy, design, copywriting, and web development. If you know your company is interested in CRO, establish this in your hiring processes.
Even better, search out top talent well-versed in CRO and consult their expertise when considering new team members.
The more alignment you have with your team from the start, the more likely you will see success in your CRO program.
Document and Adhere to the CRO Process
A successful CRO program requires a well-defined process.
This process should start by outlining key issues on your existing website and how they contribute to gains and losses in your conversion funnel.
From there, develop hypotheses to tackle these issues, and design a calendar to keep your team on schedule.
Your entire process should revolve around A/B testing. Once you start testing, you’ll likely find more places to optimize. Document these opportunities in as much detail as possible, then add them to your calendar.
Pay attention to any new opportunities for optimization and ensure every decision is data-backed and aligned with your overall business goals.
Use CRO Tools
Whether you plan to watch visitor activities on your website through heatmaps or want to know how your lead forms are performing, CRO tools are an essential part of your program.
Here are a few CRO tools to consider: -heat maps -scroll maps -A/B testing tools -multi variant testing tools -split testing tools -funnel analysis tools -Google Analytics -form analysis tools -visitor recording tools
Use CRO Research Methodology for Applicable Tasks
All good CRO programs start with research.
This can come in three forms: -experience research -qualitative research -quantitative research
Experience research usually involves site walkthroughs, usability analysis, and heuristic analysis to understand the workings of your existing site.
Qualitative research may use online surveys, polls, customer support insights, and user testing to understand how your users interact with your site and what makes them leave. Quantitative research involves web analytics and mouse tracking to see exactly where and how users convert.
This data will give you the foundation for your CRO program and let you know exactly where to focus your efforts.
From there, it’s all about testing, re-testing, and optimizing your website.
How to Measure the Success of Your CRO Program
While increased conversions are the most obvious metric of CRO success, too much focus on conversions can lead your CRO program astray.
Other metrics, such as bounce rates, time on site, shopping cart abandonment, cost per conversion, and clicks should be considered when measuring the success of your CRO program.
Remember, what matters most is the quality of conversions, not the quantity.