What is CRO Marketing?

CRO Marketing, or Conversion Rate Optimisation is the term to describe the enhancing and fine tuning of methods used to turn a visitor into a customer.

This can be applied to both online and offline marketing but is more associated with optimising websites online as it’s a lot easier to measure and quantify.

Like SEO, CRO can be done by just about anyone. However, to consistently achieve ongoing business goals it needs to be done right. It has to be an integral part of an ongoing strategy that takes its shape and direction from constant data analysis and customer feedback.

Every website is a blank canvas for launching a CRO strategy.

So, let’s talk about how you can get started on your masterpiece

What is a Conversion?

There are different ways to measure conversion. How you do this will depend on your business type and your business goals.

Essentially it is the completion of a pre-determined action or goal.

Conversions can be split into two different types:

  1. Micro Conversions:

This could be a visitor signing up to receive a monthly newsletter or becoming a follower of one of your business social media pages or asking for further info.

  1. Macro Conversions:

This is a more sought after type of conversion such as a sale, a subscription sign up or a hot lead capture.

The more financially valuable of the 2 is the Macro conversion as this would be more likely to deliver a better return on investment (ROI).

However, the more natural customer journey would start at the micro level which in turn could be nurtured into a macro conversion.

You can see how this relationship can potentially work here. This graph from WordStream shows an approximate 2-3 times conversion increase for a visitor familiar with a brand.

Conversion rate graph for different kinds of customers

Successful sales funnels often begin at the micro level by providing information and value to encourage a potential customer through the conversion journey (i.e. new to repeat visitor).

Both types of conversion are helping to lower customer acquisition costs. Once you have a visitor on your site you have to work hard to keep them

Calculate My Conversion Rate:

It’s really easy to work out your websites existing CRO strategy score.

Action/Goal Completion (divided by) Number of Unique Visitors x100 = Conversion Rate %

A “successful” conversion rate will differ for different industries, and have also been shown to differ between mobile and desktop users.

Ultimately, if your rate is generating revenue, that in turn is creating a profit, that’s great. But there’s always room to improve your CRO marketing efforts and exceed your business goals.

Improve your CRO Marketing:

Improving your conversion rate optimisation is a process of testing.

Like a lot of marketing, particular online, it is well worth investing time in trying different methods to see which are successful. What resonates best with your customers?

To do this you need to know your customer. In order to build relationships of trust it’s important to ask for feedback. You then have to act on that feedback. Turn insights into action. This is often referred to as the ‘Customer Feedback Loop.’

The customer feedback loop

Analyse visitor behaviour when they’re on your site. This will help you to direct time and resources to the right places that will have the biggest impact.

There are lots of methods that you can experiment with to have a positive impact on your CRO.

You can try:

  • Conversion funnels: Create a relationship building journey for your customers
  • Specific landing pages: Create specific pages for specific intended actions
  • Site analytics actions: focus on improving the pages that are most visited but perhaps don’t convert how you would expect. Use a software like HotJar to see how your visitors are behaving on your site

More general actions you can take include working on your site copy. Always write user friendly, positive and emotive copy, especially on sales pages.

Insert text based ‘Calls to Action.’ These can encourage visitors to visit action taking pages of your site and help increase conversions.

The Amazon CRO Masterclass:

Amazon play with our minds. They manipulate our psychological decision making in more ways that we probably realise. But it’s a tactic that works and our brains are to blame!

When it comes to e-commerce CRO marketing they are the masters!

Amazon CRO marketing masterclass example

 On each of their product pages Amazon CRO marketing is firing subtle (and not so subtle) messages into the ‘buyers brain.’

Social proof: Nearly 6000 reviews with a 4.5 average rating and 1000 answered questions

Easy (cognitive) Decision Making: Prime, Free Next Day Delivery, In Stock, Click and Collect

Principle of scarcity: Special limited offer (with added price reduction incentive)

Associated spend: Bundle and Save pack is a ‘personalised’ up sell.

Don’t be afraid to “borrow” the 5 main conversion tactics employed by Amazon; Cognitive ease, personalisation, persuasive notifications, scarcity and anchoring.

Each will be a powerful addition to any business, not just an e-commerce website. 

SEO v CTR v CRO – The 3 Marketeers:

This trio of acronyms can help power your marketing efforts. They will take your potential customer through the various stages of discovering, adopting and embracing your brand.

SEO: Carefully planned and executed search engine optimisation will lead your customer to discover your brand on the SERPs.

CTR: The click through rate will be determined by successful metadata presentation along with the buyer intent. This will hopefully lead to a visit to your site.

CRO: Now you have a visitor on your site it’s time for the conversion rate optimisation tactics to come into play.

By carefully ensuring that these 3 stages work together you’ll put your website in a strong and trusted position.

They can lead to improved insights and UX with a subsequent decreased bounce rate. This in turn will lead to increased trust (from both users and search engines).

Content can then become much more targeted with more appropriate and personalised content.

Laser Focused CRO: 

If you’re not sure where the best place is to start with a CRO strategy, there is a simple method you can use to decide.

And it’s another tasty acronym to help you remember. PIE!

  • Potential
  • Importance
  • Ease

If you score each strategy for each piece of the pie, you’ll have a list created in order of importance.

This will help you to focus your efforts to help achieve your business goals.