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The be-all and end-all of business isn’t customers, it’s conversion. Don’t get us wrong, customers are great, and the more organic traffic you get, the more chance there is of higher conversion, but if you’re already getting good traffic to your business or website and still have a low conversion rate (like 25% of businesses say they do) then there’s something obviously wrong.
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Traffic Radius is a digital marketing company in Melbourne offering premium CRO and online marketing services. We can help you reach your goals and if you’re in the situation mentioned above, we can help you turn that traffic into turnout.
Conversion Rate Optimisation, also known as CRO, is a digital marketing technique aimed at doing two things:
In simple terms, CRO is the process of optimising your website content and copy, so that when customers take the user journey through your site they are more likely to buy something, sign up to a mailing list, share some content, any action that earns you profit or sets up the potential for profit.
This sets up the understanding for tow sub-types of conversion, Micro, and Macro conversions. Micro conversions are when customers or potential customers take an action that could earn profit in the future, such as signing up for a newsletter, sharing content, or putting items into a cart.
While they are effective and indicative of a solid CRO program, they merely increase the potential to generate revenue, while creating none of their own. Macro conversions are the more desirable of the two, and consists of more immediate value-generating actions such as making a purchase, subscribing to a channel, or making use of a promotion.
This may all be well and good, but how does it help us form a CRO strategy of our own?
CRO doesn’t have the same prerequisites as most marketing strategies you’ve heard of up to this point might have had. You’ll never see anything like a CRO video strategy, or blog designed to increase CRO. While these may be a part of the strategy, they won’t be its foundation. This is about optimisation, not re-publishing.
This is a reason why CRO is so handy, it doesn’t require a whole lot of new content to get going, it just requires you to test new options with your existing content.
However, let’s imagine that we’re starting from the very beginning. You have a business, your business has a website with good traffic, and while you’re keeping your head above water things are definitely tight.
You recognise the fact that you have good traffic, which means people aren’t having any problems finding your business. Now you need to turn that traffic into profit, time for some CRO.
The best way to approach CRO is the same way as the scientific method you might have learned in school:
This stage requires you to use some tools to get some analytics about your website and how it’s being used. Things like Google Analytics/Optimise, Hotjar, and others can provide you with statistical and visual data about how users travel through your website, what they interact with, and at what point they leave. Using this information allows you to form a psychological profile of your audience, what they like and don’t like, what they choose to interact with versus what they ignore.
Next comes the analysis of this data. The tools you use will reveal vital statistics about your website, its design and how customers interact with it. Use this to discover the pain points of your website.
After finding your website’s pain points you can start to create alternative drafts of things that might solve them. For example if customers leave your website after reading a particular blog or watching a certain video, it’s likely something within that content is offending or otherwise discouraging your audience from continuing business with you.
Look at similar content on the websites of competitors that are matching your CRO goals and see what they do differently to you. Draft solutions to your problem areas based on this.
Alternatively you can also use several forms of media to find what pushes audience members to convert. Surveys can be made using websites which you can then post to the public and have the collective results displayed for you at the end of the questioning period.
You can also use heatmaps and other forms of analytical media to ascertain what might work well. Interviews also work well to help you better understand your customers, their thought process, and what they’re looking for in a company like yours.
Once you’ve formed alternate plans of your content, you can then create mock-ups based on what you predict will help you reach your CRO goals. Then using a CRO tool like VWO testing, take these mock-ups to the public and see which gains the more positive response.
In this sense “Iterate” means simply to “publish.” In the scientific method it means to put the new learning to the scientific community and general public. In the case of CRO, it means to simply implement the findings of your optimisation process.
It’s very important to remember to not test too many things at once, or for too long. A CRO testing plan should be designed to narrow down variables, and if the testing environment has too many, it will be near-impossible to gain a concise understanding of what it actually is that convinces your audience to convert.
This may sound like a lot to get through for someone not involved in marketing, but the fact is, this is the baseline, extremely simplified explanation. This is just what needs to be done in order to optimise your conversion rate, but there’s a difference between knowing what to do and how to do it, not to mention that once this process is done, it then needs to be maintained lest your conversion rates go back down.
This is where Traffic Radius comes in.
We are a Melbourne-based digital marketing company with international reach. We have been in the marketing industry for years, starting out as a small company and quickly grew into the giant we are today. We have a large team of managers, co-ordinators, designers, developers, and creators, all highly trained and very experienced.
Our results-driven attitude, strict policy of transparency, and friendly service have helped us rise through the years and develop and maintain a roster of hundreds of clients. To make use of our services for yourself, contact us here or call us on 1300 870 901.