Conversion rate optimization (CRO) is the process of increasing the percentage of landing page visitors who take a desired action, such as making a purchase, subscribing to a newsletter, or downloading a file. The ultimate goal of CRO is to improve your advertising bottom line, whether that’s by increasing revenue or reducing expenses.
Many different CRO techniques can be used to increase conversion rates, but the most effective campaigns usually employ a combination of several different tactics. CRO techniques include A/B testing, landing page optimization, and personalization. The following five steps will help you fuel online growth with CRO tools.
1. Create measurable outcomes with your landing page creation
Measuring the success of your landing pages is essential to fueling your
online growth–you need to know what elements are working and what ones need improvement to make the most of your traffic and potential audience reach. To measure the outcomes of your landing page creation, you need to track the following when you create your landing page for the best results:
- Conversion rate: Create measurable outcomes with your landing page creation by tracking conversion rates. This will tell you how many visitors are taking the desired action on your page, whether that’s subscribing to your newsletter, downloading a white paper, or making a purchase.
- Bounce rate: Another vital metric to track is your bounce rate, which measures the percentage of people who leave your site after viewing only one page. A high bounce rate indicates that your landing page isn’t relevant to your visitors or is not effectively delivering on its promise.
- Time on site: Time on site measures how long people stay on your site after they land on your landing page. This metric can give you insights into whether your page is engaging enough to keep people’s attention.
By tracking these metrics, you’ll see which of your landing pages are performing well and which ones need improvement. You can then make changes to fuel your online growth with CRO
2. A/B test and challenge your hypothesis
A/B testing is a crucial tool in your optimization toolbox because it is impossible to assume what will work with your audience. A/B testing is a great way to challenge your hypothesis about what you think will or will not work with your audience. The goal of A/B testing is to identify which version of a web page, email, or other content results in better performance – more clicks, signups, purchases, etc. You can test almost anything, from the arrangement of sections on the page to the colors and imagery.
To set up an A/B test, you first need to identify what you want to test. Once you have your hypothesis, you create two versions of the content – version A and version B. You then send both versions out to your audience and see which one performs better. By doing this, you can learn more about your audience and use data to inform your design processes. A/B testing can seem like a lot of work, but it’s worth it to ensure that your online growth strategy is on the right track. There are plenty of tools to make A/B testing easier, such as Instapage or utilizing things like A/B testing stacks.
3. Constantly refresh your landing pages
The layout, design, and messaging on a landing page can significantly impact whether or not potential customers convert. That’s why it’s important to constantly refresh your landing pages, even if you don’t have the resources for A/B or split testing.
Refreshing your landing pages doesn’t have to be a major undertaking. Small changes, like an updated copy or a different call-to-action, can make a difference. And, if you don’t have the time or resources to do A/B testing, simply refreshing your landing pages regularly can grant you insights into what’s working and what’s not. When it comes to online growth, CRO is key. By constantly refreshing your landing pages, you can ensure that your website is optimized for conversion and driving results.
4. Find opportunities for optimization
When it comes to online marketing, there are many moving parts. You need to generate traffic, convert that traffic into leads and close the sale. If any one of those steps falls short, your business can too. But don’t worry – there are ways to optimize each step of the process and get your business back on track. By finding optimization through your funnel, you can identify which areas need improvement and make changes that will lead to online growth.
Finding opportunities for optimization throughout your funnel can be a challenge, but you can start by looking at your landing pages. Are they effective at guiding visitors to the next step in the conversion process? If not, consider creating new landing pages for different pathways. This is because different visitors will be coming to your varying sales channels with different intent and interests, so you need to make sure they can find what they’re looking for quickly and easily.
5. Constantly improving CRO for online growth
When it comes to CRO efforts, many businesses try to appeal to too many people at once. This is often done to increase their customer base or sales, but in reality, it can have the opposite effect. Focusing your testing on specific audience segments and scaling your insights to new audiences can help you fuel online growth much more effectively.
This allows organizations to focus on making small, incremental changes that are more likely to result in a positive impact. As you scale your insights to new audiences, you can continue to refine your strategy to ensure that you’re always maximizing your results. Investing in new tools can also help you better execute your insights. Tools like Instapage can help you test different versions of your website or landing pages to see what works best for your visitors. By focusing on CRO, you can make sure that your website is optimized for conversion and that you’re doing everything possible to drive online growth.
By taking a data-driven approach to CRO, you can make informed decisions about where to focus your efforts. Instapage is a landing page platform with on-platform testing features to help marketers deploy all their tests from one place. The platform offers various templates and integrations to make creating and publishing landing pages quick and easy. Whether it’s A/B, testing, heat maps, form analytics, or more, Instapage provides marketers the tools to track and improve their conversion rates all from one convenient and seamless platform.
