Who works with Digital Marketing certainly already have seen the term CRO several times there. In a free translation, the term means Conversion Optimization and consists of a set of methods and practices that improve conversions on your website, Call to Action or Landing Page without necessarily increasing the traffic you already have.
The results obtained in CRO can bring great benefits to your website and help your business grow . For example, suppose your company has a Landing Page eBook that receives an average of 1000 hits per month, but only 100 of them are converted and download your eBook. After correctly apply the CRO techniques on your page, your Landing Page may still getting 1000 hits per month, but 200 of them will download the eBook.
Translated to percentage results, that means your Landing Page with 10% conversion rate has been optimized and now has 20% conversion rate. This optimization can happen in several ways: it can be textual, better convince your visitor about the value of your eBook; It can be visual, leaving a Call to Action more attractive and highlighted, among many others.
In this post, let’s drill down a bit the concept of conversion and all the variables that comprise it, explain how the use of CRO techniques works on your site and give some examples of how to generate their optimization hypotheses and develop tests that will help your page convert more.
When we think of conversion in Digital Marketing, immediately associate the word to Landing Pages and converting visitors into Leads.
But for CROs can understand the concept of conversion as something much broader, involving various types of action that a visitor could take on your site.
In addition to complete and submit a form, we can consider as well as conversions, for example:
The important thing here is to know what are the types of conversions that will bring the results you seek. If your goal is to generate Leads, it makes sense to include the forms of their landing pages in your CRO strategy, but if you want to increase purchases from your online store, the approach should consider conversions within your ecommerce, starting at “to register on my website” and end in “complete payment form.”
In addition to knowing which is the conversion type that will suit best to their goals, it is important to know what are the variables that are part of a conversion.
With that in mind, MECLABS , an American institute specialized in super science of conversion optimization, created a formula that dissects the characteristics of a conversion:
C = 4m + 3v + 2 (If) – 2a ©
C is the probability of converting the user, and it is the interaction between all the other variables, which we will explain below individually.
The motivation for that user to perform the conversion. The greater the interest of your user in your offer and alignment between the two, the greater your chance of conversion.
The weight of the motivation in the formula is 4, which makes it clear that to make an offer that is in the interest of your audience is one of the most important factors for a good conversion.
For example, no matter how good the offer of a travel package to Rio de Janeiro, it will hardly sell to a resident of Rio, since he has no motivation for it.
The value proposition is the answer to the question, “why exactly should I turn here?”. It is the value that the user sees in your offer, how much it adds or improves his life, and what differentiates your offer similar to its competitor.
When we speak of an offer that involves buying, the price, cost-effective and the product’s appeal are examples of value proposition.
As for a Landing Page Conversion of free stuff, we consider the quality of the content and material, the credibility of those who produced the material and the clarity of value on offer.
The weight of the value proposition in the formula is 3, the second most important factor in conversion: even if the user has motivation to his offering, he needs to see the value and the positive advantages that it offers.
The additional incentive involves features that can be added to its offer to give a boost to the conversion more.
A discount is the most common type of incentive that we see out there, but we can go further. Guarantees (lowest price, the results achieved, the on-time delivery), urgent aspects ( “buy now, pay less,” “Last drive the stock”) and social proof ( “these companies are our customers,” “over 10,000 people downloaded our content “) are also examples of additional incentives that bring results in conversion.
The friction elements are those that bring difficulties for the conversion and may encourage the user to not convert. Hence, the conversion formula, the friction is subtracted from the added incentive, being a variable which reduces their likelihood. usability problems on your website, disjointed content and extensive forms are all friction elements.
It is important to note that it is impossible to eliminate all friction conversion: remove form fields to enhance a Landing Page conversion is valid, but we must pay attention to what information is important for the strategy. The focus should be on not to overdo the use of elements that cause friction and balance them with the incentive elements and the value proposition of our offer.
As friction, anxiety elements are subtracted as in the conversion formula are harmful to the likelihood of conversion.
Involve all aspects that can generate insecurity in conversion: “It is safe to place the number of my credit card on this site?”, “My personal information is protected?”, “If I fill my email, I receive much spam?”.
Get security certificates for your site, give the user information about your email shipping policy and enter customer testimonials that successfully converted are ways to decrease anxiety and improve conversion.
With the conversion characteristics and the importance of each in mind, we have a good guide to work on optimizing our page conversions. We know it’s important to understand the motivations of the target audience, working on the value proposition of our offer, give good additional incentives, reduce friction and anxiety conversion.
Now, for the conversion optimization is done cohesively and well structured, allowing real insights and continuous improvement of your page, you need to pay attention to the three stages of a continuous improvement cycle:
When CRO developed a strategy, it is very important to act with hard data as the basis, whether quantitative or qualitative.
For numerical and objective data, Web Analytics tools are our great allies as provide us with metrics such as number of hits, visits characteristics, bounce rates and traffic sources for each of the pages of our site.
The most popular is the Google Analytics because it is able to capture a very complete range of data from your website and your access, but many tools are able to give insights on what metrics should be improved. Here at Digital results, we use the RD Station to check email open rates, conversion Landing Pages, traffic on our sites, and other valuable information for conversion optimization.
As for qualitative information, the secret is to listen to your audience. Interviews with users can be performed through a form sent by email to your Leads base or posted on its website, inquiring about the impressions and opinions that your visitors have about your business, product and website. usability testing is also a very valid approach.
The analysis of these data provides valuable information on the navigation paths that your audience takes on your website, what he seeks, what he may or may not be finding the devices and browsers it uses, the pages that are more user closes your site, their sorrows and needs time in buying journey among many others.
The generation of the hypothesis is the time where we wondered what might be affecting the performance of a particular given up in the analysis stage, what kind of action we can take to affect this positively given and what is the result we expect.
So for the planning of each test that we run on our site, we must structure our hypothesis containing the following variables: data, change to be held, expected impact.
For example, let’s imagine that, when analyzing the data access certain Landing Page, we noticed that your conversion rates for mobile phones are 1.5%, while the same rate on computers is around 5%.
The page is already responsive and optimized for mobile phones, but on the small screen, the form appears only in the second fold, after an explanation of the text of the offer.
The hypothesis is to bring the form to the first fold increase your conversion rate to at least 3%. Estimate an expected impact to the data is important to have a way to validate that the experiment was successful or not. The structure of our hypothesis will therefore be as follows:
formulated hypothesis, leave for the test run. To be sure of the veracity of the results achieved with the change of the page, rather than simply apply the changes and publish the page, perform a comparative test between the current version of the page and the new version, as amended. It’s called A / B testing.
In this test, using Google Analytics or another tool that can set your A / B test, we segmented traffic into two parts and we direct each for a version of the page, within the same weather conditions, public and devices – failure test It will be effective, for example, test the version in desktops in July and the B version of smartphones in August.
To reach a statistically realistic test result, we calculate the size of the minimum sample of each targeting access through Calculator A / B test , using data from our hypothesis (current rate of 1.5%, expected impact + 100%).
The statistical significance inserted in the calculator should be at least 95% to ensure that the results are not due to chance.
The calculator will give us the sample size by variation needed to reach a conclusive result: in this case, in 1171 access to each targeting. We leave the test running until the versions A and B receive, each, at least 1171 hits.
The web analytics tools will collect the access data from both pages, and it is then that we turn this data analysis to see if the test was successful or not.
Let’s imagine that, of 1,171 hits in the version (the version without changes Landing Page), we had 20 conversions, while in version B (as amended) we had 52 conversions.
Let’s put this data now in the Test Result Calculator A / B, keeping the statistical relevance in at least 95%, and we see that the B version converted better than the version and that the experiment was winner.
CRO your strategy should not stop at its first positive result from a test. Keep a record of your results, whether positive or negative, go back to your data and continue analyzing, generating hypotheses and test new conversion optimization.
This process of repeating the execution of steps of a cycle is called iteration, and should be the main feature of their CRO strategy. So you will always find points to improve on their pages, learn more about your audience and will increasingly positive results.
CRO is a vast subject, as well as run it, learn about it can be an ongoing process. Below is some content for you to understand more about the subject: