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One of the main reasons that most businesses – including most likely yours – have set up websites is to attract new leads and gather their information in order to nurture them into customers.
The methods that you use in order to accomplish this goal are extremely varied, whether it’s through the use of your blog and organic SEO, pay per click advertising or social media engagement.
In order to understand whether your online marketing efforts are effective, you need to pay attention to your conversion rate – if you’re bringing in thousands of visitors but aren’t converting anyone, then you have a problem.
This is why CRO (conversion rate optimization) is such an important strategy. CRO is all about maximizing your incoming web traffic in order to convert them into email subscribers that you can then nurture using your email marketing campaigns.
CRO will help you to boost your conversion rate so that you aren’t wasting your marketing efforts. But this is a pretty general statement, so why don’t we go a little bit deeper into CRO benefits:
Before I begin to list the benefits of implementing CRO, understand that CRO involves identifying where your conversions are happening, whether they are via blog offers, pop-up messages or sign up forms, to name a few methods.
The conversion rate of each method is analyzed in order to determine what is and isn’t working – and why. In order to convince you as to why this should be done, the following are the benefits that you can reap from using CRO:
This might seem like a no-brainer, but I still want to mention it since it alone is a good reason to implement CRO. If you improve your conversion rate, it means you are more successfully convincing visitors to opt in to your email. This provides you with a platform for nurturing them until they are ready to become a customer.
While saying that nurturing your leads into customers helps increase sales is incredibly obvious, you might be surprised at how much even a small increase in your conversion rate can affect your profits.
For example, if you increase your conversion rate by only 50 percent, you could end up with a 500 percent increase in profits. How does this work? You’ve already put the money into getting the visitors to your website, which means that any additional conversions go right to your bottom line.
CRO will help to lower your CAC (customer acquisition cost) – Your CAC refers to how much on average you spend for each new customer you acquire. This means that if you increase your website’s conversion rate, you’ll in effect decrease your CAC. In fact, by doubling your conversion rate, you’ll basically be cutting your CAC in half.
You may not realize it, but the more visitors that you convert, the more you hurt your competition. Every visitor that you don’t convert can end up on a competitor’s website, which means that when improve your conversions, you are taking away potential customers from your competition.
CRO can help boost your marketing budget – Since you are increasing your profit by increasing your conversion rate, you can put more money into your marketing budget. With an increased budget, you can boost your marketing efforts, which in turn will bring in even more visitors that you can convert. Using CRO, you can increase the amount of those visitors that are converted, thereby creating a very nice upward trending cycle.
Paid advertising is an excellent strategy – especially if you are using it to compliment your organic SEO strategy. Not only can you use it to increase exposure of your brand and bring in more visitors, but you can use it to test out keywords too. However, paid advertising is not only expensive (and growing more expensive), but it’s extremely competitive as well. You’re probably wondering what exactly this has to do with CRO.
Well, the way paid advertising works is that you are paying for every visitors that arrives at your website. If they leave without opting in, then you’ve just wasted that money. By improving your conversion rate, you’ll make your paid advertising campaigns worth the money that you’re putting into them.
You’re not using CRO to capture absolutely everyone that visits your website as this would frankly be a waste of time. Not all of your visitors are going to be strong leads, which means if those visitors, who are non-qualified leads, opt into your email list, you’ll be wasting resources attempting to nurture them even though there was never a chance that they were going to be converted into customers.
CRO focuses on optimizing your conversion rate on visitors who are high quality leads – not just everyone. This means that when you capture them, they have a strong chance of becoming customers.
If your profits start going up and your marketing efforts improve because you have more resources at your disposal due to those profits, then guess what? Business affiliates and potential partners are going to take notice, and they’re going to want a piece of the pie. And, of course, if they’re working with you, then they’re not working for your competition. It’s a win-win-win!
CRO will help you avoid losing the average visitor – You’ve put so much effort into your online marketing just to get your brand some exposure and just to pique the interest of consumers, you don’t want all that to go to waste only to see visitors leave your site without opting in.
And it’s worth noting again, that not only are those efforts for naught if the majority of your visitors are leaving without opting in, but there’s a pretty good chance they’ll find their way to a competing website that might just have a higher conversion rate.
All of these aforementioned CRO benefits don’t do much good if you can’t afford it. The thing is, CRO is basically free. You’re capitalizing on what you already have, after all. CRO just helps you to increase your current investments. In fact, using CRO is much more cost-effective than attempting to attract new visitors altogether.
These CRO benefits are looking pretty good to you now aren’t they? CRO isn’t some magical strategy that has somehow managed to elude everyone – really it’s all about understanding that your website can always use improvement.
CRO is a method for identifying problem areas with your website and fixing them in order to improve your website’s performance. It’s as simple as that!
Of course, what it is and why you should do it are simple – but actually implementing CRO does require some effort, especially when considering the fact that there are a number of conversion points you’ll need to look at, and plenty of numbers that you’ll need to crunch.
Don’t worry though, keep checking back here for future articles that will provide insight on how to implement CRO to your website.
Updated: 26 July 2017