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Conversion rate optimization (CRO) is the process by which a website is evaluated and updated with the end goal of increasing the percentage of visitors that complete an action or goal, or convert into customers (it’s all about squeezing more out of your existing traffic). When done right it is not out of the ordinary to triple or even quadruple website conversions.
CRO is not a well understood field, and requires deep knowledge of consumer psychology, data analytics, mathematics, branding, and design. It takes an advanced marketer to execute a CRO campaign successfully. This is why it’s so important to choose a knowledgeable partner to execute your CRO campaigns.
Xoobo’s professionals have been running CRO campaigns for nearly a decade and we have a tested, tried, and true process to increasing website conversion rates for our clients.
Analyze current website to identify if conversion optimization best practices have been implemented, and where there may be roadblocks keeping visitors from converting.
Install analytics to track how users interact with various elements of web pages (i.e. user behavior via heatmaps and click graphs).
Lift conversion roadblocks by making necessary changes to website design, content, architecture, call-to-actions, etc. Implement conversion optimization best practices in order to set the base (this becomes the foundation as the experimental control).
Use split testing software (such as Optimizely) to guide implementation of multivariate experiments (i.e. split-testing changes to content & language, call-to-actions, website design, etc). Changes that outperform the control are then made permanent.
Continue the process of testing and updating the website in order to incrementally increase conversion rate.
Analyze current website to identify if conversion optimization best practices have been implemented, and where there may be roadblocks keeping visitors from converting.
Install analytics to track how users interact with various elements of web pages (i.e. user behavior via heatmaps and click graphs).
Lift conversion roadblocks by making necessary changes to website design, content, architecture, call-to-actions, etc. Implement conversion optimization best practices in order to set the base (this becomes the foundation as the experimental control).
Use split testing software (such as Optimizely) to guide implementation of multivariate experiments (i.e. split-testing changes to content & language, call-to-actions, website design, etc). Changes that outperform the control are then made permanent.
Continue the process of testing and updating the website in order to incrementally increase conversion rate.
A conversion optimization campaign will convert a larger percentage of your existing website traffic. The end result is more leads and customers. Even nominal increases to conversion rates result in big revenue wins.
Conversion optimization is all about giving your website visitors what they want (this is how you earn their trust and business). We do this by increasing page load speeds, cleaning up faulty code, improving the mobile experience and design, and creating clear call-to-actions that guide users to a goal. Basically, everything that will help your visitors find what they are looking for quicker, but more importantly, providing an overall good user experience.
We improve the content on your website to speak more clearly to your visitors and increase conversion rates. But this also improves upon SEO because new content keeps a website fresh (something that Google loves) and helps to rank for new keywords. Additional SEO traffic and keyword rankings equate to more revenue.
As we split test content, the data shows us where the winners are. Those content snippets, call-to-actions, selling phrases, etc can then be used for other marketing campaigns (such as paid advertisements, email, social media, etc) and sales calls. All of this increases bottom line business revenue.
Sometimes, through success of experiments, enough of a website is updated where it may be perceived as a rebrand. This type of a brand refresh invigorates a business as it is cemented in data coming directly from consumers. Rebranding like this is invaluable, and would otherwise cost hefty design and development fees.
