Video – What is CRO & How To Apply It?

Video Transcription:

Conversion Rate Optimization or CRO is the process of increasing the percentage of website visitors who take a desired action; be it filling out a form, buying a product, registering for a newsletter, etc.

The CRO process involves understanding how users navigate your site, what’s stopping them from taking the desired actions, and optimizing your site to increase such actions.¬†

So, CRO is the process of increasing your conversions by doing some tweaks to your website.

How to do that?

There are various ways to go about it like A/B testing your landing pages, using tools to understand users behavior, and manually engaging users to test their experience on your landing pages.

Let’s start with A/B testing the landing pages. A/B testing means that you run a variety of pages of the same service or product page you want to optimize.
In other words you run a variety of pages for the same page to understand which one works better, or which one users convert more on.

This can be done through the use of tools, plugins, or manually in the backend.
If you are using a platform like WordPress, you can download a plugin that can help you do that.

Now, whether you are using an off the shelve solution or have built a custom made site, you can use tools to help you AB test your pages; tools like HubSpot, Google Optimize, Optimizely, and Crazy Egg.

These tools are quite easy to setup and operate. However, you can do that process manually in your website backend; simply design and code a variety of landing pages and upload them to your site.

Using tools of course is the easiest as they come with templates and already configured to do the AB testing for you automatically.
That was part one. Part two of CRO is understanding user behavior; the best way to understand that is to use heat mapping tools;
if you’re not familiar with heat mapping tools; they are tools that track users behavior on your landing pages, the most interesting parts is first how users navigate, and second where users click.

By understanding this data, you would know how users navigate your pages, what they are clicking on, and what they are interested in.

If for example you design a page with calls to action buttons that users aren’t clicking on, you would then start assuming why that is, and start doing some changes; maybe to the color, size, placement, or the text on the CTA need improvement.

Alright, the third part of CRO which is widely forgotten is doing the old yet effective technique of asking random users, preferably your target audience to test your landing pages manually.

This exercise is more time consuming and requires you to ask users to go your landing page, navigate it and give their feedback.

The best way to go about this is to have a questionnaire ready for them to fill; some questions could be around if they found the information they were looking for easily, if the landing page is user friendly, if the UI is comfortable and appealing, did they find the contact information easily, or if it is an ecommerce site, was it easy and fast to complete a transaction.

That’s it for third part. Whether you used heat mapping tools or and asked users to do this exercise manually, you can use tools to see the user screen recording, making easier for you to understand their behaviors.

These are the most common ways to optimize your conversions. We apply these techniques for some of our clients here at Igloo and keep on seeing improvement in conversions.

We recently did this exercise for a major hospital client of ours and were able to improve conversions by 65%; that made a huge difference on their ROI as they spend thousands of dollars monthly on driving users to their website.

CRO could be applied to the smallest and largest businesses; at the end, all we are looking for as marketers is increasing our ROI.


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