What's CRO and why it matters 馃搱馃殌
CRO is the acronym for Conversion Rate Optimization. What is it for? To increase your conversion ratio. Where? Of course, on your website or landing page.
It is curious that almost all of us have a website or landing page for our business, but not all of us have heard of CRO or know what it’s really for. Basically, there’s the art of making good Facebook Ads campaigns so that our ads convert, and there is the art of making good web pages and landing pages so that more of the people who come to the website convert. Obviously, more conversion equals more sales.
The good thing about all this is that it is not necessary for us to be CRO artists. By learning and implementing the different techniques and principles that compose it, we can already achieve important conversion improvements.
Just like with Facebook Ads, there are several steps that are very easy to follow and implement, while there are others that require more time and A/B testing. We are going to give you some very general tips to encourage you to dig deeper into the subject and keep it in mind as priority # 2 on your list of skills to perfect (priority # 1, of course, Facebook Ads).
- Understand what your audience wants and once you have understood it, build your website or Landing Page accordingly. If you sell a product that solves X problem, make sure that your page reflects exactly how that product solves that problem and be careful not to lose track of it. The same in the case of services. You may have a thousand more products or services to offer, but if people come to the page with something in mind, help them find what they're looking for rather than having to navigate a jungle different offers and options.
- Identify barriers with tools like Hotjar. Visitors who do not end up buying leave the page after reaching a certain point. It can be somewhere on the main page, while browsing a product or when they were about to buy. Find out "where they are escaping" and try to find out why. Perhaps it is too complicated an interface. Perhaps there is an image that makes people want to leave instead of staying a bit longer. Find out.
- Identify strong points by talking to your customers. Ask them what has influenced their purchase, what convinced them. They have bought for a reason and your mission is to find out why. Once you find it make sure that's the first thing you show new visitors to your page.
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