Conversion Rate Optimization
Conversion Rate Optimization is the practice of optimizing both your content and strategy to maximize conversions and/or to achieve conversions for the most efficient cost.
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What's the first step of Conversion Rate Optimization?
Before you try to optimize anything its super important to understand how your goals can be translated into meaningful conversion metrics (KPIs). There’s no one answer for everyone, but in general its a good idea to develop a series of conversions that either lead to a more important conversion (ex: retargeting) or help you optimize you marketing efforts.
What's a "sales funnel"?
One of the most basic ways to optimize conversion rates is to design your marketing strategy to deliver specific paid or organic content at specific stages of the conversion process. This is what content marketing is doing when it delivers certain content and sets unique goals at different parts of the “sales funnel.” A lot of smart people make the mistake of just pushing “buy my sh*t” ads with one message to everyone. Don’t do that. Its expensive and doesn’t convert well.
What's an example of Conversion Rate Optimization?
One smart strategy is to dynamically insert keywords and/or locations into your ads. They seem more relevant and personal that way. Another great way to increase conversions is with the dynamic insertion of content on the landing page itself—which can be done organically or with Paid Media.
What's the most important part of CRO?
The key with CRO is to listen to your audience. If your audience likes to talk on the phone, make sure they can always reach you by phone and that someone always answers. If your audience has phone-phobia and your product/service is customer service heavy, like a software company, you may want to test out a live chat feature. Remove all of the million reasons why someone would not convert and you’ll be a CRO star.