One of the best things about Inbound Marketing is that it never leaves you alone. This isn’t a magical software that you have to assemble and figure out how to operate it by yourself, but a constant service that walks with you all the way, from your web optimization, through to your content marketing and to permanent lead conversion management.
Why does it work that way? Because the big difference between advertising - outbound marketing and Inbound Marketing is that the first one is a chain of isolated actions to achieve specific goals. But the second one is a permanent strategy that aims to constantly nurture, convert and delight customers. It’s a never-ending process because Inbound isn’t just about marketing, but marketing AND sales, and if you stop your inbound marketing strategy you won’t only stop your marketing actions but your sales too.
Now, this constant companionship also involves permanent improvements and upgrades, according to market’s new challenges, and considering that conversion is one of the key goals of Inbound Marketing, Conversion Rate Optimization (CRO) has been growing lately as a very important tool for businesses.
What is Conversion Rate Optimization (CRO)?
If we consider that the optimization of different elements of your company website is the first step to improve your revenue through a lead conversion process, CRO helps your business go further and creates and experience for your visitors, to convert them into customers. As Hubspot explains, “ conversions happen all over your website -- on your homepage, your pricing page, your blog, and of course, landing pages -- and you can actually optimize all of these conversions. That process is of optimizing those conversions is exactly what conversion rate optimization is -- taking, say, your visit-to-lead rate from 22.2% to 25.4%. Or your lead-to-customer conversion rate from 1.4% to 1.7%.”
Converstion Rate Optimization Tactics
CRO involves a group of tactics and actions to be more accurate in the strategy that your brand is developing to attract prospects. Basically, it’s about segmentation, content, and design.
Segmentation. Visitors enter to your website for different reasons, and along the navigation they’ll develop different interests, searching for what they want to satisfy their needs. Some of them will be die-hard fans of your content, and probably they’ll share and comment on every piece of content that you offer, but they’ll never convert into customers. On the other hand, some visitors will go directly to close a deal with your company.
Every visitor is different, so your segmentation should start from the very first moment of the buyer journey. That will help you to focus your efforts in prospects and leads that really matter, optimizing your resources and reducing wasted time on those who aren’t really interested in your services.
Content. Always try to avoid the standardization of your content. In other words, do not write every time in the same way. Try changing some keywords -from time to time- with some synonyms that might capture the attention of a new sort of prospect. Hubspot recommends, for example, to change the term “eBook” for “whitepaper”, or using a more descriptive language, or even shortening the text.
Design. Changing the design of your website is also a good CRO tactic, to see how this impacts your conversion rate. We’re not talking about huge and deep changes, but rather some small but well-analyzed improvements in your website, to see what are the results. “Like the content tests, design tests don't have to be huge, sweeping changes. Changing just the color of your form submit button on a landing page could impact the number of people who click it, not to mention language, placement, shape, etc,” Hubspot explains.
CRO is also applicable to landing pages.
Would you like to know how to get 300% conversion rate on your landing pages? Listen the following Hubspot’s podcast about it.
Rodrigo is a journalist with over 10 year of experience in writing.