Optimize Conversions the Easy Way: A Beginner’s Guide

Optimize Conversions the Easy Way: A Beginner’s Guide

Are you looking for a way to spice up your digital marketing strategy and generate more revenue in the coming year? Want to decrease customer acquisition costs and improve conversion rates? If so, then you need to incorporate a conversion rate optimization (CRO) strategy into your marketing mix.

Never heard of CRO before? Don’t worry…many business owners are not quite sure what CRO is or how to use these practices to improve conversion rates.

Fortunately, the team at Insights ABM created this beginner’s guide to optimizing your conversions. As a skilled CRO agency, we’ll reveal some proven strategies that we have used to improve conversion rates for our clients.

What is a Conversion Rate Optimization Agency?

A conversion rate optimization agency is a third-party firm that can create a custom CRO strategy for your business. They will analyze your target audience, review your current website content, and implement a variety of strategies to improve the returns that you get on your marketing dollars.

Many businesses benefit from partnering with these agencies because they can offer new insights into existing practices.

How Do I Optimize Conversion Rates?

There are several ways to begin optimizing your conversion rates. These include:

Conducting A/B Testing

A/B testing is one of the most effective and popular forms of CRO. In fact, over half of all marketers use this method to refine their websites. A/B testing is a relatively straightforward task.

First, you must create two different versions of your website. You then evenly split your web traffic into an “A” group and a “B” group. Each group will see only one iteration of your site.

A/B testing allows you to try out different colors, buttons, layouts, font sizes, and headlines. After you have completed an A/B testing cycle, calculate conversion rates for each site. Stick with the version that performed better. 

Best of all, you can repeat A/B testing until you have achieved the desired conversion rate percentage.

Focus on CVP

In addition to A/B testing, we recommend focusing on the customer value proposition (CVP). CVP describes the value that you are adding to the customer’s life through your products or services. Instead of answering “What do I get when I buy from you?” focus on the “why.”

There are several ways to accomplish this. You can emphasize a deal that you are offering — for instance, your CVP may be something like $10 off a customer’s next oil change. It can also be a more generalized statement, like telling your customers that you offer “the gold standard in automotive care.” Both approaches are designed to make your services more appealing.

Use Familiar Language

The modern consumer isn’t a fan of overly technical language. While you should never talk down to users, don’t be afraid to speak plainly. 

Your blogs, landing pages, and homepage should incorporate quality, digestible content. Craft your content as though you are having a face-to-face conversation with a client.

Incorporate More Landing Pages

Landing pages are an essential component in improving your conversion rates. On average, businesses with more than 40 landing pages created 12 times as many leads as those that only had 1-5 landing pages.

If your website has a limited amount of landing pages, it is time to expand your efforts. Doing this is likely to enhance your lead generation and conversion rates.

Hire a Conversion Rate Optimization Agency

What better way to improve your conversion rates than to partner with a firm that specializes in CRO? 

A conversion rate optimization agency can implement all of the above steps to generate leads and close deals with consumers. They will conduct A/B testing, create new site content, and introduce new landing pages.

However, not all CRO teams are created equally. If you want to make sure that an agency is a good fit for your business, make sure to ask plenty of questions and review their past work. A wise decision in this arena can give your business the tools that are necessary in order to convert leads and achieve sustainable growth. 

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.