How to apply a CRO strategy to your marketing plan

If you're looking for an effective way to improve your website's conversions, you've come to the right place, it's time for you to start incorporating strategies into your marketing plan for optimization of the conversion rate, through CRO marketing actions.  

Not sure where to start? Don't worry, in this article we'll explain step by step how you can apply a CRO strategy in your company to increase the conversion rate on your website.

What is CRO marketing?

The CRO marketing or Conversion Rate Optimization, It is a digital marketing technique that aims to improve the conversion rate of a website, optimizing the user experience and motivating them to become a customer.

An effective CRO strategy involves a deep understanding of your website visitors and its interaction with the elements that compose it. Thanks to different tools and concrete actions, it is possible to identify the weaknesses of your website and improve the browsing experience to increase your conversion rate.

How to apply an effective CRO strategy to your marketing plan?

To incorporate and structure a effective CRO marketing strategy you should consider the following key actions:

Analyze your data

The CRO strategy starts with data collection and analysis of your website. Among the most valuable indicators are:

• The bounce rate: An optimal bounce rate is between 26 and 40%.
• The conversion rate: If your website has a contact form, the conversion rate should be between 10% and 15%.
• The length of stay: This will depend on the quality and structure of your content, as well as the browsing experience. The ideal is to exceed one and a half minutes of stay.
• User behavior: Understand which pages they visit the most, which convert more or less, what elements may confuse the user or prevent their interaction with CTAs, among other factors.

This information will allow you to identify areas for improvement and set clear objectives for your CRO strategy.

There are numerous analysis tools that will allow you to measure and optimize your website's conversion rate. Some of the most popular ones are Google Analytics, Crazy Egg, Optimizely and Unbounce.

Take advantage of heat maps in your CRO marketing strategy:

Heat maps are an effective technique for view and analyze the activity of visitors on your website. They allow you to identify where visitors click or what areas of a given page they spend the most time.

Define your objectives

Once you've analyzed your data, it's important to set clear objectives for your CRO strategy. We invite you to answer four key questions that will help you define them:

• What do you want to achieve with your website?
• What are your conversion channels?
• What actions do you want your visitors to take?
• How can you improve their experience? Review the elements of your website and your content to identify improvement actions.

Optimize the pages of your website

The pages that make up your website are a fundamental part of your CRO marketing strategy. Make sure they are attractive, relevant and are designed to facilitate conversion.

Organize information clearly and use intuitive navigation, so that visitors can easily find what they are looking for.

Try different elements, such as titles, images, call-to-action buttons (CTAs), and forms, to see what works best.

Watch out for the charging speed! It's an important factor for the user experience. Make sure your website loads quickly and remove any elements that slow it down.

Try different variations

A/B testing is a technique that consists of show two different versions of a web page to visitors and measure which one performs better. Then, you can apply the changes to the winning version, the one that drives your conversion goals.

Promotes content personalization

Customize the content and the offer based on the geographical location, the language, the device used and other factors identified in your previous analysis of the behavior of your users. This will increase relevance for the user and, therefore, the likelihood of conversion.

An optimal technique if your business works internationally or if you plan to expand to other countries.

Make sure your website is responsive

With the increase in the use of mobile devices, it is essential that your website is responsive, that is, that adapts to different screen sizes and is easy to use on any device.

If your website isn't responsive, you're missing out on conversion opportunities.

Reduce clicks on your website

Simplifies the purchase or registration process, eliminating unnecessary steps. Reduce the number of fields to fill in forms and the number of pop-ups.

The easier and faster it is for the user to complete an action, the more likely they are to do so.

How CRO marketing promotes lead capture nationally and internationally

Carrying out a structured CRO strategy will allow you not only to increase the conversion rate, but also Makes it easier for you to capture leads, or quality potential customers. This can be seen both nationally and internationally, since it is a marketing technique adaptable to different markets and audiences.

By knowing your local target audience well and applying optimization techniques, you can increase conversion and, therefore, sales nationwide.

If you want expand your business to international markets, the CRO strategy can also help you. For this reason, it is essential that you define very well the buyer persona of each country and understand their concerns and desires according to their culture and customs. Visitors from different countries have different expectations and needs.

By being clear about the target audience of each country to be impacted, it will be easier for you to customize the content, incorporate strategies of International SEO and adapt your website, as well as your offers, to the needs of each market to increase relevance and conversion.

Applying a CRO marketing strategy to your company can help you increase the conversion of your visitors and, therefore, your sales. In addition, being adaptable to different markets and audiences, the CRO can help you internationalize your business. So don't wait any longer and start applying these techniques to your website!

Do you need help incorporating a CRO strategy into your business?

Contact us, our team of digital strategy experts will be happy to help.