One of the main goals of digital marketing is to reach the right people through valuable content and the right channels to improve the conversion rate of yours website.
At GROU we use the most advanced digital marketing tools to help our clients achieve their conversion goals while achieving positioning.
When a prospect approaches our agency seeking to increase visitor traffic to their site, we usually ask why are you seeking to achieve this goal?
As consultants in digital strategy, we explain the importance of establishing concrete actions for each goal through strategic planning that has as part of its objectives to meet the expected results in the most important performance indicator: the increase conversion rate.
What is the conversion rate?
It is the index that measures the number of users or visitors who fulfill the action that you set as a goal in the creation of your website.
Depending on the objective of the campaign, it may be to download an eBook and give you their contact information in return, leave their email address to sign up for your newsletter, or simply make a purchase.
The conversion rate is established as a percentage by dividing the number of users who acted as expected by the total number of website visitors.
Optimizing the conversion rate consists of knowing what we must measure to identify what is being done well and the opportunities to improve in our endeavor.
Doing it well, and ensuring that our clients get the results they want, involves a process of analyzing and evaluating the website, adjusting and correcting content, and using specific tools to implement an improvement.
For this reason, at Grou, we offer each client personalized attention with solution strategies tailored to their objectives and needs.
Steps in the optimization process
The conversion rate optimization (CRO, for its acronym in English) of a website involves a series of steps and actions as you can see in this infographic, which we explain later:
1. Establish a process
To get the best results you need to do continuous testing to see what works best, define what users respond best to.
A systematic evaluation process will give structure to your long-term planning and will mean adopting a continuous improvement approach.
There are several methods to create this process, but the most common is:
Gather data and analyze it.
Incorporate the conclusions, generate hypotheses, and develop the test plan.
Design and run the tests.
Measure, re-collect information from tests, repeat and optimize.
2. Ask the right questions
In the analysis phase, it is essential to have adequate data according to the objective pursued, since based on this, the test hypotheses will be elaborated.
It’s about understanding your visitors and their behavior based on their interactions with your website. The questions must be defined around what you want to check. Are the headlines attractive and direct to the content? Are the messages or topics relevant? Which pages have the most visitors? Which one has a high bounce rate? Does the design and readability of the site facilitate navigation? Are the position and messages of the Call-to-Action buttons efficient in engaging the user?
3. Collect information
There are two dimensions to the information you collect:
The general data helps to identify what is wrong.
The analytics of these data allow us to determine why this is the case and the actions to be taken to improve.
To collect this information, you must resort to quantitative and qualitative techniques, such as surveys, comments or suggestions received, number of likes or shares, etc.
4. Segment the collected data
In the context of analytics, it is important that you review the results based on different audiences as this will give you a clear vision of what are the reasons behind the variations in conversion and will help you define what you can do about it.
Examples of types of audience targeting are:
- Interested customers and prospects
- First-time vs. recurring visitors
- By the time they spend on the site
- By the time spent or the number of visits before the conversion
- By country of residence
- By traffic source
- By device or browser used
The most convenient situations to segment your data are:
- When you want to contact your customers or visitors to do satisfaction surveys.
- To analyze the data provided by your website or sales page, as part of a pretest investigation.
- When analyzing test results that give conflicting results.
At GROU we carry out an in-depth evaluation of our clients’ to define the aspects that need to be improved to increase conversion.
To extract and analyze the data we need, we use a series of digital marketing tools to better understand user interactions with the site, including:
- Registration formats
- Direct surveys
- Metrics incorporated in internet platforms to measure visit time and bounce rate
- Call-to-Action buttons and click-through rate
Not all websites are the same and neither are the objectives of each client, therefore, we dedicate time and effort to evaluate each situation and design tailored strategies.
Do you think your increased conversion rates can be improved? Are you having trouble identifying solutions and implementing them? How can we help you?