How to apply the CRO to a marketing strategy?
If you are really looking to design an effective CRO strategy, then you must know how to apply it in a marketing strategy.
All this goes beyond just focusing on the Call To Action, it is best to start by looking for tools that improve, or solve the problems that you have found in the first analysis. Once you have done this step, you must take concrete actions, all of which are always related to what your business needs.
Attractive and legible texts
One of the keys when we want to make a conversion strategy is to communicate well, without excesses. For this we must use texts, and titles that are legible, that are of great interest to the reader.
At this point we must take care of the colors and fonts, the ideal is that it is shown, in addition to interesting information, that it is accessible and visible.
Make use of a landing page
Another of the elements that we can use in our conversion strategy is to use a landing page, that is, a landing page where the user arrives after clicking on a link.
For this landing page to work, you must look for simplicity and clarity in the design. In addition to that, you must take care of the copy, focused on the benefits you offer, and if possible add testimonials, and multimedia elements. And of course, optimize your mobile landing page.
create forms
The forms are other elements that allow users to leave their respective data, in exchange for making them a value offer. In this sense, you must design visible and clear, align to the left of your website, and with a responsive design.
The 5 most common mistakes of CRO marketing
When we apply the CRO process to one of our marketing strategies, there are some mistakes that are made during the process, they are:
Do not test the strategy, and think that all users interact like you.
Obsess over conversion rate and not revenue.
Use only small samples of A/B tests.
Create a landing page without verifying user profiles.
Not having a good copy within the strategy.
Example of CRO marketing
These are some examples where companies have decided to employ a digital marketing strategy, making use of the CRO.
Example Smart Travel
This is a TripAdvisor company that detected an optimization issue on their landing pages. The analysis detected that users came to their website, but did not make any reservations, that is, they did not convert.
In this sense, a total of 8 experiments were carried out, including:
Title change.
CTA change.
Background image change.
Change of forms.
These changes were positive, and they generated double the result on their website.
Example Liftopia
In this example we find a ski booking website that wants ski fans to buy discount tickets; That is why from the purchase funnel they believed that offering many things would help customers choose what most interested them.
After carrying out a test in that section of the web, they saw that offering too many things made the user lose track of the real objective, so a targeting strategy was established to focus the user. This test generated an increase in sales by 23%.