“Taking what you’ve got and improving on it”
That’s the essence of this beginner’s overview of conversion rate optimization (CRO) on the Digital Marketing Podcast. Although titled B2B, it’s relevant for B2C as well.
So, before you throw more money at ads, get some ideas on how to improve the conversions on your existing funnel.
- Although Google Analytics is helpful, you need an analytics tool tailored to CRO (like HotJar) to run conversion projects.
- Screen recordings of user behavior are a goldmine. When designing a page it’s usually not under the same conditions as when they get used (eg mobile, poor wifi, old browsers). Screen recordings can highlight that. And with that in mind – design with empathy.
- Don’t get too attached to your copy, design, offers, etc. If users on your site are telling you it’s not working, test alternatives against it.