Being able to tell whether or not your digital marketing campaign is successful is an important question, because it can make or break your ROI and progress toward goals.
Paying attention to your content’s conversion rate is one good way to maximize ROI. Conversion rates track the number of viewers who took the desired action, out of the entire number who visited that site or content. By knowing your content’s conversion rates, you can figure out which are actually doing what they’re supposed to do, and adjust your content creation, planning, and scheduling accordingly to optimize the successes.
Conversion rate optimization, or CRO, can be measured differently for different forms of marketing, given their various goals. For example, do you want people to leave their email addresses on a subscription form? If so, what percentage of people who see the landing page actually leave their email addresses? Or, do you want people to make a purchase? These two conversions are very different, but each one tends to come from SEO conversion and your SEO conversion funnel.
Awareness, evaluation, and conversion are the three broad sections of your SEO content funnel. If you want customers to discover your content and take a certain action when they see it, there are several angles to consider, including:
- What keywords are people actually looking for?
- How many searches are you showing up in?
- How many people are visiting your website?
- How many people are actually converting to take the desired action from an organic search?
If you want to accomplish and quantify the success of your digital marketing campaign, then you’ll need to think carefully about how you’ll accomplish these specific steps, since this is the process every customer travels when they have a need, become a lead, and ultimately convert.
Conversion Rate Optimization (CRO)
If you are wondering, “what is CRO in marketing,” this is a good question! Oftentimes, CRO is not something that marketers used to traditional methods will have in mind. However, conversion rate optimization (CRO) refers to the percentage of visitors who took the action you designed a piece of content to elicit. For example, an email sign-up is designed to elicit visitors giving you their emails; here, the CRO would be the number of people who took that action out of the overall number who visited the email sign-up page.
Using the right conversion tactics, you can improve your CRO metrics considerably. A content audit or website review can show you which pieces of content and which parts of your website are attracting the most content, so that you know which techniques to replicate.
If this sounds daunting, many digital marketing agencies’ staffs include trained CRO professionals who can support you on this journey. In this way, you can make sure you get the most out of every piece of content you share with potential customers.
Conversion Rate Optimization Techniques
If you are wondering, “what are the steps of conversion optimization?” then it’s worth knowing that these are some suggestions for helping make sure that as many leads convert to buyers as possible. Conversion rate optimization (CRO) techniques can make this possible.
A few most important steps to keep in mind include:
- First, make sure that you design each individual page to fit only one purpose. This will keep actions simple, clear, and easy to find, which will appeal to customers who just want to meet their needs quickly and easily..
- Also, ensure that the intent of every landing page is obvious. If visitors are left wondering what actions they can take, they usually won’t take any, and this will hurt your conversion rate.
- Make sure you put your best content first. By doing this, you can grab visitors’ attention immediately, which will maximize the chances of their conversion.
- Finally, make every call to action stand out and ensure that potential customers can get in touch with your sales, support, or product teams quickly.
These conversion rate optimization techniques will help ensure that your website and its architecture place you in the best possible position for success.
SEO Conversion Content
Because any piece of content could be a visitor’s first encounter with your brand, it’s critically important to make sure that each piece is an excellent reflection of your business and that you’re planning to get the most out of every piece you publish. This is why content distribution SEO is so important – it will help that content reach far and wide, including markets who might not have heard of you before.
Because SEO conversion can do such important work for your content, it’s worth monitoring too. For example, you can use Google Analytics’ own CRO tool to help you figure out your average SEO conversion rate.
Similarly, make sure that your SEO conversion content has been designed to address specific needs for the prospective customers who happen across it. For example, if you want your visitors to leave their email addresses so that you can build your email list and reach them with email marketing later, then you’ll need to design a specific piece of content to manage this. Or, if you would like your visitor to take advantage of a free trial, then make sure this is obvious based on the landing page.
If you try to do too much with a single landing page, then it’s unlikely you will get much out of it: visitors might have a hard time figuring out what you want them to do. Rather than putting this burden on them, make the decision process easy by utilizing strong SEO conversion content.
Conversion Rate Optimization Dashboard
CRO tools, such as Google Analytics or CRO dashboards, can be helpful for distilling insights about your CRO and what is causing it.
An effective CRO dashboard should enable you to:
- Track all A/B testing currently being performed
- Identify any conversion points that are clearly broken or otherwise underperforming
- Keep track of what is driving your traffic
- Monitor the conversion rate on every page
- Track visitors’ paths from one page to the next
Having all of this information clearly and readily displayed on your dashboard can help you make important decisions regarding your digital marketing campaigns faster and better.
Conversion Rate Optimization Best Practices
If you intend to get the most out of your CRO strategies, then there are several CRO best practices worth following.
For example, creating a conversion rate optimization checklist beforehand can help you tell exactly what to look for when your CRO analytics are generated or when CRO reports come through. When it comes to CRO reporting, you need to figure out exactly what your customers respond to and what drives them to take actions regarding your business.
In some situations, visitors may take a long time to convert, while in others, visitors are ready to purchase something as soon as they visit the website. Because of this difference, there are specific actions you may need to take in order to convert as many leads as possible. More qualified leads means more sales, and in turn, more revenue.
Of course, the specifics here depend on the exact nature of the products and services you provide, as well as the market segment and customers you’re targeting. However, CRO testing remains a constant: no matter your business, it’s worth running a series of tests on your content and SEO funnel to see what leads respond to. By replicating the items or areas that have had the most success, you will be able to maximize your conversion rate better.
SEO and Conversion Rate Optimization
Ultimately, SEO and conversion rate optimization go hand-in-hand. SEO gets content in front of eyes; content optimization techniques ensure that this content does its job promoting your company and making sales. However, the combination can have its downsides: for example, one common pain point with SEO is that it can take a longer time to see results.
If you’re concerned about running an SEO campaign and never seeing any results, though – this is where we can assist you.
At Demandwell, we hold all of our customers to specific revenue targets. To help you make these targets, we focus on driving high-quality traffic to your website. We handle both SEO and CRO techniques: SEO to make your landing pages discoverable, and CRO techniques to make the actions on those landing pages engaging and appealing.
In other words, we run both SEO and CRO campaigns simultaneously, helping your company to see the benefits faster than other methods alone could manage.