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Conversion Rate Optimisation

Boosting Your Online Success: Conversion Rate Optimisation in a nutshell
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Conversion Rate Optimisation (CRO) is a vital strategy to improve the effectiveness of your online presence. Simply put, CRO involves enhancing your website and marketing efforts to increase the percentage of visitors who complete desired actions, or ‘conversions’. This primer aims to outline the key aspects of CRO for your business’s digital marketing strategy…

1. Understanding Conversion Rate Optimisation: CRO isn’t merely about increasing traffic to your website; it’s about optimising the visitor experience to motivate action. Actions can range from making a purchase, filling out a form, to downloading an eBook – any valuable interaction that aligns with your business goals.

2. Identifying Conversion Goals: A crucial first step in CRO is setting clear, measurable conversion goals based on your business objectives. These goals will guide your optimisation efforts and provide a benchmark for success.

3. Analysing Current Performance: Utilising tools like Google Analytics, track and assess your current website and marketing performance. Key metrics could include bounce rate, page views, average session duration, and, of course, conversion rate.

4. User Experience (UX) Optimisation: Good UX design is essential for CRO. Ensure your website is easy to navigate, visually appealing, and intuitively designed to guide visitors towards the conversion goal.

5. A/B Testing: This is a method where two versions of a web page, email, or other marketing assets are tested against each other to determine which performs better. By altering elements like headlines, colour schemes, images, or call-to-action buttons, you can identify what resonates most with your audience.

6. Customer Journey Mapping: Understanding your customer’s journey can provide valuable insights into where potential conversion obstacles lie. This can help you streamline the process and eliminate any barriers to conversion.

7. Call-to-Action (CTA) Optimisation: CTAs guide your website visitors towards conversion. Effective CTAs are compelling, concise, and visually striking.

8. Continuous Improvement: CRO isn’t a one-time task; it’s an ongoing process that requires regular testing, analysis, and improvements. The digital landscape is continually changing, and consumer behaviours evolve over time, so it’s crucial to keep your CRO strategy agile and adaptable.

Implementing a robust CRO strategy within your digital marketing efforts can lead to higher conversion rates, improved return on investment, and deeper insights into customer behaviour.

With a focus on providing value and a superior online experience for your audience, CRO paves the way for online business growth and success.

Are you looking for CRO expertise and solutions for your businesses? The Digital Marketing Solutions Summit can help!

Enhancing efficacy: Top tips for Conversion Rate Optimisation in marketing
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In the ever-evolving digital marketing landscape, conversion rate optimisation (CRO) plays a pivotal role. CRO is the systematic process of increasing the percentage of website visitors who complete a desired action – whether it’s filling out a form, becoming customers, or otherwise. Implementing a successful CRO strategy can significantly bolster your business performance. Here are some top tips to help you on your way…

  1. Understand your audience: The first step in CRO is understanding your audience – their preferences, behaviour, and needs. Use tools like Google Analytics, heat maps, and user surveys to gain insights into your audience’s behaviour. What are their demographics? What is their user journey like? Which areas of your website do they interact with most? Armed with these insights, you can shape a more effective CRO strategy.
  2. Optimise for mobile: Over half of all web traffic comes from mobile devices, according to most data. Thus, ensuring your website is mobile-friendly is not just an option – it’s a necessity. Ensure your website’s design is responsive, loads quickly on mobile devices, and offers a seamless user experience to drive conversions.
  3. Improve site speed: A slow-loading site can be a conversion killer. Research shows that a delay of just one second in page response can result in a 7% reduction in conversions. Regularly test your website’s speed and take necessary steps to enhance it – optimise image sizes, leverage browser caching, reduce server response time, and more.
  4. Effective Call to Actions (CTAs): Your CTAs should be clear, concise, and compelling. They should tell users exactly what they’ll get when they click. A/B test different versions of CTAs to determine what works best for your audience.
  5. Simplify Forms: If your conversion involves filling out a form, keep it as simple and straightforward as possible. Ask only for necessary information. Each additional field can become a barrier to conversion.
  6. User Experience (UX) is key: A positive user experience can significantly improve your conversion rate. Ensure your website is easy to navigate, content is easy to read, and information is easy to find.
  7. Leverage Social Proof: Reviews, testimonials, case studies, and endorsements can greatly impact your conversion rate. They add credibility to your offering and can often tip the balance in your favour when a potential customer is considering whether to convert.
  8. Test, analyse, repeat: CRO isn’t a one-and-done process. You need to continually test different elements of your site (layouts, images, copy, CTAs), analyse the results, and refine your strategy based on those insights.
  9. Personalise where possible: Personalisation can significantly enhance conversion rates. Using user data to deliver customised content, recommendations, or offers can make your audience feel valued and understood, increasing the likelihood of conversion.
  10. Address potential objections: Be proactive in addressing any potential concerns or objections that might prevent a user from converting. Detailed FAQs, live chats, or having a clear, comprehensive return policy can provide reassurance to prospects, thus increasing conversions.

Conversion rate optimisation is a critical aspect of any digital marketing strategy. By understanding your audience, optimising your website’s performance, refining your content, and continually testing and adapting your approach, you can significantly enhance your CRO, boost your business results, and provide a better experience for your users. It’s a win-win situation.

Are you looking for conversion rate optimisation solutions for your brand or business? The Digital Marketing Solutions Summit is here to help! 

Image by StartupStockPhotos from Pixabay

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Kerry Naumburger on k.naumburger@forumevents.co.uk.

Aug – Conversion Rate Optimisation
Sept – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy
Jan 2024 – Content Management
Feb 2024 – Lead Generation & Tracking
Mar 2024 – Email Marketing
April 2024 – Digital Printing
May 2024 – Social Media
Jun 2024 – Brand Monitoring
July – Web Analytics

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Clair Wyld on c.wyld@forumevents.co.uk.

Here’s our features list in full:-

Aug – Conversion Rate Optimisation

Sept – Digital Signage

Oct – Brochure Printing

Nov – Creative & Design

Dec – Online Strategy

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
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Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Clair Wyld on c.wyld@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

5 steps to optimising conversion rates with customer journey timelines
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Over the last few months, as consumer behaviour naturally changed and evolved throughout lockdown and beyond, like many of our customers, you may have seen a massive rise in the volume of visits to your website.

In order to help you convert more opportunities and capitalise on increased traffic, Go Inspire Group have created our 5-step guide to getting more conversions. 

Step 1: Cluster all interactions into Customer Journey Timelines

Disparate visits from thousands of users should be clustered into customer journey timelines that group all interactions a known, or unknown individual makes with your website, across all channels, in one place.

This displays something more closely related to the customer’s actual purchase journey behaviour, as well as highlighting how different channels and campaigns are working together to drive traffic to your website. 

Step 2: Identify Individuals

Identifying whether an individual is a known customer, unknown repeat visitor or phantom visitor can inform your decision whether to deliver personalised messages through CRM activity, to invest in targeted acquisition remarketing and paid search, or to suppress your marketing from individuals unlikely to convert. 

Step 3: Segment your visitors based on engagement

Segmenting visitors to your website based on engagement, value bands and channel preference empowers you to develop bespoke marketing campaigns for Retention and Acquisition.

Overlaying your existing customer segmentation from Single Customer View and CRM data can allow you to build a rich picture of your customers and join the dots between your online and offline worlds. 

Step 4: Filter out the noise

Picture yourself walking past a store of any kind with motion sensors on their entrance doors. If you trigger the doors but do not enter the store – should you be classed as a meaningful visit? 

No, you are what we consider to be a ‘phantom’.

The reality is, around 98% of visitors to your website are probably phantom visitors – who land, bounce and then never return. 

Removing phantoms delivers significant benefits across your digital marketing for example:

  • improve quality scores by removing those who will never convert from your remarketing selections
  • get an accurate read of how acquisition campaigns are performing by only including meaningful visits
  • supress existing customers from acquisition campaigns to avoid wasted spend

By first removing the phantoms to ‘filter out the noise’, only then you can begin to understand your website’s true performance.

Step 5: Optimise marketing spend

By completing steps 1-4, you can begin to truly understand the true cost and profitability of all journeys, to know which channels are working well and which need further optimisation.

You can now focus on retaining the right customers by creating a marketing strategy that moves customers into the most profitable bands, applying your understanding of customer engagement, channel preference and stage in journey to tailor messages to an individual customer’s need.

What results can you expect to see from this approach?

This approach to optimisation typically delivers the following results:

  • 13%-16% saving on digital marketing spend
  • 14% increase in conversion from Abandoned Baskets remarketing 
  • Saving of 1-2p per click on social and paid search with improved quality scores
  • 2-5% more emails landed in inboxes with improved sender reputation
  • Save 10% on social, dm and display ad by selecting most engaged customers for campaigns

How can you achieve all the above?

Simply email info@goinspire.co.uk discover how Digital Playback can solve your attribution headache and optimise your conversion rates.

Digital Playback is our unique attribution platform, that enables you to optimise your conversion rates and marketing spend by clustering every interaction an individual makes, across all channels and devices, in one journey.

Check out our webinar

Nick Greatrex, Digital Director at Go Inspire Insight, shares his thoughts on improving conversion by solving the digital marketing attribution headache, check out the webinar here [17min to view].

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
By:
0

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Aug – Conversion Rate Optimisation
Sep – Digital Signage
Oct – Brochure Printing
Nov – Creative & Design
Dec – Online Strategy

Do you specialise in Conversion Rate Optimisation? We want to hear from you!
By:
0

Each month on Digital Marketing Briefing we’re shining the spotlight on different parts of the print and marketing sectors – and in August we’ll be focussing on Conversion Rate Optimisation.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation solutions and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact James Howe on j.howe@forumevents.co.uk.

Here are the areas we’ll be covering, month by month:

Aug – Conversion Rate Optimisation

Sept – Digital Signage

Oct – Brochure Printing

Nov – Creative & Design

Dec – Online Strategy

For more information on any of the above topics, contact James Howe on j.howe@forumevents.co.uk.

Image by StockSnap from Pixabay

Do you provide Conversion Rate Optimisation solutions? We want to hear from you!
By:
0

Each month on Digital Marketing Briefing we’ll be shining the spotlight on different parts of the print and marketing sectors – and in September we’ll be focussing on Conversion Rate Optimisation solutions.

It’s all part of our ‘Recommended’ editorial feature, designed to help marketing industry professionals find the best products and services available today.

So, if you specialise in Conversion Rate Optimisation and would like to be included as part of this exciting new shop window, we’d love to hear from you – for more info, contact Lisa Carter on lisa.carter@mimrammedia.com.

Here are the areas we’ll be covering, month by month:

September – Conversion Rate Optimisation

October – Lead Generation & Tracking

November – Brochure Printing

December – Creative & Design

For more information on any of the above topics, contact Lisa Carter on lisa.carter@mimrammedia.com.