Now that you know some basic CRO tactics, it’s time to learn how to integrate them into your inbound marketing strategy.
1. Identify your goals - To do this, you need to look at your current ROI and analytics metrics to understand how your target market is responding to your current marketing collateral. This should guide the goals you set for yourself. For example, if you notice that your home page has a high bounce rate, one of your goals should be to improve it. This is one of the most important steps in building an effective CRO strategy because it’s laying the foundation of your entire plan. If you rush through it or don’t properly analyze the numbers, your entire process will suffer.
2. Develop a hypothesis for how to meet these goals – After you’ve identified your goals, you need to create a plan for how you’re going to meet them. Going back to our homepage example, you could come up with three possible solutions:
Remove certain elements to give visitors less to focus on
Change the page’s layout
Change the page’s content
3. Find the right tools – There are dozens of CRO tools you can use to make the process easier. Some focus on one aspect of CRO while others are all-in-one solutions. Do your homework and find the ones that best fit your needs.
4. Design and launch your collateral –Whether you’re creating ads, social media cover photos, or an entirely new website, make sure that you keep CRO at the center of everything you do.
5. Analyze the data – Once your collateral is published, make sure you analyze the metrics regularly to ensure you made the right choices. Run regular A/B tests on your social channels, emails, and website and stay up-to-date with the latest content, design, and marketing trends.
6. Take action based on the results – Finally, make sure that you’re actually using the data you collect. Share the results with your stakeholders and encourage everyone to come up with ideas for new ways to test your CRO elements.
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Now you have all of the tools needed to build a successful conversion rate optimization strategy. But in order to get the maximum benefit, you must learn to use each of these pieces together. It doesn’t make sense to pay for PPC ads if the landing pages you’re sending leads to are cluttered and messy or if your website has no clear conversion funnel.
We know this can be a daunting and time-consuming process. If you’ve got questions about how best to proceed, let us help.