Have you ever heard of the Ice Cream Cone Marketing analogy? Essentially, the top layer of the ice cream is quality content that brings people to your website, while the middle cone is delivering more tailored content and better UX to existing leads. The bottom part of the cone stands for getting visitors to choose you over competition by providing incentives like free trials. Finally, the chocolate tip at the bottom is the desired conversion.
The Ice Cream Cone Marketing principle lies in the core of CRO. Simply stated, Conversion Rate Optimisation is the process of maximising the conversion rate of website users taking action and engaging with your website content. The “content” can be your landing page, your website headings, a call to action, a particular email that you send to your customers, and many other elements. Conversion Rate Optimisation tools allow understand which elements of your website are working to reach your goals and which elements should be changed or discarded.
CRO is based on the principles of customer-centric website design – that is to say, designing a website focused on the UX (user experience). A customer-centric website needs to provide a seamless experience guiding your visitors all the way to that final conversion – whether it’s a purchase, an email subscription or an e-book download.
An alternative picture or a slightly different call to action can produce a dramatically different result in converting your website visitors. Founders of the Conversion Rate Experts Dr. Karl Blanks and Ben Jesson, suggest using a test strategy called A/B testing. The core of this strategy is a simple principle of testing two slightly different versions of the same object to find which performs best.
For example, by testing two different variations of headings for your Contact page, you will be able to track progress by the number of people who’ve actually got in touch with your business.
Specialists identify two types of CRO goals: micro and macro. Micro conversions are essentially milestones that enable you to reach your macro goals. For instance, a macro goal is purchasing a product from your website or requesting a quote. A micro goal is a step that happens on the way to achieving macro goal, like creating an account or adding a product to the cart.
Micro goals are essential in achieving macro goals. By analysing them, you will be able to identify points of friction in the customer journey. For example, if most visitors leave the “Contact Us” page, simplifying the contact form can often reduce the drop-off rate.
Google Analytics is an amazing tool that will allow you target and improve various CRO metrics. You may want to track user behavior on different sections of your landing page or reduce the bounce rate on your blog page which can be achieved by using more bullet points and actionable headings.
Crazy Egg is a simple and easy-to-use tool for click-mapping user behavior. It will help identify which parts of your website are getting most clicks even if they don’t have clickable links. For example, if you notice that a particular image is getting increased attention it can be useful considering amplifying or attaching a clickable link to it, so a user can go the next step in their journey.
Clicktale provides numerous ways to analyse the performance of forms on your website. It allows you measure how many users tried to submit a form, how many of them actually successfully submitted it and what obstacles led the rest to drop off. You can then use these insights to simplify and improve your forms conversion rate.
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