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The Beginner's Guide to Conversion Rate Optimization (CRO)

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Today, most marketing teams are structured to drive traffic toward websites, which then converts into leads for the sales team to close. Once this process starts to deliver results, marketers then seek to generate even more traffic, and hopefully even more success.

It might be an oversimplification, but that’s the standard marketing playbook. Few marketing teams focus on getting more from existing traffic. That’s where conversion rate optimization (CRO) comes in.

In this blog post, we’ll teach you all about CRO — what it achieves, why you should do it, and how your team can execute it.

We’ll explain how you can drive more results from your existing traffic so your content can work smarter, and not harder, for you.

Conversion rate optimization (CRO) is the process of enabling people to take an action when they visit a website. By designing and modifying certain elements of a webpage, a business can increase the chances that site visitors will “convert” into a lead or customer before they leave.

Many websites are designed to convert website visitors into customers. These conversions occur all over the website — on the homepage, pricing page, blog, and landing pages — and all of these can be optimized for a higher number of conversions. The process of optimizing those conversions is exactly what CRO entails.

Here’s a little more detail on how the above website elements can benefit from CRO.

Homepages are prime candidates for CRO. In addition to making a first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them further into your website. You can do this by emphasizing links to product information, offering a free signup button, or even incorporating a chatbot that solicits questions from visitors at any point during their browsing experience.

A website’s pricing page can be the make-or-break point for many website visitors. CRO can help a pricing page convert visitors into customers by modifying the pricing intervals (e.g. price per year vs. price per month), describing the product features associated with each price, and including a phone number for visitors to call for a price quote.

The blog is a massive conversion opportunity for a business’s website. In addition to publishing thoughtful and helpful content about your industry, a blog can use CRO to convert readers into leads. This process often includes adding calls-to-action (CTA) throughout an article, inviting readers to learn more about a topic by submitting their email address in exchange for a ebook or industry report.

Landing pages are inherently designed for people to take an action. An event landing page, for example, can be optimized with a video of last-year’s event to encourage visitors to register for this year’s. A landing page for a free resource can be optimized with preview content from that resource to encourage users to download it.

Conversion rate optimization is a huge, often untapped opportunity for marketing teams, and you might be surprised by the oversized impact you could deliver by fine-tuning your website for conversions.

Once your sales and marketing engine consistently attracts website visitors — and at progressively high amounts — you should start thinking about CRO to convert those visitors into leads for your sales team.

Businesses typically have a finite demand for products and services, so it’s imperative that you make the........

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