You’re familiar with the concept of CRO (conversion rate optimization) marketing and the benefits CRO can have on your SEO, right? As a quick recap, these include:
- 223% increase in ROI
- 300% higher conversion rate
- 12x more leads
But did you know that CRO marketing isn’t beneficial or even possible on some websites?
CRO analyzes a site’s visitor behavior to minimize problems and maximize conversions, so why wouldn’t it work on every site? Good question!
Yes, CRO helps customers take specific actions—sign up for a newsletter, request a free demo, or purchase a product. However, the CRO process requires a lot of analytics and many different variations of testing to bring in the highest conversion rate…and some sites simply aren’t cut out for that.
We don’t want you to waste your marketing money, so our expert CRO team at Big Leap put together a checklist of prerequisites to tell if your site is considered a good candidate for CRO marketing.
Are You Ready For CRO Marketing – 4 Ways to Tell
Big Leap generally doesn’t start CRO for a client unless a site or page passes specific standards showing it’s ready for this marketing tactic.
Use this checklist to gauge for yourself if your site or page is ready for our experts to step in, perform our magic, and get it ready for optimized results.
1. The page meets a minimum threshold of visitors.
The number depends on whether you’re measuring traffic or conversion and what type of conversion you’re looking for, but a good rule of thumb is your page should have at least 1,000 page views per month before starting CRO.
The reason is there needs to be enough statistically significant data (based on the number of current conversions the page is getting) to analyze and test optimization methods.
2. The page has high value but isn’t getting enough leads.
For example, if the landing page is getting a lot of traffic but not enough leads or lead form submissions, it might be time to perform CRO marketing.
What “enough leads” means should be determined by your sales team. But let’s say you get 1,000+ page views per month with 10 lead form submissions. Your conversion rate is 1 percent, which is low. But if you get 50, then your rate shoots up to 5 percent, which is good.
3. The page has a high bounce rate.
If your audience turns around and leaves as quickly as an introvert arriving at a party, your page probably needs CRO.
When the success of your site depends on users viewing more than one page, a bounce rate of 41 to 55 percent is considered average. An optimized page can see a bounce rate of 26 to 40 percent.
Check out your Google Analytics to learn your page’s bounce rate.
4. The page is at the end of a conversion funnel.
If your customers get to the bottom of the funnel but still don’t convert (or if you experience high cart abandonment rates), this is a sign you need CRO marketing.
What is a good conversion rate? Another good question, but a complicated one to answer. A good conversion rate varies across countries, industries, and niches. But for eCommerce sites in the U.S. in the third quarter of 2020, the average conversion rate was 2.57 percent. Generally, it’s best to determine your own conversion optimization rate goal and try to meet or exceed it.
Calculate your conversion rate by dividing the number of conversions by the number of visitors and multiplying that number by 100.
What to Do If You Answered Yes to the Categories Above
If the page you are evaluating checks off all the above standards, congratulations! It’s ready to graduate to CRO. Get the page where it needs to be by working through the five steps of conversion optimization and applying our 16 quick tips to boost conversion rate optimization.
Of course, you can always contact Big Leap’s CRO team to do all the dirty work for you so you can sit back and enjoy your rising conversion rates from the comfort of your couch.
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