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A Conversion Optimization Agency – Is an agency that specializes in increasing the number of cold leads that make a decision such as inquiring about a product, sharing contact information, adding products to a cart, or making a sales decision.
An Agency that deals in CRO (Conversion Rate Optimization) has many platforms by which they can service clients. Google AdWords and Facebook Ads are just two of the most commonly used platforms. While Google and Facebook are widely used for advertising the most successful advertisers research the platforms to offer a better ROI and deliverables.
Each individual position plays an important role in the optimization process. Agencies typically employe a variety of individuals who specialize in different areas of optimization. Areas like copywriting, graphic/video creation and analytic optimization are vital positions when it comes to the optimization of ads. If the ads aren’t specified for the intended audience and targeted at the correct demographics then the ads won’t convert leads to their full potential.
Conversion Rate Optimization (CRO) is an effective marketing strategy to convert site visitors to paying customers. It’s one of the fastest methods to ensure that a business website isn’t only getting traffic, but is retaining the traffic for good. CRO has many elements, strategies, and tools – all of these help organizations go through the sales funnel process efficiently. From site visitors to leads to customers, then repeat buyers.
CRO is the process of increasing the percentage of website visitors that are converted on the site. A 50% conversion rate means that half of site visitors convert to paying customers on-site. Increasing conversion rate means enhancing the website’s design, format, and audience appeal. Optimizing conversion boosts highly-qualified leads, increases revenue, getting greater value from current leads, has lower acquisition costs, and improves business growth.
Marketing teams now continue to increase traffic and get more revenue from already existing traffic. CRO is ensuring that people come to the website and leave after purchasing an item or two.
Conversion optimization is a complex process with multiple stages. It includes in-depth data analysis, multiple tests, revising contents, drawing necessary solutions and so much more. Marketers and conversion optimization experts often encounter these primary elements in their conversion rate journey.
The landing page defines a website, its relevance, usability, and ability to engage site visitors. Design matters more since landing pages with good aesthetics get more traction. However, the design should not compromise the business goals and vice versa. Organizations ensure that they create a balance between design and keeping the integrity of their business.
User experience is core to deciding the kind of design a company wants for its website. The goal is to make it easier for the site visitors to do what they needed to do on the site.
Amazon, the eCommerce giant understands this need and implemented this strategy to its product pages. Buyers easily purchase items using an orange buy button, it’s both attractive and easy to see. The details are also well placed.
While it’s the design that captures the site visitors’ attention, it is the content that convinces them to stay. The words in the site convert visitors to become leads.
It is important to put relevant content to emphasize what the organization offers. Persuasive language convinces site visitors to take the desired action. The website copy is divided into two sections – headline and body content.
Headline – This sets the first impression and if it’s not striking enough, visitors wouldn’t scroll for more and leave. Website headlines should be simple and direct to the point.
Body content – Similarly, the body content should also be concise and direct to the point. The company website must clearly explain the services and products.
A call-to-action is the website’s prompt. It may be a webinar booking, subscription prompt, purchasing items, and more. A persuasive and concise call-to-action works best for many companies.
People online thrive on speed – this speed/loading time impacts the site’s performance. Skilled reports that a one-second delay in loading time reduces conversion by up to 7%.
This translates to losing almost 11% of potential customers. Speed is equated to efficiency and user experience. The faster the website loads, the better user experience it offers.
Data is the basis of decision-making in every CRO campaign. Marketers don’t make decisions based on intuition, they make changes in the website because the data say so. There are tools and software available to collect visitors’ data, Google Analytics is one of the many that gives in-depth data of visitors’ activities in the site.
Forms must be optimized especially if they are part of the sales funnel. There is no standard when using forms but most companies see good returns from using shorter form processes. The fewer fields that visitors have to answer and fill, the more time they have to browse more of the website.
Misconceptions are normal, regardless of the industry. Marketers have long harbored several misconceptions on CRO. Some see it as an important factor for success, while others simply think of it as just another marketing strategy.
The best practices for a company may not work for others. Optimization is a learning experience, businesses can’t box themselves in just one checklist.
People equate A/B tests as the entirety of CRO, but there’s more to optimization than just the split testing. Optimization is more of validated learning, it’s about determining the problem and looking for a solution based on the available data.
CRO encompasses various plans and elements. Companies that wish to grow their conversions have two options.
Train an employee to become a key figure for the company’s CRO efforts
Hire a CRO agency
While having a professional CRO expert in-house is a good thing, sometimes, the conversion optimization campaigns are too much to handle by just one person.
Companies now include optimization in their marketing budgets. CRO agencies have different specialties but they have one unifying goal, to increase the businesses’ conversion rate.
It is important for organizations to have a grasp on what their business goals are before asking help. Organizations have to be specific with what they want and partner with an agency that will align with their goals. This article talks about the elements of CRO and the things that an organization must consider before hiring a CRO agency.
CXL reports that 60.8% of businesses today are prioritizing their CRO. More companies are thinking of expanding their optimization efforts. However, most of them are stuck with the question – “who should manage CRO efforts?”
For companies without the resources to build an in-house optimization team, their best plan is to hire. Stats show that 44% of companies spend about $10,000 yearly for A/B testing and spend more on other tests and tools.
The best choice depends on the company’s goals, size, and budget. If the website does not get much traction and traffic, hiring a CRO agency would prove to be ineffective. There has to be ample data for the tests to work.
There’s not a lot of CRO experts out there, it takes time to get someone who aligns with a company’s goals and budget. Launching a personal CRO program takes a much longer time.
Another disadvantage with an in-house team is the cost. It takes about $500,000 just to create a skeletal team. Small businesses and start-ups do not have that kind of budget to spend.
Many websites get traffic, but they struggle to retain the traffic and convert the traffic to highly qualified leads.
Hiring an agency means businesses will have the opportunity to experience accurate optimization. This knowledge will be helpful if they choose to create a team in the future. CRO delivers faster results as opposed to SEO. It is a good way to gauge if an in-house team of CRO will be a good investment.
Another reason why businesses opt for an agency instead of an in-house team is due to a slow rate testing. CEO of Quicksprout, Lars Lofgren, said agencies process things faster as they already have the tools and the experience. These agencies can come in and offer their services at full capacity in building the tests.
Some companies are unaware that they’re setting the wrong goals for their website. Agencies have fresh eyes and can lead the company in the right direction. One of the agency’s jobs is to ensure that the goals are met and these goals align with the company’s visions.
Optimization isn’t a one-time deal, it’s a long-term commitment. Businesses shouldn’t compromise their revenue because they want to save money. Hiring an optimization agency may be a good path especially if it’s the company’s first optimization efforts. They can build their in-house team once they get a grip on how the process works and are able to raise enough budget to build their own team.
Omniture reports that businesses can get a 25% increase in their conversion rate. Companies try to optimize their websites for the same reason, but they can only do so much if there’s no professional help.
It is important for organizations to weigh in their options and how much they are willing to spend on their CRO efforts. Some companies try to spend more than others because of the high return, while others are still testing the fit.
It’s important to spot these marketing agencies and ensure that an organization is hiring the right one. This is a big marketing decision and investment. Organizations need to remember that AB testing and some CRO efforts do not immediately guarantee results.
Good CRO agencies do not put much emphasis into the specifics of what they can do for a company. This is because every organization is different and requires different focuses depending on its needs.
The site visitor is core to CRO campaigns. It involves studying users, analyzing their behaviors, getting feedback, and other user-centered activities. The agency must understand the needs of the organizations to create a detailed course of action.
The right agency understands how site visitors use the organization’s website to identify the problems and create solutions.
Effective CRO agencies are obsessed with details. A good agency leaves nothing behind and takes every test results and configuration into the equation.
Agencies offering the right skills and services have successful track records. A 20% to 30% increase in conversion is considered an outstanding result. Businesses, however, should not conclude that other organization’s success will be replicated to theirs. Each website has unique needs to be addressed, thus solutions and results may vary.
Experienced agencies can talk about their most successful projects, most difficult projects, and more.
Data is important for every campaign and tools to help analyze these data to reach an accurate conclusion. Analytics tools are also used to determine where the converted traffics is coming from. Adobe Analytics, Mixpanel, or Google Analytics are some of the analytics tools used by good CRO agencies.
Businesses must look for an agency that’s focused on the process, not the tactics. They are also focused on long-term success.
Every firm has varying offers and services, some have more while others are focused on one specialization. Most CRO firms use multiple techniques and strategies to increase conversions.
They tailor their services to create effective CRO campaigns. An optimization done right means a 74% increase in a businesses’ sale. Although each firms’ offers vary, they offer some similar services.
A poorly written website copy is a common problem for conversion. CRO agencies check the websites’ content and determine the content that needs to be tweaked or changed.
Agencies have personalized conversion rate dashboards, some offer regular calls from the account manager to keep the team informed throughout the process. Companies will see how the conversion rates are going, they are able to measure results and track changes in their conversion rates.
It’s also important to look at the other competitors in the business and see what they are doing. Most agencies study the clients’ competitors and ensure that their client is in the same playing field with other businesses in their respective industry.
CRO agencies start by determining the right audience for their clients’ business. Smaller businesses have local demographics and work within specific locations.
Bigger businesses have larger scales and they have global audiences with related interests. CRO agencies try to sift site visitors and identify the target audience. Website changes are then made to appeal to that target audience.
CRO professionals and experts aim to know where the data are coming from, what the visitors do when they visit, and what they expect from the websites. These data are optimized via A/B testing to further increase traffic , clicks throughs, leds, sales, amd form fills.
CRO campaigns are challenging and it doesn’t always guarantee the expected outcome especially if there’s not enough data. There are successful case studies that businesses can check out and replicate to their own conversion rate efforts.
Venture Harbour CEO, Marcus Taylor, experimented with multi-step forms in one of their previous ventures. Multi-step forms are forms that are broken down into multiple pieces. Examples of which are shipping and registration forms. Cutting these forms down in smaller chunks allows for better user experience and increases conversion.
Taylor used a multi-step form to guide their users through a series of questions. Their website avoided bombarding visitors with long forms. Using the Leadformly tool, Taylor implemented the multi-step form into the company website and had a 300% increase in conversion rate within the first week.
The tool allowed the company to see the website’s problem in their form that was disrupting their conversion rate. The website continues to use the multi-step form until today and after five years, the conversion rate jumped from 0.96% to 8.1% – translating to 743%.
CTAs (call-to-actions) is an important part of the conversion rate campaigns. The content that is included in the ad copy and where it’s located matters. Nature Air already had a decent conversion rate but it wasn’t enough.
Their research led them to their landing page and their decision was to move their CTA to a more prominent location. This move increased their conversion rate from 2.7% to 19% which translates to a 591% increase.
Warren CAT increased font size
While other websites need a full redesign, some just need some tweaks to increase their conversion rate. Warren CAT simply changed its site-wide font size from 10 to 12 to make descriptions and other content more visible. Their goal was to keep the visitors on the site for a much longer time and eventually consider purchasing their product or making an inquiry. The font size change increased the site visitors’ time to 34 seconds which meant a 20% increase in conversion rate.
Avid’s goal was to increase conversion rate and customer retention by emphasizing special offers on its site. The company did an A/B test using purple banners. The goal was to attract site visitors to special offers. This resulted in a 34% boost in their conversion rate.
Intuit’s research has shown that their customers upgrade if they see that their product doesn’t match their needs. The company introduced a new solution to their buying funnel and found out that their Review Your Order and Product Comparison Pages were the pages with more purchase intent. They used those pages to connect with their customers. Intuit teamed up with Liverperson and created a live chat solution on the two pages.
Evernote partnered with UserTesting to make massive user testing. Results helped Evernote have valuable insights and helped them create changes that led to a 15% increase in user retention.
TUI is a travel website that uses A/B test design variations to see which of their package holiday pages drive more user engagement and increase more conversion. They experimented with their CTAs, they paired every vacation offering with an A/B test and changed their CTA words and placement. The new design boosted the TUI conversion rate by up to 79% on desktop and tablet devices.
The same changes were made for the mobile-version and this resulted in a 150% increase in conversion as well. These case studies can be replicated and used by other companies that have not decided the right approach for their CRO campaigns just yet.
CRO is a great marketing strategy that may boost a company’s conversion rate. It is a big investment and it requires a systematic and strategic approach. A company may want to build its own in-house team or hire a CRO agency. Regardless, before deciding to use optimization as a marketing approach, the company must first understand their users, their websites, and do the ground research.
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