Why Your Marketing Should Care About CRO
- by Saida Ayupova
- Thought Leadership
Conversion Rate Optimisation (CRO), as a practice, has been increasingly gaining attention of marketing and ecommerce professionals over the last couple of years. It doesn’t come as a surprise considering how data- and results-driven this area of marketing is.
The sole purpose of CRO is to increase the number of users landing on your page that convert into customers – whether they buy your product, download an ebook, or sign up for an event. What does come as a surprise though, is that only half of marketers take action to increase the conversion rates of their landing pages.
Why Should You Care
It gives you a better understanding of your customers and their behaviour patterns
Running conversion tests, and comparing and analysing results can be a rather time-consuming yet highly revelational process. The more tests you run, the clearer of an idea you will have of what works best for your brand and its consumers.
As such, it increases your online sales
This is pretty intuitive: the more reflective of your consumers’ buying behaviour your landing page is, the more likely your clients are to buy your product (or take any other action, be it a report download or a webinar sign-up – money is the bottom line, anyways).
It informs the behaviour for the rest of the marketing function
Through CRO practices, you will discover information about your clients and your brand that will prove useful in various other areas of marketing: email marketing, content marketing, social media engagement, etc.
CRO is data-driven. It eliminates guess work and gut feeling from the process. It’s a circular process: make a hypothesis, test it, analyse data, and repeat. While you may choose to outsource this particular function to an agency, CRO skills can be trained within your marketing team. Even if you still choose to outsource, the habit of making data-based decisions within your marketing function is a solid habit to nurture.
On October 27, 2016, Savage is running a one day training for Romanian marketing and ecommerce professionals. CEE is a vibrant market and Romania, with its expanding innovation hubs in Bucharest and Cluj-Napoca, is one of the fastest-expanding economies in the region.
So, we have invited Ian Rhodes – a digital marketer with over 20 years of experience and one of the most sought-after trainers on Growth Marketing in Europe – to run this training for our network in Romania. The program will cover CRO aspects such as:
• the psychology of CRO;
• validation of a value proposition;
• minimising perceived risks;
• the 3 questions all landing pages must answer; and
• setting up a successful A/B split test and others.
Seating for the training is limited, so make sure to register your team today! As a bonus, those who register by September 16th will be entered in a raffle for a Vector Luna Smart Watch with a 30-day battery life.