What are best practices for CRO?
Feb. 24, 2019, 11:05 p.m.
Conversion rate optimization (CRO) is not science fiction. This marketing technique, like any other, is based on clear procedures and the replication of effective patterns.
One goal - first of all, you have to remember that each landing page has a clearly defined goal. The whole graphics sphere of the page as well as its content, including messages, will be prepared for this purpose. Without a specific and clearly defined goal, it is impossible to create a landing page. On such a small page, you should not implement two different conversion paths that lead to two different goals.
A clear message - the art of building a message is a sphere that often goes beyond the website itself. Let's start with the ones on the page. They should be clear and simple, encourage specific action on the site. For example, if the page is supported by an advertising campaign in AdWords, you usually use specific messages in ads. When building your message on a website, you must remember to be consistent with those that guide it. If the user does not find an answer to your questions, he or she will most likely leave your website.
An effective call to action - buttons should be placed in the right place, as well as stand out graphically to be noticed, but a good call to action is something more. First of all, it is worth to give the user the final, specific argument for which he has to click on a given button or fill in a given form in the button itself or in its immediate environment. Secondly, remember that the button informs what will happen after clicking on it. None of us like unknowns, and there is no shortage of fools on the net. Distinguish yourself from them.
Conversion finalization - remember that after the user has made a specific conversion, there was always one more last step, for example in which you inform him that the process has run correctly or simply thank you for making your choice. It is very important that users do not have to think about whether they have done everything right. Sometimes a simple message like "Thank you for sending your inquiry" is enough, it is sometimes worth sending an e-mail - decide what is best for you.