The mindset of growth and CRO professionals should not always be focused strictly on how to increase conversion rates. This may seem counter-intuitive, but think about it like this: if our main goal was to increase conversions, we could simply introduce a large discount resulting in a sky-high conversion rate. But when you are slashing prices, it will naturally lead to a major loss in profit. CRO is about creating and sustaining long-term growth, increasing revenue and the return on your investment (in marketing and other aspects of your business). Sustained growth is the result of product-market fit and reaching your target audience in the most effective way possible.
In digital marketing, new trends appear and old trends become ineffective at a rapid pace. One of the best ways to reach your target audience effectively is to constantly stay on top of these trends in order to get the most out of new channels, tools, and strategies. CRO isn’t about silver bullet solutions or the “best” strategies, it is highly dependent on your own case. There are many ways to reach your ideal customer, but finding 2 to 3 top channels and optimizing their entire journey for each case should be your goal. So, how do you do that? As mentioned before, there is no single best way to go about it, but there are methodologies that you can use consistently to gradually improve your marketing funnels. A growth specialist is responsible for implementing these methods to discover the best conversion opportunities for different contexts and in a constantly-changing digital sphere.
One of the most popular universal frameworks growth marketers use is the Lean Startup methodology (which you can read more about in Eric Ries’s highly-praised book “Lean Startup’’). The main principle behind this methodology is that you should implement a circular process of discovering and testing new ideas for improvement. This can be applied to digital marketing as well, but also to your entire startup, product or service. It is difficult to get everything right from the very beginning, this is why 9/10 of startups fail. But if you have a process that allows you to evolve constantly in a structured way, and according to the feedback and data you receive, you can improve your chances drastically. The Lean Startup process is very simple on paper, it involves forming ideas about how you can improve, choosing a relevant KPI, and defining a range that defines whether your idea for improvement is successful or not. By analysing the data that results from this change, you can determine if it has a positive impact. Afterwards, if this change had a positive impact, you can implement it. Additionally, you can use your learnings to form new ideas. This circular process ensures that you have a constant process of improvement.
Here are a few places you can start to identify potential improvements:
By asking yourself these questions, you can make sure that you make your online presence relevant and tailored to your target audience. You want to reduce any kind of friction and frustration as much as possible while keeping only persuasive elements that drive conversions.
Now that you have an overview of the principles that you should be mindful of, here are a few specific best practices to guide the design of your websites and landing pages. Keep in mind, best practices are only useful as starting points. Test everything as they may or may not work for your situation:
Please note that these are starting points. Most of this advice can be applied universally and successfully, but you must always confirm your assumptions with a structured testing framework. Never assume something works just because it seems like it will, otherwise you will be wasting money on designing and driving traffic to an online experience that doesn’t drive conversions.
Here's some food for thought to help grow your business!
In 2022, we’ve reached a time where the on- and offline competition is bigger than ever, a time when everyone can join the race. And so it is crucial to get an understanding of your competitors and the position your business holds within the industry. Because of that, the first step is choosing the right competitors based on a variety of elements that make them relevant to your business. It would be most obvious to look a the products or services they sell, right? However, the technology they use, their business model, target audience, and marketing channels are also relevant. Based on these criteria, you can conduct various analyses to study and compare your strategy.
Every business or brand needs design, in one way or another. But how do you make sure it aids your business goals and doesn't become a financial burden or time sink? The three primary benefits of good design are; effective communication, recognisability, and the potential for behavioral influence.