After the successful introduction of the
internet in the late 1990s, business class people took it as one of the
important means of creating brand identity. So since then a countdown has been
started among the marketing professionals and advance businessmen: how
effectively it could be used in purpose of strategic marketing mix and
sustainable sales promotion. So a new genre namely internet marketing or
e-marketing or web marketing emerged depending on the internet and marketing
products or services. But increasing website traffic and raising awareness of
products and services online is not all of web marketing. It is much more than
that. To be more precise, when the owner of a website painstakingly starts his
online marketing campaign or gets it done by a reputed internet marketing
company, he looks for maximum ROI. Here I mean the owner would always calculate
how much he had spent on internet marketing and how much it has earned on it.
So apart from making people cognizant of his product and services, he would try
to keep a record: how many of online viewers, who came to his site, have turn
into his prospective customers. Depending on this concept another new genre
called Conversion Rate Optimization (CRO) has come to the internet marketing scenario. Now let me discuss the term to make it more understandable
for you.
What
is Conversion Rate Optimization (CRO)?
In web marketing conversion rate
optimization (CRO) is a method that involves the science of converting online visitors
into prospective customers. It is done with an objective of increasing the
percentage of visitors who land on a webpage and convert into real customers.
Now suppose you are a businessman and if anyone asks you: how does online
marketing help you making money?
You would say that I showcase my brand,
products and services on my webpage and approach them in a way so that after getting
information about these online viewers feel desire to have them. Thus, simple
online viewers turn into real customers of your products and services.
Today almost all conscious businessmen keep full watch on their website like a hawk and then seek for a hawk roosting in their specialized domains and finally try their best to make their specialized domains unipolar for them. They start with an active interactive and attractive website that never looks a little jazzy than their competitors. Then they involve themselves into internet marketing following various methods such as Search Engine Optimization (SEO), PPC (Pay per Click), SMO (Social Media Optimization), SMM (Social Media Marketing) etc. They start practicing various virtual marketing and viral advertising methods and try to keep a track record of purchasing products (by viewers) from their sites or coming to their sites being redirected by other sites. This track record is measurable statistically. This is measured against the total number of visitors and the number of visitors has turned into customers. This number of customers is divided by the number of visitors and multiplied by hundred. It is called the conversion rate.
Today almost all conscious businessmen keep full watch on their website like a hawk and then seek for a hawk roosting in their specialized domains and finally try their best to make their specialized domains unipolar for them. They start with an active interactive and attractive website that never looks a little jazzy than their competitors. Then they involve themselves into internet marketing following various methods such as Search Engine Optimization (SEO), PPC (Pay per Click), SMO (Social Media Optimization), SMM (Social Media Marketing) etc. They start practicing various virtual marketing and viral advertising methods and try to keep a track record of purchasing products (by viewers) from their sites or coming to their sites being redirected by other sites. This track record is measurable statistically. This is measured against the total number of visitors and the number of visitors has turned into customers. This number of customers is divided by the number of visitors and multiplied by hundred. It is called the conversion rate.
Number of
customers
Conversion rate=--------------------------x
100
Number of
visitors
Eventually, it is the measurement of the success
of a website.
Now
let me tell you how is it done?
Here
are some important tips for you.
Build
conversion path
Your website should be like a good book
having begging, middle and ending distinctly. It should include distinct home
page, service page, product page, about us page with proper navigation link and
integration of site map to make people aware of the whole content of your
website at a glance. From start to finish
everything needs to go step by step to bring a visitor toward the ultimate goal
of truing him into a customer. You can bring him to your website through an
article, press release, blog writing or other piece of writing on other
websites.
Create
alternative pathways to the conversion point
Make link wheel or other pathways that can
help visitors landing on your website. Here you can insert your website link on
other websites by various methods like posting articles, press releases, blogs
and classifieds. Sometimes the adding links to your sites by various methods
like link exchanges. Email and many like this play effective role to the
conversion point. Besides, you should
create a path to the conversion to direct your readers following steps with
different options to meet different needs, desires and temperaments of many
visitors.
Add
button and different colours:
Add button and use different colours in
links and hyperlinks to direct your readers towards different navigation
pages. Try to get a larger button or a
streamlined page layout to make their action prompt on your webpage.
Lessen
the clutter:
Don’t try to move your readers in different
directions, rather remove extraneous, unnecessary text, images, and links. Your
each webpage should have a clear focus on the content at a glance and must
guide to next action.
Write compelling copy
Your content on the webpage should be the lifeline of the page. Don’t write a verbose copy; try to get a concise and crisp copy. Write more on customer perspective than search engine’s perspective. Try to keep them attracted to the end-user benefits than telling more on your business and its features.
Your content on the webpage should be the lifeline of the page. Don’t write a verbose copy; try to get a concise and crisp copy. Write more on customer perspective than search engine’s perspective. Try to keep them attracted to the end-user benefits than telling more on your business and its features.
Try to earn credibility
Always
try to earn the credibility of the readers. Don’t use too much promotion words
like excellent, outstanding, top notch quality etc. Get a clean, professional design for your
website. Include there prominent testimonials and press mentions to feel your
customers comfortable of getting products and services from you.
Meet expectations
Try
to include everything that customer can expect from you. Think everything from
his point of view.
Some technical parts that you need to do:
Set
up funnels in Google Analytic to know your traffic status.
Use other analytics packages
- You may include other analytics tools and packages to know what’s happening on your website.
- You can take service form usability tests providers.
- Make a market survey to know your customer status, their liking and disliking
- Make a SWOT analysis on it
- Make more money
- Increase advertising spend
- Increase market share
Now take a look how CRO helps in
business:
So
internet marketing without CRO means walking long distance in a dark without
light. And in this ever-changing digital world where the dynamics of business
change day by day there internet marketing without flowing Conversion Rate Optimization
guidance is verisimilitude to shooting in the dark where chances of missing
target is more. So get the best it and make money and profit as you best as you
can.
