The most common misinterpretation about conversion rate optimization is that you have to drive every lead to your landing page, and then offer visitors something intriguing that encourages them to opt-in. If you are wondering what CJO actually is, I think it's best explained in a six-step framework -- Research, Engineer, Reach, Educate, Convert, Engage. The most undermined element of failed CRO strategies is the visitor’s personality. As soon as you’ve defined your customer segment, engineering your website for higher conversion should be your first priority. Regardless of the look and feel of your landing pages, you must concentrate on optimizing the essential elements that attract customers to take action to benefit your business. Using split testing software can help you design unique landing pages for each customer group. In fact, enhancing your conversion rate optimization strategy based on proven facts empowers you to provide a meaningful customer experience that can result in higher growth rates. If you are running an advertisement campaign on social media or search engines like Google, your titles should be crafted to serve the right customer groups. Keep in mind that it is essential not to make a sales pitch in any of these educational materials. A conversion rate optimization strategy that does not take this step into account is bound to fail.
This year, the majority of reports have highlighted the fact that conversion rate optimization (CRO) can significantly increase revenue. However, despite implementing different optimization strategies, many entrepreneurs still struggle to achieve the optimum results.
The most common misinterpretation about conversion rate optimization is that you have to drive every lead to your landing page, and then offer visitors something intriguing that encourages them to opt-in. Well, it seems promising on paper, but it falls short in reality.
The majority of marketers tend to apply a variety of landing page optimization strategies day in and day out, hoping to acquire more customers. While most CRO strategies are proven to produce great results for different businesses with certain business models, copying those strategies thoughtlessly doesn’t necessarily churn out positive outcomes.
The truth is, your CRO initiative will fail if you overlook the importance of the customer journey optimization (CJO) strategy. If you are wondering what CJO actually is, I think it’s best explained in a six-step framework — Research, Engineer, Reach, Educate, Convert, Engage. You can adopt the techniques right away, and enhance your CRO strategies to boost your conversion rate.
1. Research.
The most undermined element of failed CRO strategies is the visitor’s personality. Rather shockingly, many marketers focus on optimizing call to action buttons, changing the layouts and modifying title tags without paying close attention to the user’s persona. And they do it too early.
Best practice shows that you must first perform a thorough research and outline your user’s desires, attitude and pain, and then work to understand what they value in their lives. At this point, there is a high probability that you may discover new customer segments that you have never thought of before.
One of the greatest tools you can use to anticipate your customer’s persona is empathy map. You can assemble a small team and use empathy map to brainstorm and discover more about your customer’s personality. As soon as you have your results, you should create different sections and categorize your customers into different groups — which contain people with similar demographic data and need.
2. Engineer.
As soon as you’ve defined your customer segment, engineering your website for higher conversion should be your first priority. Regardless of the look and feel of your landing pages, you must concentrate on optimizing the essential elements that attract customers to take action to benefit your business.
You can spend time and money designing a glamorous website, but take note — visitors make their decision in less than six seconds to whether explore your website for more information or bounce back. Leaving…
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