Conversion rate optimization is the process of increasing leads, sales and conversions from a website without increasing its traffic. It’s about harvesting more value from your existing crop.
Let’s look at this visually. Think about Infusionsoft’s perfect customer lifecycle “funnel.”
What you’re aiming for with CRO is not so much a funnel, but something closer to a symmetrical cylinder in resemblance. You’re already paying, even anguishing, to get the leads there at the mouth of the funnel. CRO will help boost the quantity of leads going through the funnel. It’ll boost your ROI and help you spend your initial marketing investment with confidence.
There are several approaches to conversion optimization with two main schools of thought: One school is more focused on testing as an approach to discover the best way to increase a website, a campaign or a landing page conversion rates. The other school is focused more on the pretesting stage of the optimization process. In this second approach, the company will invest a considerable amount of time (and money) understanding the audience and then creating a targeted message that appeals to that particular audience. Only then would it be willing to deploy testing mechanisms to increase conversion rates.
Here is Giles Thomas’s approach to increasing conversion rates (see chapter 3), plus a few other great tips: http://acquireconvert.com/list-building
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