When you get right down to it, our goal as marketers is to deliver conversions for our clients. Period. Conversions are the desired actions you want visitors to take when interacting with your business online. These actions are not just limited to online sales and new customers. Conversions can include anything from brochure downloads and form submissions, to email opens and social media shares. Other common conversions include phone calls, newsletter signups, starting a free trial, or scheduling a demo or tour.
Conversions make our little marketing hearts sing, so we want as many of them as possible. That’s why Conversion Rate Optimization (CRO) is not only important for your website, it’s important for all of your marketing efforts — from paid advertising and landing pages, to email marketing and social media.
The bottom line is if visitors can’t find what they’re looking for on your site, they’ll move on to one of your competitors within seconds. That’s why informed web design is an integral part of CRO. We improve conversion rates for our clients by maintaining trustworthy sites, with easy to use navigation, persuasive copy, appealing design, clear calls to action and high converting landing pages. By putting ourselves in your visitor’s shoes we simplify the steps in the conversion process and ensure their experience with your business is as easy, intuitive and enjoyable as possible.
The first step in our CRO approach is to gain a deep understanding of your business goals. We then analyze your current conversion rates, establish baselines, and examine the path your users take to complete a conversion. Once we have a clear picture, we work with you to create a structured optimization plan that focuses on optimizing for the right type of customers. When done correctly CRO will produce a higher return on investment, more quality leads, more customers, and more revenue for your business.
At Epic Notion, CRO is an ongoing process that we view as both an art and a science. Our experienced digital marketers and web developers combine their insight, creativity and eye for great design with their knowledge of current user experience preferences to recommend changes that produce results. These changes can be as subtle as tweaking a word in a call to action, or changing the color of a button on a landing page. That’s the art of it.
The science comes with continually and methodically testing these changes and measuring the results. We use Google Analytics to track conversion goals for your business and monitor the conversion paths users are taking on your website. We use a variety of methods to test changes including: