A CRO Guide for Marketers
Conversion rate optimization is a process of increasing the percentage of your website visitors taking the desired action. It is quite essential for achieving marketing success.
VWO’s Nida Zehra has published ‘A CRO Guide for Marketers’.
She says, “First thing first. You must know what you want to achieve with your optimization exercise. You need to zero in on a set of goals, and for that, you need to sit with your stakeholders and identify the critical metrics (also known as KPIs) that define your business goals. Once you have identified the goals specific to marketing, you can use the A/B testing framework recommended below to test your optimization ideas.
- Do your research: Utilize Google Analytics and behavioral analysis tools, such as heatmaps, session recordings, and surveys, to gather behavioral insights from your existing website traffic.
- Identify the top key metrics that directly impact your business conversion goals—for example, free trial sign-ups, online purchase, etc. Don’t forget to make observations of these data as they will help you compare your conversion rates pre and post experimentation”.
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