PATCHOGUE, N.Y., Aug. 25, 2018 /PRNewswire/ — As part of their effort toward helping businesses understand how to effectively appeal to the consumer’s needs, internet marketing company fishbat shares 4 psychological tactics to include in your CRO strategy.
Conversion rate optimization, or CRO, is an important part of getting website visitors to take some sort of action once they visit a site. While SEO is great at getting a company in front of more eyes, CRO is what seals the deal when a potential customer is exposed to website content. Understanding the psychology behind the way users interact with a site will go a long way toward maximizing the value of each page view.
Below are 4 main tactics to keep in mind when developing a CRO strategy.
Study Demographics. This tip is an overarching guideline that applies to pretty much every element of CRO, but at its most basic level, proper CRO optimization relies on having an intimate understanding of the customer’s psyche and the way they interact with website elements. The type of website design that is optimal for conversion isn’t a one-size-fits-all solution, and will vary based on the type of product or service offered as well as the industry in which the business operates.
Take stock of the business’ target audience and the type of people they are, as well as the type of content they value. Part of understanding proper CRO is understanding the exact audience that the company is trying to appeal to.
Interview Customers. The value of sitting down with a few customers either in a direct interview or through a survey is often understated. However, getting real, actionable information from people who have either made the decision to buy or forgo a product will make it easier to understand how the key demographics mentioned above interact with the company’s website. There are a number of tips and tricks to try to understand where a company’s CRO is excelling and where it falls short, but these tactics pale in comparison to getting a straight answer from the consumer.
Continually Ask “Why?” Part of an optimal CRO strategy is putting oneself in the shoes of the customer, and one of the best ways to do that is to continually figure out why exactly a customer would interact with elements on a website. What would drive the average customer to visit a product page? What incentivizes filling out a survey or adding a name to an email list? Go through every important element and try to tie a reason to every action. If there isn’t one, take steps to make sure there is for maximum conversion rates.
Take Advantage of Split Testing. In many ways, CRO optimization may seem like a subjective process rather than an exact science, but a company can get solid, research-backed data using split testing. A marketing team won’t know whether a change is effective if they don’t give it a try, and changing up key aspects on the site that are underperforming and then comparing them to the baseline is a great way to understand the effectiveness of different approaches. Over time, a company should be able to nail down an effective CRO strategy based on real trial and error through both split testing and the other tips mentioned above.
Digital marketing agency fishbat is a full-service firm that takes a holistic business approach to their clients’ digital marketing programs. The fishbat team understands the importance of business principles just as well as the nuances of the latest digital technologies. fishbat offers every digital marketing service available from digital marketing research and planning to brand development to website and asset creation through social media management and search engine optimization programs – all custom calibrated for both B2B and B2C businesses.
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