In online marketing, there are two types of marketers; those that focus on optimizing conversion rates and those who focus on following the best practices and improving their metrics. If you just set up your online store/business, you will start by being a tactician. This is until you get the traffic you need that takes action on your site. However, once you have acquired the right traffic, you will do your best to combine conversion rate optimization with tactics. The purpose of this post is to help you understand why conversion optimization strategy always outshines tactics.
- Understand your customers better
In online marketing, understanding your customers is the most important thing. This is because you need to tailor your services to their unique needs in order for them to consider doing business with you. They want to feel that you understand their plight and you are seriously interested in helping them. As an online retailer, you ought to know what your customers really want in order to tailor your products and services to their needs and wants. This is where conversion rate optimization (CRO) excels.
Most of the research that goes into CRO is aimed at understanding who your customers are. Conversion research will be needed to know how your visitors are interacting with your store and what percentage is causing a bottleneck within the sales funnel.
Understanding the customers helps build buyer personas for your online business. This will help you better understand who you are targeting. This is not the case with tactics where the main goal is luring customers to your online store and leaving it at that.
With the understanding of what your customers are really after, conversion optimization strategies help you personalize your marketing strategies. A better understanding of your customers makes it easy for you to speak directly to their needs. You will also be able to tailor your website and services in a manner that improves their shopping experience. Needless to say, the better the user experience, the more customers you will be able to acquire and retain.
The goal of CRO is to ensure that you fully understand how your store is engaging and streamlined to capture new visitors and hold them long enough to turn them into paying customers. The strategy will help combat the stunted attention span of modern-day consumers by making it easy for them to find what they are really looking for and much easier.
Tacticians mostly focus on bringing in more customers to their website and little on retaining these customers. This often leads to high marketing costs with minimal conversions. Conversion rate optimization, on the other hand, strives to boost conversion. Slight improvements on conversion rates have been found to cause massive improvements in profits. This is because CRO offers immediate and tangible profits that go into your pocket rather than to advertisers.
- Leverage on existing traffic
The best thing about using a conversion optimization strategy is that you will be leveraging on existing traffic. Although you will spend some time and money getting your page optimized, once you get the desired traffic, you will leverage on the current traffic to make money. The goal of conversion rate optimization is not to acquire additional traffic but rather to ensure the existing traffic is converted into paying customers.
- Stay ahead of the competition
The secret to staying ahead of the competition is in outsmarting your competitors. You need to be more efficient and faster and to personalize your products and services for your audience. This is one of the many things CRO enables you to get. In your effort to increase conversion, you will be improving your customer experience on your online store. This will lead to improved customer satisfaction.
The bigger part of CRO is ensuring that your online store is legitimate. This is because customers on the Internet are more concerned, especially with increased cases of security breaches in retails. Making your website look as legitimate as it can possibly be will help build trust as well as encourage visitors to do business with you. Reducing mistrust is the first step to boosting your brand perception.
If you can deliver what you promise and receive lower bounce rates, your website will be considered to be valuable by Google. This will boost your search engine rankings. What’s more is that if visitors are happy with you, they will be more inclined to share your content, thereby helping you get quality inbound links.
The benefits of using a conversion optimization strategy go beyond the aforementioned benefits. However, for you to enjoy the many benefits of this strategy, you must ensure that you use a skilled conversion rate optimizer that understands what he is doing and what your business is about. The optimization has to be done properly and in the shortest time possible.