Conversion rate optimisation (CRO) is a powerful tool in any company’s marketing arsenal, it’s a digital discipline that can be crucial to the overall marketing strategy of many businesses operating in the financial services arena.
The strategies and techniques used within a CRO campaign can help to improve both transactions and form fill, and so can be applied effectively to both ecommerce and lead generation sites. Conversion rate tactics can also aid average order values and help to both align and maximise overall digital marketing strategies.
In this report we review the basic principles behind a robust CRO campaign and provide hints and tips to help you get started and get the most from your CRO.
5 Steps To An Effective Campaign
As part of your CRO process, there is a specific procedure that needs to be followed.
- Know Your Audience, Market and Goals
- Research and Insights
- Wireframing
- Test and Report
- Renew Test Cycle
1. Know Your Audience, Market and Goals
Audience
Knowing your audience seems obvious. However, defining your audience subsets in different ways will help to organise and prioritise your CRO activities. This analysis will also help you to identify the messages and value propositions that really influence your target audience – helping you to sort through those messages with impact vs those your audience would expect from you as a minimum service level.
Risk. Defining your audience types against their doubts helps to clarify challenges they may encounter. If you are in an emerging sector, there could be doubts in relation to the market as a whole. If you operate within a competitive and saturated sector, those doubts will relate to your business in particular.
Emotional triggers and trust. What will get each of your audience subsets “engaged” and attracted to your product and brand? Trust triggers can differ per demographic and so it is important to define whether they are the same for everyone or whether they should be refined.
Knowledge. If your audience is educated and if they know your product really well, then generic industry messages will provide low engagement levels. If you have a split between the two, then you need to determine the needs of each group.
Read the full 17-page report on the Ingenuity Digital website.
