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CRO and Inbound

Can CRO and Inbound Work Together?

Emilio Garcia
October 11, 2018

One of the worst situations for any marketer is getting stuck during a strategy. Let’s say, you’ve mapped out an overall conversion rate of 35% through all your digital platforms along the year. At the end of this period, your numbers show that this rate consistently decreased, from 32% by January to 17% by December.

After such failure, you need to redirect your plan. The best way to do it is through the proper development of a CRO and Inbound Marketing joint strategy designed for detecting the problems to bring a solution, as follows.

Defining your goals

What is the type of action you should be guiding your users to do? Let’s list some important ones:

-Convert 20% more of your blog readers to customers.

-Increase your sales on your eCommerce by 30%.

-Increase your social media followers by 45%.

-Increase the average time spent on your digital platforms by 2 minutes.

After you have decided what your goals are, there are 3 logical steps to follow.

1. Identify problems and obstacles

What are the main factors preventing your brand from increasing conversions? If you want to increase your sales on your eCommerce platform, for example, you must run a website audit. After that, most likely you will find some problems like these:

Your website upload speed is too slow

If users cannot see your content after three or four seconds, they will leave your platform looking for a better option. That is a harsh fact, so you need to fix it as soon as possible.

Solution: get rid of unnecessary JavaScript codes and optimize every image included on your web. Some free tools, like Kraken, will let you do it without losing any quality.

Some of your content is unappealing to the audience, thus increasing the bounce rate month by month

Let’s say, in January your blog attracted 150,000 visitors per day. Then, 45,000 of those users left your platform after checking out the main page, without clicking on any other content, resulting in a 30% bounce rate. By June, this rate had increased to 40%.

Solution: to stop this dangerous situation, pay attention to these factors:

-Optimize the headlines: a powerful blog post title means the difference between clicking on your content and leaving your web within minutes. In addition to the right keywords, you need an intriguing line. So don’t hesitate about asking questions to your audience or even shocking them a little bit whenever you can. Of course, those headlines will be backed up by your high-quality content.

-Optimize your website structure: does it display enough categories and sub-categories? What about the typography? All these elements should be in perfect context with your content.

Your client support system is inadequate

Once a lead makes contact with your brand, they need to get as much support as possible through every digital channel available, from social media to your official website. If any of them asks a question on your eCommerce and gets no answer within a reasonable period, they surely leave and you will lose a client.

Solution: besides answering questions through email, your eCommerce and other digital platforms, make use of automation technology, like chatbots. This kind of instant messaging should be part of any Inbound Marketing strategy, as it handles basic customer care duties efficiently.

2. Create content based on your Buyer Personas

A great CRO and Inbound Marketing strategy prioritizes the audience’s needs through a deep understanding of its behavior, habits, and expectations. This creates the perfect environment to increase the conversion rates you have been looking for.

That is why you must design your Buyer Personas in order to produce the right content for every different group of leads. Each one of them must include these traits and/or more, depending on the product:

-Age

-Gender

-Income bracket

-Skills

-Current projects they are working on

-Internet habits and preferences

After building these personas, the content creation process will be a lot easier. Every piece of information created for your eCommerce, blog, official website and social media, must be targeted to your different Buyer Personas to increase the conversion rate on each one of those platforms.

3. Monitor results on a regular basis

Finally, after identifying problems, fixing them and optimizing your content, you will be measuring results from time to time, expecting wholesome levels of conversions after all this hard work. Remember to keep track of every factor, to make any possible adjustment along the way.

The development of a CRO and Inbound Marketing plan should include these points. After your customers’ needs are satisfied, the ultimate outcome will be a higher conversion rate and a stronger bond of each one of them with your brand.

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