Let’s say you’ve mapped out an overall conversion rate through all your digital platforms along the year. At the end of it, your numbers show that this rate consistently decreased, from 32% in January to 17% by December.
After such a decline, you need to come up with a plan. The best way to do it is through the proper development of a CRO and Inbound Marketing joint strategy designed to detect the problems and bring a solution, as follows.
What is the type of action you should be guiding your users to do? Let’s list some important ones:
After you have decided what your goals are, there are 3 logical steps to follow.
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:
If users cannot see your content after three or four seconds, they will leave your site 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.
Let’s say, in January, your blog attracted 150,000 visitors per day. Then, 45,000 of those users left your website 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:
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 and receives no answer within a reasonable period, they surely leave, and you will lose a client.
Solution: besides answering questions through email, your website, and other digital platforms, making use of automation technology, like chatbots. This kind of tactics should be part of any Inbound Marketing strategy, as it handles basic customer care duties efficiently.
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 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:
After building these personas, the content creation process will be a lot easier. Every piece of information created for your website, blog, and social media channels, must be targeted to your different buyer personas to increase the conversion rate on each one of those platforms.
Finally, after identifying problems, fixing them, and optimizing your content, you will measure results from time to time, expecting new 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.
These Stories on Marketing
141 Traction St
Greenville, SC 29611
Call us: +1 (864) 770-4257
Copyright © 2020 Boundify Ltd. Co. All Rights Reserved | Privacy Policy
No Comments Yet
Let us know what you think