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Conversion Rate Optimization (CRO) 

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Imagine you are trying to sell your client on SEO, but he is diffident. The first question that comes into mind is how do we know the traffic which SEO drives in, is the right kind of traffic? It simply means how the traffic will turn into business? No client will give you high five for more traffic, but they want to see a marketing technique that is directly tied to revenue.

Conversion rate optimization (CRO) is the right answer for all these questions.

CRO does not replace SEO, but it gives a concrete shape to the efforts of SEO.

SEO focuses on generating traffic, while CRO turns that traffic into sales or conversion. It is a scientific, methodical and straightforward process.

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Definition

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A conversion means a visitor completes a website’s goal by converting from a visitor to a buyer.

The primary objective that is macro-conversion is for the user to make a purchase, complete a form, download an offer or other kind of desired action.

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Conversion Analytics

In conversion analysis process, it is important to look at the data and analysis all those figures to understand what are the key factors to make it a successful CRO. It also helps to define customer stage conversion events that you want to track and analyze to understand the reasons behind both converted and those who didn’t convert. The analysis will give you necessary tools and insight to create the best action plan to improve the process.

We use a trail conversion event and with proper comparison of activities of both converted and non-converted accounts across individual trial period. We also create a conversion analysis chart within a defined time frame for conversion events. It indicates a successful conversion or non-conversion and then selects a proper analysis.

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Conversion Methodology

Conversion methodology is as important as conversion analysis. We have created an effective conversion process that works with data. We optimize the process in a way that increases the chance of a visitor to perform an desired action for a successful conversion. We focus on

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• UX (user experience on your website)

• Understanding your current traffic

• Researching your market and competitors

• Identifying unused opportunities

• Deciding what to change

• Designing new pages to test

• A/B testing on the new pages

• Call To Action (CTA)

• Any other needed improvements

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Conversion Tools

We use different conversion tools to gather and decode all important data. These tools (ex. google analytics, search console, hotjar) play a pivotal role in “fact finding” as a research in CRO. These tools are essential to find out key points such as:

• Visitor’s behavior on the website

• How users react on online offerings

• Loading speed of the website

• How effective the responsiveness of the website on all devices

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Quantitative Analysis

Quantitative analysis of a website is valuable, if we have to deal with a large website with diverse content.

Our quantitative analysis emphasizes on users’ interaction and assesses their behavior.

The method is focused on people, so it is more subjective because it cannot be possible to optimize for all users.

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We gather data principally in three ways:

• On-site surveys

• User testing

• Satisfaction surveys

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Quantitative analysis helps to optimize for conversion by finding some key questions such as:

• Why users are engaged in the website? What products appealed to them?

• How users interpret the offers? Is any specialized features or products that appeal to them?

• What words users use to depict the products, services and grievances they address?

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Of course, there are certain things that raw data cannot predict it accurately. However, when we combine this information with our analytical data, we will find valuable insight that will help us to optimize and engage the target audience.

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A/B Testing

We have a comprehensive A/B testing framework to start running tests:

• We collect data and our analytics provide insight into where and which pages require more optimization. It helps to start with high traffic areas of the website, allowing us to gather data faster.

• Our conversion objectives are the metrics that we are using to evaluate whether or not the variation is more successful than the original version. Our objectives can be anything from clicking a button or link to buy or signups.

• We use A/B testing software to make the necessary changes in the website.

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Heat Maps

A website heatmap is a visual representation of how visitors interact with each element on your website. It shows which sections get more clicks and hold your visitor's attention. It adds new value to the website analysis and helps to build a stronger business market based on visualization of users’ behavior.

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Website Session Recording 

Also known as session replays, user recordings, and user/visitor replay tools, session recordings are used to gain a real understanding of how users interact with a website, which then helps fix issues, optimize UX, and ultimately improve conversion rate

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PPC in Conversion Rate Optimization

Conversion rate optimization is very significant in PPC management. It helps to determine how to  get more conversion as well as the cost/conversion across each segment.

By conversion rate optimization, we determine the click-through rate and determine how to improve the quality score of keywords, copy of ads, extensions & sitelinks to improve overall conversions. It is highly beneficial for high budget PPC campaign where our clients can achieve significant savings.

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Facebook Social Media Marketing

Our conversion rate optimization specially emphasizes on generating leads with non-paid content in social media such Facebook, Twitter, Instagram etc. We stress on social ads that inspire clicks and conversions. We distribute high-value content for the target audience and optimise it for lead generation.

We also work on Facebook pixel conversion tracking, optimization and remarketing and use the new pixel with standards events.

Our conversion tools track across various platforms such as mobile phones, tablets and desktop computers.

We focus on target audience and show the ads only to the audience who are likely to convert into buyers. We track the potential buyer and remarket people on Facebook. The Facebook pixel conversion tool to find new customers by creating lookalike audience of already visited visitors.