I have been at Launch Digital Marketing for two and a half months. It has been a great experience so far in a number of different ways, and one thing I’ve greatly appreciated is the emphasis on learning and collaboration. This is an essential part of Launch. Whether it’s in the day-to-day conversations, the weekly team meetings, or monthly training meetings, we are constantly encouraged to learn and ask questions. This allows us to develop not only in our specialized disciplines, but also in understanding our roles within the bigger picture of the company’s strategic goals and this competitive industry.
Learning Basic CRO Strategies:
One of our company’s strategies is referred to in the field of online marketing as CRO, which stands for Conversion Rate Optimization. This was a new concept for me when I started with Launch but has now become an important part of what I do everyday. Simply put, CRO is about analyzing what works and what doesn’t in designing each individual part of a user experience. The conversion rate refers to the amount of visitors that turn into new leads or customers. It is often surprising how dramatically conversion rates can vary based off of a small design change. As you might expect, these changes are often highly contextual and it’s hard to develop any absolute set of universal best practices. That being said, there are still some helpful hints out there to take note of.
Perform Split Testing (A/B Testing):
The primary way to gauge how well a design is optimized for conversion goals is to run A/B testing. This process involves using a tool that will randomly direct a sample of users between an old design (the control) and a new design (the treatment). Based on the users’ behavior, you can gather solid data on the relevant metrics you are concerned with (whether that’s bounce rate, the number of clicks on a button, or form submissions). If conducted properly, these experiments can lead to helpful insights in making various design decisions.
Removing Distractions and Leading the Eye:
Fundamental to great design is the creation of hierarchy. This means that all of your aesthetic decisions need to be informed by levels of importance. This allows you to decided what to include, what not to include, how much visual weight to put where, and it enables you to direct the viewer’s attention to the most important parts of a page. For instance, if you are creating a slider graphic for a vehicle special, a best practice would be to have an image of a car facing the “view inventory” button in order to direct the viewer’s eye toward the important call-to-action.
Use CTAs Effectively:
Using call-to-action buttons can have a great influence on conversions. Using the proper wording, colors, sizing, and placement within a composition are all important factors. For example, a button that says “Start My Trial” vs. one that says “Start Your Trial” can yield very different results.
Use Photos of People:
Studies have shown that using a photo of a person can double conversion rates when used appropriately. Here at Launch, we are realizing the potential of CRO tactics and testing to produce above-and-beyond results for our clients.