You’re Probably Worrying About The Wrong Thing – Part 2

Thanks for coming back to get Part 2

of this blog post on conversion rate Partners Email Address optimization (CRO). We left off talking about how, like all digital marketing efforts, to successfully increase your conversion rates you have to develop a plan. There are 4 main parts to a conversion plan:

Identify what your goals are for conversions

 

Partners Email Address
Develop a baseline
Setup a way to measure your results
Develop a testing procedure for improvement
Evaluate and improve
In this post, we’re going to look at each of these 4 components to a conversion rate optimization plan and talk about how to get started.

Goals
Before you start working on improving your conversions,

you have to know where you’re going. Goals for conversion typically focus on the final step in the buying process. Things like more contact us forms filled out,

or more product sales trough an online store. But what about businesses that have a more complex sell cycle. Businesses like auto dealerships or B2B companies. These business environments have customers that take an amount of time to make their decision. They educate themselves on the products, the companies, and even the solutions that they are committing to. In these scenarios, there are a number of conversions that have to happen before the customer is ready to fill out the contact us form or to put a product into a shopping cart and pay for it. And, if you’re not focusing on the conversion steps that have to take place before they commit to a purchase, they will just leave.

For complex sales, conversion goals will focus on getting the prospect to engage in the areas of the website that will answer the questions that they have before they make a decision. As an example, let’s say that you sell a widget on your website that solves a problem for manufacturers but you know that before anyone buys one of your widgets you have to educate them on how the widget works, the savings that they will get when they install your widget, and what size widget will be right for them.

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