Category : Landing Page Optimization

Conversion Rate Optimization Landing Page Optimization Testing & Optimization

How to calculate the ROI of your CRO program

CRO is an investment. Make sure it grows.

The objective of a conversion rate optimization (CRO) program is simple – to get more value out of your existing audience.

For any business that invests resources in getting people to their website, this should be a critical piece of the strategy. Search engine marketing, social media marketing, email marketing, blogging, SEO, and many other promotional efforts are intended to drive people to the same destination hub – your website.

Website is your destination hub

Because your website is the critical path for customer acquisition, a small increase in conversion rate has great scale, and therefore, great impact.

Unfortunately, I’ve noticed that when it comes to investing time in CRO versus other marketing expenditures, like putting more money into PPC, we tend to lack an objective way to evaluate the decision. This lack of objectivity leads us to justify CRO without a clear or compelling KPI to back it up, and can lead to under-investment.

Let’s solve that problem.

In this post, I’m going to review how digital advertisers evaluate and justify their media budgets, show you a way to similarly calculate your return on CRO, and review some reasons why a CRO program may not always provide you with a positive return.

Ready? Let’s go.

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Landing Page Optimization

Landing Page Optimization: The Immediate Benefits It Can Bring To Your Website

Landing Page Optimization

As a website owner, you must have tried your hand at building landing pages for various marketing activities or for specific online needs.  Landing pages offer tremendous control over what the visitors see on your website.  They provide better content relevance as compared to your website homepage. For instance, you advertise on a paid medium and give a link to your homepage in that ad. The visitors come to your homepage, do not find what they are looking for and bounce. But if you give a link to the landing page that has relevant information only about that topic, then the bounce rate will decrease and visitors might be enticed to move forward. 

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