Conversion Rate Optimization (CRO): this is not a phrase that’s thrown around often and it’s not yet a common marketing function like advertising or content marketing. Yet, just implementing a rudimentary form of it can increase your conversions manifold.
What is it then and why haven’t you been hearing about it often?
CRO is a set of techniques for increasing your website conversions, which may include sign-ups, registrations, orders, or any action your visitors take on your website. Usually, a lot of marketing effort goes into getting more website traffic, but conversion optimization is about increasing conversions from the traffic you already have. And this is among the reasons why it’s so underutilised, but extraordinarily valuable.
Conversion optimization tools are not as popular as support desks or Customer Relationship Management (CRM) tools because they aren’t business critical yet. They are, instead, seen as part of the marketing spend. According to this report by ConversionXL, more than 50% of respondents did not follow a conversion optimization process and even if they did, the process was never documented.
Lots of marketing teams already use heatmaps and A/B testing software, but most don’t make the best use of a fully-integrated conversion optimization suite. This is because the current suites in the market are rudimentary, leaving you to juggle multiple tools. As a result, you lose out on actionable insight that perhaps an all-in-one tool, armed with great insight, can help you derive.
Here at Freshworks, we have been using Freshmarketer, our CRO tool. Freshworks’ product teams use Freshmarketer regularly not only to increase conversion rates but also to make data-driven decisions instead of banking on assumptions. Most marketing teams analyze page views, clicks, sign-ups, bounce rates, etc. to track website performance.
However, these metrics do not provide any input on how performance can be improved. How, then, can you figure out why all of your visitors are not converting?
Freshmarketer shows how your visitors interact with your website with tools like heatmaps and session replay, and helps optimise web pages with A/B testing and split URL testing.
Here is a detailed look at how Freshworks uses Freshmarketer.
Understanding visitor engagement and behavior
Out marketing teams put in a lot of effort in bringing out effective and informative web pages to maximise conversions. However, it is difficult to know what exactly makes a web page work or which element maximizes conversions.
Heat maps give a better understanding of visitor behavior and it’s also easier to know if they have clicked the desired call-to-action. With dynamic heat maps in Freshmarketer, it is easy to track the visitor behavior of even moving elements on the website like sliders or drop-down tabs. Also, this is real-time tracking with no sampling of data.
Measuring conversions from each webpage
With every product website at Freshworks having multiple webpages like features, pricing, and other resources, and with each of these pages having more than three or four sign up forms, tracking and attributing conversions to each web page is difficult. Moreover, not all the visitors who start filling the form complete them.
With the form analysis feature, our marketing teams track conversions from each page. They also track the abandon rate and even the fields that visitors hesitate to fill. This help in optimizing the sign-up forms so that more visitors actually complete them. The funnel analysis also helps in understanding the customer journey and finding web pages from which our customers tend to drop off.
A/B testing on different design ideas to find out what works
The central design team at Freshworks has been using the Freshmarketer A/B testing tool to test and analyse design templates with the objective of seeing more conversions.
For decisions on whether or not a landing page should have a double call-to-action, or if a testimonial should be shown above or below the fold, A/B testing helps immensely. With Freshmarketer’s integrated heatmaps, there are heatmaps for every variation we create, and this helps teams make better decisions.
Providing a personalized experience to different target audience/visitor types
Personalized content that relates to each visitor personas/types drastically improves your conversion rates. But implementing it is a long-drawn process. It’s also time-consuming to create multiple webpages for all marketing campaigns that you run.
But we at Freshworks don’t have to do all that. Marketers can make minor changes to their web pages and set the target audience by themselves, without having to create multiple web pages. Of all the features of Freshmarketer that we love, this takes the cake.
Freshmarketer’s tools have become an integral part of our processes. And that is the key to better conversions and better marketing.
If you think of conversion optimization as a one-time fix, it will probably not give you the results you want. But if you are able to build CRO into your marketing proces—as we are trying to do—your ambitious marketing goals may not be out of reach at all.