What is Conversion Rate Optimization (CRO)?

This is the process of increasing the percentage of website and content traffic that converts to leads by encouraging specific engagement. The goal of this strategy is to increase the number of high-quality leads in your sales pipeline and boost overall sales. Utilizing marketing tactics, as well as lead generation software, can help your team successfully implement CRO into the business strategy.

Starting at the beginning, it’s important to understand what a conversion rate is and how to measure successful conversions. This happens when a website or social media traffic completes a desired action, like filling out a web form or signing up for a newsletter. Generating leads through conversions allows your team to connect with high-quality prospects who may benefit from your services.

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It’s important to understand how to measure good conversion rates, and this will be specific to your industry, as well as based on company goals. Keeping up with competitors and staying in the know about market trends can help determine an ideal rate for your team. 

There is a simple equation for determining your conversion rate: divide conversions by overall visitors and multiply by one hundred for a percentage. As long as your team has a definition for what is considered to be a successful conversion, you will be able to set metrics and track your progress. This also allows your marketing department to collect data on what drives prospects to engage with your content.

This information will be crucial when determining areas in need of improvement on your website and social media channels. There are many areas for conversions to happen, including your homepage, landing pages, and contact forms. By diving deeper into which sections are attracting engagement, your team can understand what acts as a trigger point for prospects.

Jumping into optimization will entail improving your website and content to encourage high engagement. By enticing your target audience to interact with your site, you should be able to boost overall sales through lead generation and nurturing practices. Creating a CRO can also help increase your marketing return on investment (ROI), as your team will begin to see higher-quality leads get passed to the sales pipeline.

The Importance of a Personalized CRO

Finding ways to engage your ideal target audience will be unique to your company. Measuring success is important for tailoring and refining your marketing strategy. Ideally, your team will be focused on capturing high quality leads that fit your ideal client profile and are most likely to make a purchase.

Your marketing department spends a lot of time and resources generating leads to hand off to the sales team. However, if a prospect doesn’t benefit from the solution your company provides, or if they’re not ready to buy anything, the sales team is unable to close the deal. Figuring out which leads are the best fit for your products and services will help ensure the right information is being passed between departments.

Using customer data like demographics, previous purchase history, and engagement can help your team identify audience segments, as well as provide relevant content to help nurture relationships. This type of marketing can also help provide a positive customer experience as clients are introduced to your product and features with content that is relevant to their needs. Utilizing a marketing strategy like this will also help with the hand-off to sales, and ensure that your salespeople are reaching out at the correct time.

A personalized CRO will also set your company apart from competitors within the industry. B2B sales can be a tough field, especially if your team is working within a niche vertical, and it’s important to establish yourself as a key player. Using CRO can help your marketing and sales departments reach the right prospects within the industry while highlighting the ways your product is better than the competition. 

Using Data Analytics and Lead Qualification

Our digital landscape provides companies with the ability to gain deeper insight into customer motivations. Gathering and using data helps your team understand why customers use your services and allows you to identify new target audiences. This information also makes it easy to fill out customer profiles to qualify and score leads before passing them to your sales team.

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However, data collection can take up a lot of resources and manpower. If your team is trying to do data analytics by hand, there is huge room for error, as well as time wasted on repetitive tasks. Utilizing software that integrates with your tech stack is crucial for automating and streamlining the data usage process.

Lead generation software, like Leadboxer, uses information such as website engagement and conversion activities to qualify leads. This platform can also capture data to complete client profiles within your CRM, which helps your sales team reach out to the correct contacts. By analyzing data for your team, Leadboxer can determine the quality of leads captured, which helps place them within the sales life cycle. 

CRO Best Practices and Current Trends

Marketing strategies are constantly changing, and as technology continues to evolve, it’s important to understand industry trends. Social media has been a game changer for many companies, especially those who focus on cultivating their niche and push for high engagement rates. Keeping up with these developments and determining what channels are successful for your team will help direct marketing efforts to the right areas.

Staying ahead of the curve allows your company to maintain a competitive edge. This means adopting new and innovative lead generation tactics, as long as they are relevant within your market. Being adaptable and embracing new strategies can set your company apart from other B2B competitors.

Embracing technology and data analytics will help alleviate manual resources spent on lead qualifying. Using software that integrates with your tech stack is a great way to streamline this implementation. Gathering data can also keep your CRM up-to-date, so your team will be working off the most recent information when reaching out to prospects.

As artificial intelligence (AI) continues to rapidly advance, companies can get ahead of competitors by adding it to their marketing and sales strategies. AI doesn’t need to replace any current employees or processes but rather supplement efforts to help create a more efficient sales cycle. These tools can optimize the lead generation process through accurate data analysis and quick automation.

The Importance of Providing an Excellent Customer Experience

A fairly easy mistake to make is assuming that the customer experience begins with the first sales interaction when in reality, it starts much earlier than that. Prospects typically begin their search for workplace solutions through a quick internet search. 

This means they are interacting with your company before your sales team knows a lead is on the search for a product. This is why your marketing team needs to develop a strong website, as well as social media channels, that provide a positive user experience from the first engagement.

Providing an easy navigation for your website is a great place to start, and it can help with your overall CRO. Home and landing pages with calls-to-action can encourage prospects to enter their information, which can then be funneled into your CRM for further engagement from the marketing and sales teams. It’s important to develop content that makes users want to provide this data while also educating the lead on your products. 

Using tactics like providing a downloadable guide or webinars is a great way to engage visitors while still providing valuable information to these prospects. Pairing this with lead generation software, your team will be able to identify what content triggers engagement, as well as score the leads who are interacting with your site. By showcasing the value of your services within the first interaction, your team can kick off a positive customer experience, which can be nurtured into a successful sales relationship.