CRO is a hot term among the marketers and you can hear them out talking about tons of data which may or may not have any direct relation to a specific campaign, they analyze to arrive at the conclusion why their campaign didn’t work or what they are doing wrong. But is CRO strategy all about analyzing large pile of data to arrive at this conclusion?
The answer is a Big NO. The marketers should focus more on analyzing the traffic that interacts with the landing page and specific actions they take on it. If the traffic is bouncing off from the page without taking any significant action and checking other pages then that traffic is not your target to work further as they don’t have any intention to stay on your page.
Generally, many marketers focus on tricking the user to take action and force them to take it by providing a bait or irresistible lead magnet.
Analyzing the buyer journey and heatmaps can help in ironing out the areas that need further improvement. While creating any CRO strategy the focus should be on achieving the results in a sustainable manner in medium to long term and should avoid cheap tactics to gain leads as it may backfire in the long run and can dilute the trustworthiness of the brand.
Here in this article, we will discuss 3 ways we can simplify our CRO strategy:
1) Focus on Single Goal
We often see landing pages that have multiple forms and redirects to other action pages distracting the user from the actual action and exiting from the landing page. The designers should focus on a single action on any given page, creating a clear set of actions in the mind of users they would take on the website. Multiple forms on a page can add to the visual load on the user’s mind and may decline any action on the page and exit.
2) Eliminating distractions on the page
Imagine creating an ad with the keyword “best sports shoes” and the user clicks on it and lands on the page. He sees his favorite shoes then suddenly a pop up appears out of nowhere forcing him to signup for the latest discounts and then if he closes the popup, he encounters a chatbot again forcing him to take action. This is now largely a trend on many of the website but advertisers and clients fail to realize that it may be hampering the user experience and may not be adding to any value for the user. The designer should focus on simplifying the landing page and provide relevant information about what the user demands.
3) Reducing Clutter and shortening the steps to checkout
Adding multiple layers to checkout can not only increase the average time for checkout on your site but can also lead to more abandoned carts on your website. With the ever falling attention span of the user, we need to provide him a solution so that he can take the desired action quickly. In the after-purchase stage, we can retarget him for some other actions.
For Example: While buying a mattress online I was offered a discount and applied it and in between no unnecessary steps were there forcing me to take other actions. After the checkout was complete, I was Emailed a list of add-ons that can enhance the life of my mattress or pillows or accessories complementary to the product. The checkout process should also avoid the necessary need to create an account and have a step checkout process where after selecting the product the user can check out by just entering the shipping details(if not account user) and payment method that delivers a one-step experience.