Conversion Rate Optimization (CRO) is vital for maximizing the efficiency of your Landing Pages and optimizing your profitability.
After all, you don’t just want to attract traffic; you want that traffic to take meaningful action.
Whether you’re looking to increase your subscriber base, sell a product, or gather leads, this article is your guide to excellence in CRO for landing pages.
And guess what?
No need to pull your hair out, it’s much simpler than you think.
Let’s go! 🚀
Why CRO for Landing Pages is Essential
Landing pages are often the first point of contact between your business and a potential customer.
They need to be attractive, convincing, and, above all, focused on conversion.
An ideal landing page is like a good salesperson: it knows how to speak to the right customer, with the right tone, at the right time.
For that, there are plenty of copywriting and UI/UX tips to implement.
But then what? How to go further? Fix conversion issues? Optimize?
Thanks to CRO! Before reading the rest of this article, I recommend our article on CRO that will explain the basics of this discipline to you 😉.
Steps of a CRO Strategy
1. Analysis
Before correcting or optimizing anything, you must first analyze and identify what is wrong.
Identify the goal of each step of your sales funnel and analyze the results.
You can use a tool like Google Analytics for that.
Put the right trackers on your different steps and see if any step yields less favorable results than expected.
To know what constitutes a good or a bad result, you can rely on market averages or your previous results.
If you had an average conversion rate of 15% and this last month you dropped to 7%, then there’s probably something wrong.
2. Hypotheses
Now that you know which steps need improvement, it’s time to understand why they are not delivering the expected results.
For that, you will need to write a series of hypotheses that could explain why the results are bad, and how to improve them.
Avoid pulling them out of thin air 🎩, conduct research to really try to understand why it’s not working.
Use tools like heatmaps, screen recording, surveys, and interviews with your visitors.
You can use a tool like HeroPage for your heatmaps and screen recordings.
With a good analysis, you should be able to find relevant hypotheses.
Here’s an example:
The form completion rate is low.
- Research: I identified that users did not scroll down to the form. They stopped after the “perceived pain” section.
- Hypothesis: The page’s copywriting is not good enough, visitors do not relate to the problem.
- Test to conduct: Revise the section so that visitors relate more to the issue we’re solving.
Once your hypotheses are listed with potential solutions, it’s time to move on to the last step 😉.
3. Testing
You will now need to test your hypotheses.
You have already identified the modifications to be made, now just go ahead 😁!
But be careful, these are hypotheses, so they need to be tested and not just apply the solutions without testing them.
I recommend using A/B testing for your tests.
This way, you can easily validate or invalidate your hypotheses.
And then?
If your test is successful you keep it.
Otherwise, you rework your hypothesis 😉.
Conclusion
Your success with landing pages starts by implementing the practices mentioned.
It’s a continuous process where every adjustment counts.
Plan a schedule for performing your analyses and stick to it 😉.
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