Focus on the visitor segments most likely to take the action you want them to take, and develop a specific content strategy accordingly.
The concept is to improve the efficiency of a website, its acquisition channels and optimize the sales process, based on the target audience and performance indicators.
Boost profits and cut expenses... Does this sound like a dream come true?
The whole point of implementing a CRO (Conversion Rate Optimization) strategy is to optimize the conversion rate. A CRO strategy aims to increase the conversion rate of your target groups and end users, i.e. the percentage of visitors who carry out a desired action (purchase, registration, download, etc.).
This strategic approach is possible thanks to a detailed understanding of: their online behavior and purchasing habits, their challenges and drawbacks, their needs and expectations, their preferences and selection criteria:
A conversion strategy that can be 100% successful, provided you integrate all these elements into your strategy and closely monitor conversion KPI results to adjust your CRO strategy if necessary
YOUR WEBSITE
What are the interests and expected benefits for your business in opting for a conversion rate optimization strategy?
The challenge of conversion rate optimization is to understand your visitors, users and customers, meet their expectations and provide them with what they are looking for.
In this context, CRO provides a solution that is based on three pillars: customer segmentation, content and UX/UI.
Focus on the visitor segments most likely to take the action you want them to take, and develop a specific content strategy accordingly.
Select a style of writing, use vocabulary and adopt a tone that convey emotions to your users, in order to generate interest and ultimately to win them over.
Create a user-friendly interface and design adapted to the profiles and expectations of your target customer segments, to make the user experience a pleasant one.
We perform a technical audit to verify that there are no errors and we analyze the behavior of visitors.
We analyze problem pages in depth, testing them to determine where the roadblocks to conversion might be.
We profile your current and target customers to better understand their behavior, expectations and interests.
A drop or lack of conversion can sometimes be linked to an unexpected technical problem at any stage of the sales funnel. This iw why we check your pages for errors, broken links, download problems and more.
We then focus on visitors’ interactions with your website:
It's essential to understand how users interact with your site, and what their pain points are. An in-depth analysis of this data enables us to identify problem pages and stages in your conversion funnel.
Once we have a good understanding of your user behavior, we identify the fact-based roadblocks that prevent visitors from converting. This could be due to a complicated buying process, a lack of trust, a poor user experience, etc.
A simple way to do this is to ask your users directly, and to consult FAQs, Google reviews and forums, to understand their points of frustration, which are preventing or slowing down conversion.
When we create a website, we test it to make sure it's user-friendly and enjoyable.
Although you may be certain of what you want, there can sometimes be a significant gap between your values and aspirations, and the reality of your current brand values, positioning, and current clientele.
During this stage, we take a close look at the profiles and personas of:
Does your website attract the target you really want to reach?
The challenge is to understand the areas for improvement that will enable you to convert the customers you want. Consider the tone of voice you use, the design, SEO, SEA, and so on - these are all factors that can be leveraged to achieve your goals.
Combined with an understanding of the user journey, this customer segmentation will enable us to develop a personalized and effective conversion rate strategy.
Based on our previous analyses, we will propose hypotheses about how to improve the conversion rate.
That is to say, "If (the change), then (the expected impact), because/since (the justification)".
For example: "If we display the number of products still available in red, then this will encourage the visitor to buy them immediately, because they'll think it's a good product and they might miss out."
We often seek to simplify the purchasing process, reassure visitors or attract their attention to increase the conversion rate. We do this through:
To validate our hypotheses, we carry out A/B tests. This involves creating two versions of the same page (A and B), usually, it is the landing page, that we test. This difference can be in color, text, placement, title, etc.
It's essential to modify only one element at a time (CTA, color, button placement, text...), otherwise it's impossible to know which modification was more beneficial. We can then determine which version converts best and continue optimizing further in the next test.
It's important to remember that every website and every audience is unique: what works for one site may not work for another. We recommend always relying on data and A/B testing to make decisions on a conversion rate optimization strategy, rather than assumptions or "best practices" in general.
The key stages to creating an effective digital marketing strategy
Once the A/B test has been completed, we analyze the results to check if our hypothesis was correct and measure its impact. If our hypothesis is correct, then we implement the necessary changes across the website. If not, we readjust the hypothesis and test it again.
Eminence uses inherent tracking technology tools to collect information about user behavior on your website and across your media ecosystem.
Our analysts then process this data to better understand behaviors, identify the most relevant consumer journeys and build a solid base of information, thus providing a robust database for the implementation of all types of CRO strategies.
We are committed to working with our customers to provide them with the best possible advice, based on their needs, resources and objectives, at every stage of our collaboration.
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