At At Chooz Marketing we believe conversion rate optimization is one of the quickest ways to increase your company's customers/clients.
What is Conversion Rate Optimization?
Conversion Rate Optimization (CRO) is essential for your company's digital marketing success. CRO is the practice optimizing your campaigns, with extra focus on your business's web pages, so that you get maximum conversions. Whatever your company's conversion goal, whether it is purchases, form-fills, or phone calls, that is what we focus on with CRO. We increase conversions by testing and then using the test results to improve the user experience.
The difference between search engine optimization (SEO) and CRO is that with SEO, you are improving metrics for search engines such as Google. CRO enhances the experience for the actual people visiting your webpages.
How Do We Optimize Your Conversion Rate?
When users arrive on your web pages from Google Ads, Facebook, and organic traffic sources, it is essential to split test your pages. After we achieve statistical significance in the landing page tests, the data will reveal the top-performing landing pages. We use the best landing pages and delete the ones that didn't work. After we have identified the best pages, we continue testing and improving your pages.
Using Google Analytics and other third-party software, we can identify what kind of actions users are taking on your website. Tools, such as call tracking and heat mapping allow us to measure traffic, phone calls, and revenue. All of these tools enable us to increase the performance of your company's web pages.
This method of testing your landing pages focuses on isolating a single variable and creating A and B variants to compare those variables. It is essential to focus on a single variable that you think will make a difference in the testing. The benefit of single variable testing is that you have only isolated one variable. After achieving statistical significance, you can quickly identify and implement the most effective landing page.
This method of testing your landing pages focuses on isolating a single variable and creating A and B variants to compare those variables. It is essential to focus on a single variable that you think will make a difference in the testing. The benefit of single variable testing is that you have only isolated one variable. After achieving statistical significance, you can easily identify the best for your law firm's landing page.
Multi-variate testing is similar to A/B testing except with multiple variables. Rather than just one variable, you are adjusting numerous things on the page you are testing. In some instances, the change is so significant that it can be considered an entirely new landing page.
The home page is your company's digital storefront. It enables you to make an excellent first impression with new and returning customers/clients. Your home page should be simple to navigate, allowing the user to find supplemental pages on your site quickly. In addition to navigation, there are many other variables on your home page that we will optimize once start testing.
Landing pages are web pages where potential customers or clients "land" when they visit your company's website. We direct the user to a targeted page, rather than sending everybody to your home page. The copy on the target landing page will be consistent with the text of the Google/Facebook ad the user clicked. Always try to send a user to a landing page that reinforces the original message the potential customer saw.
Testing blog posts is more straight forward than testing other landing pages or your company's home page. We want to identify content topics that resonate with users and then create more topics centered around that topic. Furthermore, we will research keywords and competitor blog posts to determine the best performing posts in your company's business niche.
Your Law Firm Can't Ignore CRO
CRO is one of the most critical factors for your company's digital marketing success. If your firm is paying for PPC Ads or SEO, you want to make sure you are converting that traffic into customers/clients. You don't want to waste your company's marketing budget on unproductive webpages that don't convert. Chooz Marketing will help you get past "vanity" metrics and achieve results that impact your bottom line. Please feel free to contact us if you have any additional questions about conversion rate optimization and how it can benefit your company.