This document discusses conversion rate optimization (CRO) strategies for websites. It explains that CRO aims to increase the percentage of website visitors that convert into customers. The document outlines various CRO techniques including calculating conversion rates, testing headlines, benefits, offers, and lead generation. It also discusses analyzing conversion funnel stages, conversion architecture, and testing elements like images, look and feel, and page load times to improve conversion rates. The conclusion emphasizes that CRO requires broad testing of website elements and content combinations to identify what drives the most sales and conversions.

1. GETTING STARTED
WITH CONVERSION
RATE OPTIMIZATION
(CRO)BY MICRACLE
7/1/2014

2. TABLE OF CONTENT
 INTRODUCTION
 CONVERSION RATE CALCULATION/ROI
 CONVERSION RATE BASIC STRATEGY
 LEAD STAGES AND POTENTIAL CONVERSION RATES AMONG SALES
AGENTS
 CURRENT METHODS USED FOR CR AND THEIR EXPECTED % RETURNS
 BIGGEST CHALLENGE FACING A/B TESTING AMONG SALES AGENTS
 A SURVEY ON ORGANIZATION’S CONVERSION RATE EXPERIENCE FOR
ORGANIC TRAFFIC
 CONVERSION ARCHITECTURE (THE CONSTANT CYCLE)
 CRO PURE VISIBILITY ANALYSIS
 CONVERSION COMPONENTS THAT SHOULD BE TESTED AND IMPROVED
TO BOOST YOUR CONVERSION RATES (PART 1)
 CONVERSION COMPONENTS THAT SHOULD BE TESTED AND IMPROVED
TO BOOST YOUR CONVERSION RATES (PART 1)
 OTHER IMPORTANT CONVERSION ELEMENTS TO TEST
 CONCLUSION
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3. INTRODUCTION
 In internet marketing and sales, Conversion rate optimization (CRO) is the method of creating an
experience for a website or landing page visitor with the goal of increasing the percentage of visitors
that convert into customers.
 It is also commonly referred to as CRO. Conversion optimization was born out of the need of lead
generation and ecommerce Internet marketers to improve their website's results. As competition grew
on the web during the early 2000s, Internet marketers and sales representatives had to become more
measurable with their marketing and sales tactics. They began experimenting with website design
and content variations to determine which layouts, copy text, offers and images will improve their
conversion rate.
 Many Internet marketers see Conversion Rate Optimization as a process of increasing website leads
and sales without spending money on attracting more visitors by reducing their visitor "bounce rate".
Some test methods enable one to monitor which headlines, images and content that can help convert
more visitors into customers.
 There are several approaches to conversion optimization with two main schools of thought prevailing
in the last few years. One school is more focused on testing as an approach to discover the best way
to increase a website, a campaign or a landing page conversion rates. The other school is focused
more on the pretesting stage of the optimization process. In this second approach, the sales agent or
marketer will invest a considerable amount of time understanding the audience and then creating a
targeted message that appeals to that particular audience. Only then would it be willing to deploy
testing mechanisms to increase conversion rates.
 To a layman’s point of view, Your conversion rate is a measure of the number of potential
customers that go on to buy your products or services via your website. But how do we optimize our
conversion rate? What are the results? What are the funnel s/channels that works best?
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4. CONVERSION RATE CALCULATION/ROI
7/1/2014

5. CONVERSION RATE BASIC STRATEGY
7/1/2014

6. LEAD STAGES AND POTENTIAL CONVERSION
RATES AMONG SALES AGENTS
7/1/2014

7. CURRENT METHODS USED FOR CR AND THEIR
EXPECTED % RETURNS
7/1/2014

8. BIGGEST CHALLENGE FACING A/B TESTING
SALES AGENTS
SALES…
0
10
20
30
40
lack of
budget
Too
Complex
Cannot
Justify
ROI
Lacking
Best
Practises
Too many
Vendors
SALES AGENTS
SALES AGENTS
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9. A SURVEY ON ORGANIZATION’S CONVERSION
RATE EXPERIENCE FOR ORGANIC TRAFFIC
7/1/2014

10. CONVERSION ARCHITECTURE(THE CONSTANT
CYCLE)
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11. COS PURE VISIBILITY ANALYSIS
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12. CONVERSION COMPONENTS THAT SHOULD BE
TESTED AND IMPROVED TO BOOST YOUR
CONVERSION RATES (PART 1)
• Benefits• Lead
• Offer(s)• Headline
Web page offers the
biggest opportunity
for improvements in
conversion rate.
Use headlines that
clearly state that
your product offers
Since your offer is
the “call to action”
that asks your
visitors to act
(purchase, sign up,
opt-in), etc
List your benefits in
the order of your
product’s “value
hierarchy” to your
target market
Leads must be
written with strong
benefits that capture
your visitor’s
attention and make
them want to
continue reading
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13. CONVERSION COMPONENTS THAT SHOULD BE
TESTED AND IMPROVED TO BOOST YOUR
CONVERSION RATES (PART 2)
The images you use have a big impact on your conversion rates. People like
to read “captions” under your images almost as much as they read your
headlines. So, add powerful captions and make your images clickable to the
order/sign up page.
• Images
The number one reason the people indicated why they wouldn’t buy from a
website was because it had an unprofessional “look and feel” that lacked
credibility and did not “feel” trustworthy. Having a professional look, and trust
building logos (such as VeriSign and BBBOnline certifications) help convert
significantly more of your website’s qualified visitors into new customers
• Look & Feel
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14. OTHER IMPORTANT CONVERSION ELEMENTS TO
TEST
Hot conversion elements
Reduce your “bail out” rate by
optimizing your web pages to
download within 5 seconds
Add a Logo and a powerful
“Value Proposition” to the top
left
Instead of letting visitors click off
your landing page, put all your
information on one page (This
tactic alone increased the
conversions of a landing page
by 55%)
Add a phone Number and Call
to Action above the fold (top of
the page)
If you’re truly serious about
maximizing your results,
continuously test, track and
improve the important elements
of your web site, landing pages
(and your marketing materials).
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15. CONCLUSION
 If you are serious about improving the performance of
your website in order to gain more customers, Conversion
rate optimization is right for you. With conversion
optimization you can increase the return-on-investment
from your website by identifying the content and design
combinations that lead to the most sales or conversion.
You need a broad knowledge of what works in your
industry and what’s working in other industries too. Put
your experience into making your websites better. Find
out what really drives sales. Using website optimization
tools, you can make your website more persuasive by
testing the effectiveness of the various elements of your
page elements like headers, content, lay-outs, images
and forms.
7/1/2014