If you want your marketing efforts to get reflected in your revenue, take a look at these 12 ways Conversion Rate Optimization can turn traffic into leads and sales.
7. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
CRO turns that traffic
into leads and sales.
8. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Conversion Rate
Optimization (CRO) is the
art and science of getting
people to act once they
arrive on your website.”
Source: SiteTuners CEO, Tim Ash
9. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Everything you do with
your marketing and
website affects CRO.
13. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
1. Persona research.
14. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
A “persona” is a fictitious
profile of a potential
visitor to your website, or
potential customer of
your services.
15. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
These affect web design,
content creation,
keywords for SEO.
16. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
2. User journey
scenarios.
17. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Fueled by persona
research data, you must
be able to answer UX
questions like:
18. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
• What will the targeted
“persona” do on the website?
• What information are they
looking for?
• What’s most clickable?
19. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Customer journey mapping
helps you understand your
customer better and it
allows you to design
accordingly.
25. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
You don’t have to base
potential updates and
redesigns entirely on
survey results.
26. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
This extra viewpoint
influences experiments
for collecting hard data.
27. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
5. Demographic and
psychographic analysis &
targeting.
28. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Demographics explain
‘who’ your buyer is, while
psychographics explain
‘why’ they buy.”
Source: Maggie Hibma, HubSpot
29. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Ways to collect
psychographic data…
30. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
• Marketing data analysis
• Sales and support teams
• Surveys
• Social Media
• Focus Groups
44. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
“Your website should be
so simple, a drunk person
could use it.”
Source: Richard Littauer, TheUserIsDrunk.com
45. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
10. Usability testing.
46. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Usability Testing
≠
User Testing
47. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Usability experts run
tests on your website.
48. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
Testing expectancy,
closed cart sort, brand
perception, etc.
49. Digital marketing for tech
companies.
@joshsteimle
@joshsteimle
11. Eye-tracking and heat
map analysis.