Conversion rate optimization (CRO) is the most important emerging marketing discipline around, yet shockingly few marketers use it. Here’s what it takes to join them.
If you’re a marketing professional and know what “conversion rate optimization” is, chances are you think it’s important… and that you’re not doing it. In fact, in the recent 2014 Kampyle Conversion Rate Optimization Survey, over 80% of respondents reported that CRO has become more important over the past three years (14% thought it stayed the same and 9% did not know.)
But here’s the catch: Everyone knows that CRO is the most important up-and-coming marketing discipline around, but the percentage of marketers who actually do CRO is shockingly small. And the percentage of those who do it well is even smaller.
These counter-intuitive facts have a lot more to do with human nature than with strategic thought. Imagine a dieter who knows that weight loss depends on changing the way that he eats (this should not be hard!) Thinking about how great he will look, he signs up for the gym, fills his shopping cart with greens, and buys a new cookbook.
But then reality sets in: He tries a new recipe and can’t really figure out what it means to dice an onion or just what a sauté pan is, then heads to the gym and feels like a fool for not knowing how to adjust the machines. And on the fifth day, on the way home from work, he decides that all those hours at the gym have shown no results, and its ok to stop for a burger instead of going home to cook a healthful meal from scratch.
Like a fitness program, CRO is a way of life. It’s a long-term (maybe endless!) program of small improvements and ongoing efforts that, when done well, pays off big. It leads to satisfied customers, streamlined performance, lower costs and outstanding business results.
While we doubt that Conversion Rate Watchers will ever match Weight Watchers’ renown, some clear, understandable and easy-to-follow guidelines can vastly increase marketers’ success in adopting the CRO lifestyle.
In the next few blog posts, we’ll present some of greatest challenges to CRO implementation and share some of our favorite tips, tricks and approaches to help keep you on the optimization wagon.
To learn more, download the free Kampyle CRO Survey E-Book now!