CRO (Conversion Rate Optimization) is a strong marketing strategy that helps companies understand the obstacles that lead to a decline in their physical and digital sales. However, to this day, many small and medium-sized business owners are still unaware of its application and fail to leverage a valuable tool to boost their profits. In a constantly competitive market, understanding and utilizing this service is an important differentiator to enhance operations and ensure sustainable and prosperous growth.
This conversion rate optimization, translated into Portuguese, is a powerful effort, especially within the B2C sales scope, aiding in better understanding what may be impacting sales conversion and, from there, establishing corrective actions to improve this return.
Many business owners do not understand why their websites or stores receive a large number of visitors but fail to sell to at least 2% of this audience—a value commonly taken as a benchmark in most businesses—and in this context, CRO can present itself as a strategic solution to increase company revenue. And there are no shortage of global case studies that have achieved enormous results with this.
One of the most famous examples that perfectly fits this theme involves one of the most famous video games that much of Generations X and Z had access to in their childhood: The Sims. In an action focused on the third installment of the franchise, a change made within the game’s page, emphasizing the attractive offer point, increased user base sign-ups by 128%. But what change did they make? Just a visual adjustment that highlighted the fact that the game was free.
Within marketing, another HotJar project also reinforces these benefits. The technology company at the time decided to implement a single simple pop-up where visitors received educational material (an e-book) in exchange for their name and email, with no extra fields or complications. Within their interesting strategy, the insight was as follows: the pop-up only appeared to visitors who opened the page for the first time and were about to leave. The secret? Avoiding any sense of pressure or coercion on users still in the research phase.
Additionally, there was an incentive beyond the content: those who filled out the form received not only the e-book but also 30 days of free access to Hotjar’s premium product. Results? An estimated monthly average of 70 new leads just from this action, plus a conversion rate of 3.05% (using the market average for a good conversion rate of 2% as a reference), demonstrating a significant increase effect stemming solely from this planned insertion.
These examples demonstrate the power that the CRO process holds for achieving better sales results, making it almost impossible to overlook this type of analysis, which can be executed periodically to increasingly ensure that leads end up converting and truly becoming company customers. This is an essential procedure for continuous growth for all companies that wish to stand out amid such competitiveness in their segment.
