CRO (Conversion Rate Optimization) is a strong marketing strategy that helps companies understand the barriers that lead to a decline in their physical and digital sales. However, to this day, many small and medium business owners still do not know about its application and fail to take advantage of a valuable tool to boost their profits. In a constantly competitive market, however, understanding and exploring 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 work, especially within the scope of B2C sales, helping to better understand what may be impacting sales conversion and, from there, establishing corrective actions to improve this return.
Numerous entrepreneurs do not understand why their websites or stores receive a large number of visitors but fail to sell at least 2% of this audience – a figure commonly used as a benchmark in most businesses – and in this regard, CRO can present itself as a strategic solution for increasing the company's revenue. And there are no shortages of global case examples that have already achieved huge results with this.
One of the most famous that fits perfectly into this theme involves one of the most famous video games that most of the X and Z generations had access to in childhood: The Sims. In a campaign focused on the third title of the franchise, a change made within the game's page, emphasizing the attractive offer point, increased the number of sign-ups in their user base by 128%. What change did they make? Just a visual adjustment that highlighted the fact that the game is free.
Within marketing, another HotJar project also reinforces these benefits. The technology company, at the time, decided to implement a single simple pop-up in which visitors received an educational material (e-book) in exchange for their name and email, without extra fields or complications. Within your interesting strategy, theinsightIt was the following: the pop-up only appeared for visitors who opened the page for the first time and were about to leave. The secret? Avoid any feeling of pressure or coercion on users who are 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 a free 30-day access to Hotjar's premium product. Results? Estimated average of 70 new leads per month from this action alone, in addition to a conversion rate of 3.05% (using the market average of 2% as a reference for a good conversion rate), which demonstrates a significant increase effect resulting solely from this planned insertion.
These examples demonstrate the power that the CRO process has for achieving better sales results, making it almost impossible to ignore this type of analysis, which can be performed periodically so that increasingly moreleads they ended up converting and really becoming clients of the company. This is an essential procedure for continuous growth for all companies that wish to stand out amidst such intense competition in their segment.
