CRO (Conversion Rate Optimization) is a strong marketing strategy that helps companies understand the blockages that lead to the fall of their physical and digital sales. However, to this day, many entrepreneurs of small and medium businesses are still unaware of its application and no longer enjoy a valuable tool to leverage their profits. Faced with a market in constant competitiveness, however, understanding and exploring this service is an important differential to enhance operations and ensure sustainable and prosperous growth.
This conversion rate optimization, translated into Portuguese, is a powerful work, especially within the B2C sales scope, helping to better understand what may be impacting sales conversion and, from there, in the establishment of reversible actions that improve this return.
Many entrepreneurs do not understand why their websites or stores receive a large amount of visitors, but they can not sell the equivalent of at least 2% of this public value commonly taken as a basis in most of the business & in this idea, CRO can present itself as a strategic solution to increase in revenue of the company.And there are no shortage of examples of worldwide cases that have already achieved huge results with this.
One of the most famous that fits perfectly in this theme, involves one of the most famous video games that most of the generations X and Z have access to in childhood: the Sims. In an action focused on the third title of the franchise, a change made within the game page, emphasizing the point of attractive offer, increased in 128% the number of registrations in their user bases. But what change did they make? Just a visual adjustment that gave a greater prominence to 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 the name and email, without extra fields or complications. Within its interesting strategy, the insight it was this: the pop-up only appeared to visitors who first opened the page and who were about to leave. The secret? Avoid any sense of pressure or coercion to users still in the search phase.
In addition, there was an incentive beyond the content: who filled out the form received not only the e-book, but also a free 30-day access to the premium product of Hotjar. Results? Estimated monthly average of 70 new leads only with this action, in addition to a conversion rate of 3,05% (using, as a reference, the market average for a good conversion rate of 2%), which demonstrates a great effect of increase resulting only from this planned insertion.
These examples demonstrate the power that the CRO process has to achieve better sales results, which makes it almost impossible to leave aside this type of analysis that can be performed periodically so that more and more sales leads end up converting and really becoming customers of the company. This is an essential procedure for continuous growth for all companies that want to stand out amid such competitiveness in its segment.
