Conversion Rate Optimization (CRO) is a powerful marketing strategy that helps companies understand the barriers leading to a drop in their physical and digital sales. However, to this day, many small and medium business owners are still unaware of its application and fail to take advantage of a valuable tool to boost their profits. In a constantly competitive market, understanding and leveraging 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 B2C sales scope, assisting in better understanding what may be impacting sales conversion and, from there, implementing corrective actions to improve that return.
Countless business owners do not understand why their websites or stores receive a large number of visitors but cannot convert at least 2% of this audience – a value commonly taken as a benchmark in most businesses – and in this context, CRO can be a strategic solution for increasing company revenue. There is no shortage of global cases that have already achieved huge results with this approach.
One of the most famous examples that fits perfectly in this theme involves one of the most popular video games that many X and Z generations had access to in their childhood: The Sims. In an action focused on the franchise’s third title, a change made within the game’s page, emphasizing the attractive offer point, increased the number of registrations in their user base by 128%. 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 (e-book) in exchange for their name and email, without extra fields or complications. Within its 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 to users still in the research phase.
Furthermore, there was an incentive beyond the content: those who filled out the form not only received the e-book but also a free 30-day access to Hotjar’s premium product. Results? Estimated monthly average of 70 new leads just from 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%), demonstrating a significant increase effect solely from this planned insertion.
These examples demonstrate the power that the CRO process has in achieving better sales results, making it almost impossible to overlook this type of analysis that can be performed periodically so that more and more leads end up converting and truly becoming customers of the company. This is an essential procedure for continuous growth for all companies that want to stand out amidst such competitiveness in their sector.
