Conversion Rate Optimization (CRO) is not for the faint of heart. It’s hard to produce website experiences that deliver consistent results.
It is necessary, though. You have invested a lot of resources, time and budget into getting the best possible audience for your website.
Failing to do everything you can to transfer them leaves money on the table.
Over the past decade in digital marketing, I’ve learned some creative CRO techniques that can greatly increase your odds of success.
Check out these 3 unconventional CRO tips that can help add consistent growth to your bottom line.
1. Create Augmented Reality experiences
Have you ever been to the mall to try on clothes? Brick-and-mortar stores know if they walk into the fitting room, the product is likely to sell out.
But how do you enable customers to try items when you’re an e-commerce brand?
Mac cosmetics And many other e-commerce brands are using AR (Augmented Reality) technology to enable potential buyers to try out products virtually.
E-commerce brands usually place a CTA button on their product description pages that looks like this:
Put yourself in the shoes of the consumer. Perhaps your first thought at this point is how to try a product?
So your curiosity gets the best of you, and you decide to click. When clicked, the camera is activated. You might be a little shocked or frightened by the camera’s triggering (or maybe you’re excited – who am I to judge?).
No matter what you’re feeling, you’ll find different shades of the lipstick you were browsing through transferred directly onto your lips.
Or maybe if you’re shopping at Wayfair, you will See the furniture directly in your living room.
It’s not unreasonable for e-commerce brands to see it as highly like 94% Improve conversion averaging from augmented reality technology.
Very shocking, isn’t it? However, it’s time to say goodbye to low single-digit numbers as the success criterion for e-commerce conversion rates.
The only drawback of augmented reality technology is the upfront investment. But you can definitely recoup your investment given the conversion rates.
For ecommerce brands that don’t take advantage of this technology, you’re leaving money on the table.
Moreover, in addition to making profits, you also lose out on the opportunity to connect with your audience.
2. Master the partial conversion redirect
GTM (Google Tag Manager) is one of the most powerful and underutilized tools for increasing conversion rates. Brands that benefit from partial conversion retargeting gain a lot of time.
What is the exact conversion?
Partial conversions are small steps towards completing your primary conversion goal (or total conversion). Below is an example of a conversion journey for a social post scheduling tool.
Retargeting based on product/service page views vs. brands that benefit from retargeting from a specific click event is day and night.
Each stage in the journey presents an opportunity for a retargeting message based on a click event that occurred at each step.
For example, someone goes to the first step (reads a blog post) in the journey described above, in the blog post there is a link to another post that says “Personal Branding”.
Further, let’s say the article on personal branding talks about building a personal brand on LinkedIn, specifically. Once the link click event is triggered, which says ‘personal brand’.
You can retarget the person who clicked the link with a personalized message that reads, “Learn how to build a personal brand on LinkedIn with our social post scheduling tool.”
The person who clicked on the micro conversion link has identified themselves that they are interested in building a personal brand. The link in the blog post talks about Linkedin.
Your service is a social media post scheduling software that can help a potential client aim to build a brand on LinkedIn.
Alignment in messaging is ideal for retargeting users who haven’t taken the next action in the funnel.
The evil is in the details. Once a person sees your retargeting message, you can quickly move them through the funnel – one personalized message at a time.
How to set up a partial conversion click event
Setting up a partial conversion click event is easy and can be done in five minutes or less.
To set up a click event, you will first need to copy and paste the Google Tag Manager code onto your website. Then, once installed, you will have to setup a tag that looks like this.
Next, you need to define the player base in GTM. The launcher will launch your tag based on the rules you specify.
For example, click event rule Inside the operator for this tag it will look like this.
Once you’ve set up the click-based rule to redirect people back to your site, you’ll need to set up an event-based goal in Google Analytics.
How to set an event-based goal
To set up an event-based target, go to File Objectives Inside GA, set up a new target, and click on the toggle labeled It happened.
Then, verbatim repeat the tag setting made in GTM within Google Analytics.
At this point, I did the following:
- Set up your mark.
- Define your rules for the tag.
- Set up your Google Analytics event-based goal.
Next, you’ll need to define your audience in Google Analytics for your retargeting campaign based on your event-based objective.
If you don’t currently have a Google Ads retargeting tag set up, you’ll need to copy and paste the code onto your website.
How to set up click retargeting events
Follow the steps below to set up your audience based on an event-based goal.
- Go to Supervisor > Click audience definitions.
- Click public under public definitions.
- Click Terms.
- Define the target based on the event you set up for the click event.
This is. Once you define your audience, you will have the ability to set up distinct ad groups in Google Ads to customize your messages from the data collected from your audience.
To achieve the best results with small conversions, I recommend retargeting prospects during the initial steps in the journey based on the AIDA model.
Once potential customers become aware of your product and trigger an event based click.
If a prospect returns from your retargeting effort, he or she has expressed interest and may sign up for a newsletter.
At this point, if that happens, you should cancel retargeting with remarketing. Let your email remarketing campaigns work great for creating interest in your offer.
Remember that your leads will be sent to your site during your email remarketing campaigns.
You can also use intent-based click data to customize your email campaigns for headline testing and incentives.
3. Tap on Power Customize Dynamic Video
Videos are here to stay As we all become more accustomed to the presence of video, it will provide more opportunities to use video in more creative ways.
I’m sure you’ve seen checkout goal popups that say something along the lines of, “Wait before you leave, get 10% off your order today.”
Running a pop-up experiment produces results, which is why you should ask yourself how you can replicate this experiment.
Check out this unconventional and very creative popup with a view out of Voluum. We encourage you to book a demo with a guy placing an arrow to click on the primary CTA within the video.
But let’s say you click on a CTA that says no thank you. Now you are presented with a sad group of people.
Perhaps you will reconsider trying the service. After all, what do you have to lose? It’s free. Now you are celebrated once you schedule a test call.
I think everyone can agree that this is a very creative approach to an exit intent popup. But beyond the creativity in delivering this experience, the connection between the emotional elements is genius.
Customers who create an emotional connection with a brand have a 306% higher lifetime value. Therefore, using EMV (Emotional Marketing Value) in your marketing is crucial.
To create this experience, you can use a WordPress plugin or hire a developer.
If you decide to go with a developer, tell your developer that you want the populated videos from the scrolling state.
The key word here is scroll state. This is the technology behind this experiment.
Next steps for a successful CRO
I implore you to test the three tactics discussed. The first step should be to dive into your analytics to identify trends in your historical data.
Look at your goals and user flow path to brainstorm ideas with your team. Next, sit down with your team and define the PIE index.
PIE stands for Potential, Importance, and Ease. Conversion rate optimization tests will be more difficult to implement but can produce results that exceed your expectations.
Important CRO tests are high impact and have a lower level of effort to perform. The ease is easy to implement and does not require heavy lifting.
You have a PIE index already configured from today’s discussion. The potential component is augmented reality due to the cost investment. The important element will be small conversions because this tactic is high impact and low effort.
Finally, the ease is video customization as you can find a plugin that can perform this test at the click of a button.
Best wishes for successful conversion rate optimization!
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