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How can you align your CRO efforts with user intent?

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Conversion rate optimization (CRO) is the process of improving the percentage of visitors who take a desired action on your website, such as filling out a form, subscribing to a newsletter, or buying a product. However, not all visitors have the same intent when they land on your site. Some may be looking for information, some may be comparing options, and some may be ready to buy. How can you align your CRO efforts with user intent and deliver the right message at the right time?

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1 Understand user intent

User intent is the goal or purpose behind a search query or a website visit. It reflects what the user wants to achieve, learn, or solve. To understand user intent, you need to analyze the keywords, phrases, and questions that your target audience uses to find your site, as well as the behavior and engagement patterns that they exhibit on your site. You can use tools like Google Analytics, Google Search Console, and Google Trends to collect and interpret this data.

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2 Segment your audience

Once you have a clear picture of user intent, you can segment your audience into different groups based on their needs, preferences, and stages in the buyer's journey. For example, you can create segments based on the type of intent (informational, navigational, transactional, or commercial), the source of traffic (organic, paid, social, or referral), the device used (desktop, mobile, or tablet), or the landing page visited (home page, product page, blog post, or landing page). Segmenting your audience will help you tailor your CRO strategy to each group and optimize your site for relevance and value.

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Oliver Walker

Managing Director of Hookflash | PMW Powerlist 2024 | Helping Organisations Get More From Their Websites Through Analytics, SEO and Experimentation
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Likewise, segmenting based on "practical" dimensions like device or browser could be useful. But segmenting based on survey data that you've integrated to Google Analytics will give a really good view on how the website performs for different groups of users. If you're able to understand user intent (i.e. through propensity models or tools that use similar modelling) you can also start to understand how the site performs for those with different needs or at different stages of evaluation.

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3 Match your content and design

The next step is to match your content and design to the user intent and the audience segment. This means creating and delivering content that answers the user's questions, provides useful information, builds trust, and guides them to the next step. It also means designing your site in a way that enhances the user experience, reduces friction, and encourages action. For example, you can use clear headlines, subheadings, bullet points, images, videos, and testimonials to communicate your value proposition and benefits. You can also use simple forms, buttons, colors, fonts, and layouts to create visual hierarchy and contrast.

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Nayab Ahmed

Technical Writing | RFI Responses | Corporate Pitch Decks | Coordination and Management
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Branding is the core of a product, a well-represented product always attracts the core audience. here comes the power of content and branding to make the consumers hook to the content and increase CRO. Identifying the right niche, touching the right pain point, hooking them with the right content at the right time, and providing the right value increase your CRO. Always stick to the brand themes, fonts, pallet and tone of the brand in accordance with the target audience.

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4 Test and optimize

The final step is to test and optimize your CRO efforts based on user intent and feedback. You can use methods like A/B testing, multivariate testing, or split testing to compare different versions of your content, design, or offer and see which one performs better. You can also use tools like heatmaps, scroll maps, click maps, or session recordings to track and analyze how users interact with your site and identify any issues or opportunities for improvement. By testing and optimizing your CRO efforts, you can ensure that you are always aligned with user intent and delivering the best possible results.

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Oliver Walker

Managing Director of Hookflash | PMW Powerlist 2024 | Helping Organisations Get More From Their Websites Through Analytics, SEO and Experimentation
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Make sure you go back to segmentation when reviewing the results of your experiments. Understanding whether a change worked for all your users or had a different impact on some more than another is really important in helping to shape your next steps.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you align your CRO efforts with user intent?

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3

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1 Understand user intent

2 Segment your audience

3 Match your content and design

4 Test and optimize

5 Here’s what else to consider

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