Q&A with a Marketing Expert: CRO Edition

If people who visit your website often leave without signing up for your emails, downloading your content, contacting you, or making a purchase, you’ll want to consider adding conversion rate optimization to your toolbelt.

Conversion rate optimization (CRO) uses tactics and tools like A/B testing, heatmaps, and personalization to increase the number of conversions you get through your website. A conversion can be any action you want your audience to take, like filling out a contact form, signing up for a demo, or buying your product.?

Christine Geesaman, CRO expert at WebFX, knows that creating a great user experience (UX) is key to a successful conversion optimization strategy. Her background and interest in psychology push her to find the “why” behind people’s actions and create online experiences that meet their needs.?

In fact, her favorite part about CRO is using her creativity to come up with tests that leave a positive impact on clients’ websites.?

We asked Christine to share some of the insights she’s picked up from her years of working with CRO. Keep reading for industry-leading CRO expertise.?

Q: How would you define what you do?

A: I help our clients understand how users are currently experiencing and interacting with their site and find ways to improve that experience and drive more people to the goal actions on their site.?

Q: Why do you recommend CRO for businesses?

A: If you’re doing SEO or PPC , at some point you’re going to be missing out on leads without some level of CRO. You can drive all the traffic to your site, but if something about your site’s design or user journey is keeping people from converting, you’re missing out on revenue.?

Q: How do you stay up to date on CRO?

A: Reading articles mostly, but one thing that’s cool is that you can find CRO tips or CRO testing ideas from all topics in digital marketing — from branding to SEO to PPC to design.

Q: Can you share a few examples of how a business can use CRO?

A: Heatmaps are a great way to show data in a visual way to see how people are using your site and what content or features are working or being missed. User feedback tests and reports are my favorite because you get more nuanced feedback.

Q: What results have you seen through your work with CRO?

A: I’ve seen visitors to clients’ sites get a better understanding of what a client offers or the benefits of working with them, and of course, it’s great to see increases in leads or revenue from our CRO work.

Q: Can you share your favorite tip for getting the most out of CRO?

A: It’s always helpful for any strategy to have an idea of who current customers are , which helps us tailor certain CRO tests. But one tip is to not get discouraged if we don’t seem to have a clear winner when we run A/B tests . Even when that happens, there’s almost always something we can learn from it and take into a future test or change.

Q: What is a common challenge of CRO, and how do you overcome it?

A: Trying to translate data — like heatmaps — into what is actually happening in a user’s head or what they’re thinking. That’s why we combine different types of tests — like user video tests — to try and get the best results.

Q: What CRO trend are you most excited about?

A: Personalization has so many applications and has become increasingly important to users over the years.

Q: How does WebFX approach CRO?

A: We approach CRO with a lot of creativity. I love seeing the test ideas from other teammates and how unique approaches to client obstacles can create some great results.

Q: Why should someone consider reaching out to us for CRO services?

A: Our CRO team also has experience in SEO and PPC, so we know how to marry those best practices with the tests and insights that also create a great and high-converting website experience.?

No matter what actions you want your audience to take, CRO can help you reach your goals. While it may take time to learn what makes your audience tick, CRO can boost your leads, sales, and revenue.?

Want to partner with experts like Christine to boost your website conversion rate? Get in touch with our team by filling out the form on our website .?

Bonus video: An overview of CRO with Jackie, UX expert