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 in getting the best possible audience for your website.
Failure to do everything in your power to transfer it leaves money on the table.
Over the past decade in digital marketing, I’ve learned some creative CRO tactics 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 you into the fitting room, the product is more likely to sell.
But how do you enable customers to try out items when it’s an e-commerce brand?
MAC Cosmetics and many other e-commerce brands use AR (Augmented Reality) technology to enable potential buyers to try out products virtually.
Ecommerce brands typically place a CTA button on their product description pages that look 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 you click, the camera is activated. You might be a little shocked or scared by turning on the camera (or maybe you’re excited – who am I to judge?).
No matter how you’re feeling, you’ll find the different shades of lipstick you’ve been browsing previously transferred directly onto your lips.
Or, maybe if you shop at Wayfair, you’ll see furniture right in your living room.
It’s not unreasonable for e-commerce brands to see an average 94% increase in conversion from augmented reality technology.
Pretty shocking, isn’t it? However, it’s time to say goodbye to low single digit numbers as the success criterion for ecommerce 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 the opportunity to connect with your audience.
2. Master the partial transfer redirection
GTM (Google Tag Manager) is one of the most powerful and untapped tools for increasing conversion rates. Brands that take advantage of partial conversion retargeting are gaining a lot of time.
What is a partial conversion?
Micro conversions are small steps toward the completion path of 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 versus brands that benefit from retargeting from a particular click event is day and night.
Each stage in the journey presents an opportunity for a retargeting message based on the click event that occurred at each step.
For example, a person goes to the first step (reading a blog post) in the journey described above, in the blog post there is a link to another post that says “Personal Brand”.
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 create a personal brand on LinkedIn with the Social Post Scheduler”
The person who clicked on the microconversion link has determined by himself that he is interested in building a personal brand. The link in the blog post talks about Linkedin.
Your service is a social media posting scheduler that can help a potential customer with the goal of creating a brand on LinkedIn.
Alignment in messaging is ideal for retargeting users who have not performed the next action in the conversion path.
Evil is in the details. Once a person sees your retargeting message, you can quickly move them through the conversion funnel – one custom message at a time.
How to set up a click event for partial conversion
Setting up a partial conversion clicks event is easy and can be accomplished 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 set up a tag that looks like this.
Next, you need to select the launcher base in the GTM. The launcher will fire your tag based on the rules you specify.
For example, click event verdict Inside the operator for this tag it will look like this.
Once you’ve set up your click-based rule to redirect people to your site again, you’ll need to set up an event-based goal in Google Analytics.
How to set up an event-based goal
To set up an event-based goal, go to Objectives Inside GA, set up a new target, and tap the toggle labeled Event.
Next, literally iterate the tag setting made in GTM within Google Analytics.
At this point, I did the following:
- Set up your tag.
- Define your own rules for the tag.
- Set up an event-driven Google Analytics goal.
Next, you will need to define your audience in Google Analytics for your retargeting campaign based on your event-based objective.
If you do not currently have the Google Ads retargeting tag set up, you will need to copy and paste the code on your website.
How to set up click retargeting events
Follow the steps below to set up your audience based on an event-based objective.
- Go to Admin >Click audience definitions.
- Click public under audience definitions.
- click Circumstances.
- Specify the event-based target you set 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 personalize 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 familiar with your product and have generated an event-based click.
If a potential customer returns from the retargeting effort, they have expressed interest and may sign up for a newsletter.
At this point, if it does, you should cancel retargeting with remarketing. Let your email remarketing campaigns work great to create the desire for your offer.
Remember that your potential customers will be sent to your site during email remarketing campaigns.
You can also take advantage of intent-based click data to customize your email campaigns to test headlines and incentives.
3. Press the power of dynamic video customization
Videos are here to stay As we all become more familiar with the existence of video, it will provide more opportunities to use video in more creative ways.
I’m sure you’ve seen checkout target popups saying something along the lines of “Wait before you leave, get 10% off your order today.”
Running a popup experiment yields results, which is why you should ask yourself how you can repeat this experiment.
Take a look at this funky and very creative popup with a view to getting out of Voluum. We encourage you to book a demo with a man placing an arrow to click the primary CTA within the video.
But let’s say you click on the CTA that says “No” thank you. Now you are presented with a sad group of people.
Perhaps you will reconsider your service experience. After all, what do you have to lose? It’s free. Now you are celebrated by simply scheduling 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 presenting this experience, the connection between the emotional elements is genius.
Customers who establish a romantic relationship with a brand have a 306% higher lifetime value. Therefore, the use of EMV (Emotional Marketing Value) in your marketing is critical.
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 populated videos from the scroll state.
The key word here is scroll state. This is the technology behind this experiment.
NEXT STEPS FOR CRO . SUCCESS
I implore you to test the three tactics discussed. The first step should be to dive into your analyzes to identify trends in your historical data.
Look at your goals and user flow path to brainstorm with your team. Next, sit down with your team and select the PIE index.
PIE stands for potential, importance, and ease. Conversion rate optimization tests will be more difficult to implement but can lead to results beyond your expectations.
Important CRO tests are high-impact and have a lower level of effort in executing. The ease is easy to implement and does not require lifting heavy objects.
You have a PIE index already configured from today’s discussion. The potential element is augmented reality due to the cost investment. The important component will be small transfers because this tactic is high impact and low effort.
Finally, the ease is the customization of the video as you can find a plugin that can perform this test with the click of a button.
Best wishes for successful conversion rate improvement!
Featured Image: Quarta / Shutterstock