The Year of CRO: Why You Should Invest in Conversion Rate Optimization in 2016

Written by Abby Nieten on February 22, 2016

Posted in Form Optimization

Whether you work for a business-to-business (B2B) technology company, a higher education institution, or a nonprofit organization, one thing is true: you want your website visitors to take action. All marketers hope their visitors will sign up for a trial, register for a campus tour, or make a donation before bouncing away. But many marketers fail to take the steps needed to make that a reality.

Enter conversion rate optimization (CRO)—the practice of learning what resonates with your target audience and tweaking your web pages to better attract and engage that audience. With the right tools and an hour a day, your CRO efforts can increase your chances of turning your visitors into quality leads and customers.

Sounds great, right? There’s no doubt that conversion rate optimization can be a game changer for your marketing. But in 2015, only 39% of marketers considered it a priority. This year, marketers would be wise to consider investing more time and money into optimization efforts. Our latest research report—“The State of Lead Capture in 2016”—revealed three compelling reasons why:

#1: Websites are the number one medium for quality lead capture.

Our research found that organic website traffic is the top source of high-quality leads for marketers. Over 23% of those who completed our survey attributed their best leads to their website.

How do marketers capture their best quality leads?

This means your company website is likely attracting a lot of the right people through search engine optimization and other efforts. But those efforts are going to waste if your site isn’t convincing visitors to submit a form for more information.

Investing in CRO can help you ramp up your lead capture and lead conversion strategies. Through A/B testing, you can pinpoint flaws in your messaging or design that are turning potential customers away or attracting the wrong audience. You can update your landing page copy to better align with your paid ads so prospects aren’t confused when they get to your page. And you can make tweaks to draw attention to the benefits of your products or services so visitors are motivated to fill out your forms.

#2: Poorly optimized landing pages prevent marketers from reaching ROI goals.

Why are marketers failing to reach their goals for return on investment (ROI)? Those we surveyed pointed to landing pages as their primary obstacle. Nearly 21% indicated that their landing pages need to be better optimized.

And what’s the best way to construct the perfect landing page? Evaluating web page copy, calls to action, form placement, and more through conversion rate optimization. CRO can help you fix your low-converting landing pages, boost your lead capture, and prove your ROI on the marketing campaigns that are linked to those landing pages.

Need more convincing? One hundred percent of the marketers we surveyed who use landing page conversion rates to prove ROI on paid campaigns said they can confidently attribute returns to specific touch points with their brands.

#3: Achieving a higher conversion rate is a top goal for marketers.

What do marketers hope to get out of their paid campaigns? For starters, they want better quality leads, a greater volume of leads, and more sales. But they’re also hoping to increase their conversion rates. Forty percent of our survey respondents listed higher conversion rates as a top goal for paid campaigns.

Why not make 2016 the year to work toward that goal? If you’re not sure where to start, consider taking a look at the main point of conversion—your online form. There a several conversion-crucial form elements you can tweak to quickly get more submissions. Try using different copy on your submit button, shortening your form, replacing header or section images, or moving your form to a new spot on the web page (or to a new page!).

Investing in conversion rate optimization can help you reach conversion rate goals as well as goals related to lead quality, lead volume, and sales. Optimized web pages are targeted to the right audience, which means they are more likely to attract high-quality prospects who stick around and become leads. And once your prospects convert into leads, your optimized web pages can have a hand in converting those leads into customers.

2016: The Year of CRO

If you can only afford to do one thing this year to enhance your marketing, make it conversion rate optimization. Optimizing your web pages for conversions can impact so many other areas of your marketing. It’s definitely worth the time and effort to capture higher quality leads, prove ROI, and achieve a top marketing goal.

Interested in learning more about the top lead capture strategies and challenges for marketers today? Click below to check out the full “The State of Lead Capture in 2016” report.