Every business in the mental health industry seeks to generate leads and conversions from prospects and new clients or customers, and this is the ultimate purpose of an online presence and any digital marketing initiative. But many small businesses will launch a basic paid ad campaign or two, and are satisfied with whatever conversions it delivers, if any.
In this blog post, our experts want to share with you how you can maximize your conversions and generate sustainable results with conversion rate optimization.
What is conversion rate optimization?
To properly understand conversion rate optimization, it’s important to understand what a conversion rate is. A conversion rate is the percentage of visitors who “convert” by performing a desired action. The action is determined by your goals and digital marketing initiatives. Common conversion types include:
- Phone calls
- Contact form submissions
- Quote/proposal requests
- Email/newsletter sign-ups
To quickly calculate your conversion rate, divide the number of [conversions] by the number of [website visitors] and then multiply by 100. You can also replace website visitors with paid ad interactions, email recipients, etc. depending on your digital marketing strategy. There are many industry-standard analytic tools that can calculate your conversion rates and ROIs for you, and many digital marketing platforms (Google Ads, social media ad managers, etc) include CRO in their metrics.
Conversion rate optimization (CRO) is the practice of analyzing your website, content, and strategy and optimizing them to maximize those conversions.
Why is CRO important?
A high conversion rate indicates that your website is performing properly and your strategies are successful. Your users are being guided smoothly through your digital marketing funnel, they find your content to be interesting and/or useful, and your website provides a stellar UI/UX (user experience/user interface) that makes converting easy, convenient, and secure.
The process of conversion rate optimization helps you identify ways to fine-tune your website, content, and strategy. By making those improvements and enhancements, you can boost your leads, earn more valuable conversions, and generate a sustainable ROI.
CRO doesn’t just help you fine-tune your initiatives, though. It also helps you ensure that your initiatives stay current and up to date with any changes to your audience, industry, or platform algorithms. If the pattern in your audience’s behavior changes, CRO can help you adjust your website or content accordingly. If standards in your industry shift, or a campaign platform (Google, social platforms, etc) make changes to their algorithms, CRO can help you adapt your campaign to continue making the most of that platform.
Conversion optimization makes sure that your successful campaigns, strategies, and initiatives continue to succeed and reap sustainable results.
How to successfully optimize your conversions.
In order to successfully optimize your conversions, you need to have access to the right conversion and analytic data. The tools and platforms required for this depend on what strategies you are implementing and what types of campaigns you are running.
For website analytic data (tracking user behavior, conversion events, SEO performance, etc.) we use Google Analytics, Google Console, UberSuggest, and other advanced analytic platforms for our clients.
Each paid ad platform has its own dashboard for displaying metrics and results, and you can use these metrics in combination with your website analytic tools. You can also set up conversion trackers with Google Tag Manager in order to get more specific insights on your conversion opportunities.
Once you have begun tracking this data, you can analyze your metrics, compare timeframes, and begin identifying opportunities for improvement. Perhaps only a small percentage of your users aren’t navigating to the site page that holds your subscription form, limiting your number of conversions. Maybe there are a few unnecessary or inconvenient steps to your checkout process. Or, perhaps your ads are reaching too broad of an audience, so you’re gaining a significant amount of traffic but a majority of those users aren’t interested in converting.
By analyzing your performance, traffic, leads, and conversion data, you can identify those opportunities for improvement and begin performing A/B tests to find the best possible solution. If the improvement is to make your form more accessible, you might test placing the form in your footer or using a pop-up modal. If the improvement is to simplify your checkout process, you might test removing or combining certain steps to make it a smoother experience for your shopper. If the improvement is to fine-tune your target audience, you may run separate campaigns with different audience specifications to determine which audiences are most likely to convert.
We can help you maximize your leads and conversions.
If you are ready to increase your conversions and generate more sustainable results, contact us today. Our digital marketing experts can help you begin tracking your website and campaign data, analyze those metrics, identify optimization opportunities, test alternative solutions, and ultimately implement those changes to maximize your conversions.