When looking into conversion rate optimization (CRO), there seem like so many different options: heatmaps, user testing sessions with video recording capabilities…
Sometimes deciding which is best can be tough; between understanding how they work and knowing where to invest our resources we become totally confused as well!
There are so many different tools out there, and they all offer something different in terms of functionality and cost.
In this blog post, I’ll cover how to choose the best CRO tool for your needs as a business owner or manager, what you should look for when making that decision, and some things to watch out for as well.
What is Conversion Rate Optimization?
CRO stands for Conversion Rate Optimization, and it’s a hot topic these days.
CRO is a process that increases the likelihood of people completing whatever action you want them to take when they visit your site or app.
There are many different conversion goals (like form filling, downloading an e-book, clicking on a call-to-action button), but what matters at the end of the day is how many visitors finish those tasks with ease and without friction.
If more visitors complete the desired tasks, that means you’re doing a good job with CRO.
Why do you need it?
Well, if your site or app is not performing well on conversion rates, then that means two things: 1-) people are leaving and never coming back to visit again; and/or 2-) they are getting frustrated when trying to take action.
The best way to deal with either of those situations is by using CRO tools – which we’ll talk about in detail shortly!
But first… Let’s cover why CRO matters for business owners at all stages of their growth.
Why a CRO tool is necessary for your business?
Using an automated and specialized conversion rate optimization tool can help you achieve better results in less time.
Without one, it’s possible that you’ll have to test every single change manually or spend hours analyzing data like click-through rates by hand before discovering what works best at driving customers through the sales funnel.
It also means spending a lot more money on marketing campaigns because they’re not as effective as they could be if optimized for conversions.
Think of CRO tools like your website’s brain.
They constantly analyze user behavior so that changes are made automatically to make sure people keep coming back again and again without ever realizing how much work has gone into improving their experience.
This is what the CRO tool does for you:
– It helps you measure performance to see how well your site or app is performing on conversion rates.
– If something isn’t working, it can make changes automatically so that more people complete the desired task – like clicking a call-to-action button.
The best CRO tools are made up of all these features and more which we’ll cover shortly. But first… let’s talk about some things you should look for when shopping around for new software to help with this important process!
What should I look out for in choosing a CRO Tool? There are many different factors to consider before making any decisions regarding a new marketing campaign including budget, time, and resources.
That’s why it can be helpful to think about the following questions before making any decisions:
– What is your conversion goal?
Knowing what you want to achieve (e.g., more downloads) will help narrow down which CRO tools are best for you since they all offer different functionality to match various goals like form fillers, social media posts, etc.
– What is your budget? In order to answer this question, you’ll need to figure out how much of a return on investment (ROI) meets the needs and requirements for your business.
For example: If you are an ecommerce company that doesn’t have many employees but has high overhead costs (e.g., shipping), then it might be best to spend more money on CRO tools in order to see better results sooner rather than later so that those expenses can be covered quicker with each new customer who completes the desired action as easily as possible.
But if you’re just starting out and don’t yet have much experience in online marketing – even though there will be some upfront cost involved – investing in CRO tools can help you make better decisions about what to invest in next for the future.
– What is your website’s conversion funnel?
Different CRO tools offer different features and functionality based on how many stages are involved with a typical online purchase (e.g., there might be one or more contact forms, checkouts, etc.).
So if your site has multiple levels of engagement before reaching the checkout page then it may not be best to use software that only focuses on just one part of the process since they often don’t offer all necessary options like those mentioned above even though they’re still an excellent option when focused upon a single step such as a form fillers tool.
– What’s your company size?
CRO tools are available for both small and large businesses, but they often come with different price points depending on the number of people who use it. Some CRO software is designed to be used by just one person while others can accommodate more employees which means you’ll need to take that into consideration before making a decision.
The best part about these tools is that no matter how many people in your company have access – or what their roles may be – everyone will get insights from the same user data so there isn’t any confusion when trying to make decisions based on what might work better for specific individuals’ needs. And if budget doesn’t allow for purchase at this time, most CRO tools offer a 30-day trial so you can make sure it’s the right fit for your company before making any commitments.
What are some of the benefits and drawbacks of using CRO Tools?
As with any type of product or service, there are advantages and disadvantages that might be important when choosing which tool is best for your business. Here’s what you should know:
Keep people on-site longer – Delays in conversion rates (e.g., leads who don’t convert) mean more lost potential customers.
Helps increase conversions by up to 26%.; Allows marketers to focus their attention on specific content sections instead of worrying about everything at once.
Can automate changes automatically if something isn’t working as needed (e.g., form fillers, A/B testing).
Can be expensive – CRO software can range from $1000s to as much as $100,000 for enterprise solutions.
Learning curve – It may take some time to learn how the software works so it can be used effectively on your website.
Requires a long-term commitment of resources, not just money.
How do I know if my CRO tool is working?
If you’re using any type of marketing strategy (and most people are), then chances are there will be some sort of metric in place that tells you what’s been successful and what needs more work.
With CRO tools, many offer built-in analytics functionality which makes reviewing progress easy because data points like conversion rates and engagement metrics are always being updated with new information as visitors interact with your site or content.
Some CRO tools offer a wide range of metrics like those mentioned above while others may focus on just one area.
In addition to this, some CRO software offers pre-built reports and campaign dashboards which can make it easier for marketers to see what’s working or not by providing insights into specific tasks such as A/B testing results (e.g., changes made with no redirecting), targeting the right audience (because you’re using data about visitors who reach your site instead of guessing) and more.
The best CRO tools on the market today (and how to choose)
There are many CRO tools available on the market, and with so many to consider you may be feeling overwhelmed.
Here’s what you should look for when choosing a CRO tool:
- What’s your company size?
- Do you have employees who might need access or do they only focus on one person in particular? (and how much does that cost?)
- Which metrics will it track? Will those metrics help me measure my marketing efforts better than just looking at numbers of sales/clicks as an example?
- Does this software offer any pre-built reports I can use for easy reference instead of having to build them myself from scratch each time after exporting data points from the platform itself?
- Can I use this CRO software in conjunction with other tools I may already be using?
- Is it easy to use and customize? – Can my employees easily navigate the interface themselves or do they need a lot of training before getting started on their own (and how much does that cost)?
- How will you handle updates, upgrades, etc.?
We rounded up the top 5 CRO tools for you to check and choose the most relevant one to you!
- Google Analytics
The benefits of using a CRO tool for your business:
A CRO tool can help you attract more visitors by targeting the right audience and testing different content to see what’s most effective.
Your company can measure conversion rates accurately.
Your marketing team will have access to accurate tracking metrics which should lead them towards more successful campaigns as time goes on.
You’ll be able to see data from every visitor across all channels so there isn’t confusion when trying to make decisions based on what might work better for specific individuals’ needs.
Companies using a CRO tool on their website are seen as innovative, leading-edge, and progressive which may give them an edge over competitors who don’t have one in place.
Website conversion rates increase up to 26% with the use of a good CRO strategy (and this means more sales).
The best thing about these strategies is that they aren’t difficult or expensive!
You just need a little time and patience while learning how it works.
CRO is a powerful tool that can help you optimize your digital marketing strategy with little know-how.
With the right tools and knowledge, it’s easy to get started.
We recommend FIgPii as one of the best CRO tools on the market today because they offer a suite of tools like A/B testing, heat maps, session recording and more at an affordable price point, unlimited tests per month, cross-device compatibility (meaning their platform will work seamlessly across all devices), and more!
To learn more about how we use our own CRO tools to grow our business or try them out yourself before buying, sign up here for 14 days free trial!