{"id":4602,"date":"2016-09-19T16:34:07","date_gmt":"2016-09-19T23:34:07","guid":{"rendered":"https:\/\/thegood.com\/?page_id=4602"},"modified":"2020-02-23T21:08:52","modified_gmt":"2020-02-24T05:08:52","slug":"conversion-rate-optimization-essentials","status":"publish","type":"page","link":"https:\/\/thegood.com\/conversion-rate-optimization-essentials\/","title":{"rendered":"The Good\u2019s Master Guide to Conversion Rate Optimization Essentials"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h1 class=\"wp-block-heading\">Conversion Rate Optimization Essentials:  <br>The Master Guide<\/h1>\n\n\n\n<p class=\"has-medium-font-size\">Did you know it\u2019s possible to get tons of traffic to your website, but still go broke?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">A steady stream of visitors and excellent products or services to offer them are two critical parts of selling online, but there\u2019s a third: you must set up an effective system to convert traffic into customers or clients.<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><em>If you want to convert visitors to sales or leads, then conversion rate optimization is an essential component of your marketing strategy.<\/em><\/p>\n\n\n\n<p class=\"has-medium-font-size\">The Principle is Simple, but the Solution Can Seem Complex<br>\nYour conversion rate is the percentage of website visitors who take your desired action. It represents the effectiveness of many areas of your website. The higher your conversion rate, the more effective your site is.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">So how do you determine and build your conversion rate?<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Companies often try one thing after another, with mediocre to poor results. It can be a frustrating and complicated process.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">As soon as it looks like you\u2019ve found a key to one thing, something else changes. That\u2019s why many companies give up early.<\/p>\n\n\n\n<p class=\"has-medium-font-size\">Successful Conversion Rate Optimization requires strategic planning and tactical precision. And <em>that&#8217;s<\/em> what this guide is all about!<\/p>\n\n\n\n<p class=\"has-medium-font-size\">This master guide covers every facet of conversion rate optimization (CRO).<\/p>\n\n\n\n<p class=\"has-medium-font-size\">It\u2019s your go-to guidebook for converting more traffic into sales and leads.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Conversion Rate Optimization Essentials: The Master Guide<\/h3>\n\n\n\n<h5 class=\"wp-block-heading\"> Your quick &amp; easy pocket guide to making more sales and getting more leads.<\/h5>\n\n\n\n<ul class=\"wp-block-list\"><li>Chapter 1:&nbsp;<a href=\"#chapter1\">Getting Started with CRO<\/a><\/li><li>Chapter 2: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter2\">Audience Segmentation<\/a><\/li><li>Chapter 3: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter3\">Traffic Building<\/a><\/li><li>Chapter 4: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter4\">Assessing the Situation<\/a><\/li><li>Chapter 5: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter5\">Ecommerce CRO<\/a><\/li><li>Chapter 6: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter6\">Lead Generation CRO<\/a><\/li><li>Chapter 7: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter7\">Content &amp; Design Factors<\/a><\/li><li>Chapter 8: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter8\">Split Tests &amp; Experiments<\/a><\/li><li>Chapter 9: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter9\">Tools for CRO<\/a><\/li><li>Chapter 10: <a href=\"https:\/\/thegood.com\/wp-admin\/post.php?post=4602&amp;action=edit#chapter1\">Advanced CRO Tactics<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter1.png\" alt=\"chapter1\" class=\"wp-image-4675\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter1.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter1-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter1-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter1-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter1-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter1-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 1<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"> Turning Traffic into Sales:  Getting Started with Conversion Rate Optimization<\/h4>\n\n\n\n<p>Even if you\u2019re already experienced with CRO, don\u2019t skip this section.<\/p>\n\n\n\n<p>An overview of the topic adds clarity to your perspective and helps make sure you\u2019re not missing an essential ingredient.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Improve Your Numbers \u2013 Getting Started with Conversion Rate Optimization (opens in a new tab)\" href=\"https:\/\/qualaroo.com\/beginners-guide-to-cro\/what-is-conversion-rate-optimization\/\" target=\"_blank\">Improve Your Numbers \u2013 Getting Started with Conversion Rate Optimization<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"3 Simple Steps to Make More Sales and Energize Visitor Engagement\u2028 (opens in a new tab)\" href=\"http:\/\/inboundrocket.co\/blog\/the-basics-of-conversion-rate-optimization-in-three-simple-steps\/\" target=\"_blank\">3 Simple Steps to Make More Sales and Energize Visitor Engagement<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Why Your Site is Underperforming: Find Out FOR SURE\u2028 (opens in a new tab)\" href=\"https:\/\/moz.com\/blog\/5-step-framework-for-conversion-rate-optimization\" target=\"_blank\">Why Your Site is Underperforming: Find Out FOR SURE<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"One Metric Determines Your Sites Overall Success\u2028 (opens in a new tab)\" href=\"https:\/\/www.bigcommerce.com\/blog\/conversion-rate-optimization\/\" target=\"_blank\">One Metric Determines Your Sites Overall Success<\/a><\/li><li><a href=\"https:\/\/www.bigcommerce.com\/blog\/conversion-rate-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"28 Ecommerce Conversion Rate Optimization Steps Guaranteed to Increase Sales (opens in a new tab)\">28 Ecommerce Conversion Rate Optimization Steps Guaranteed to Increase Sales<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter2.png\" alt=\"chapter2\" class=\"wp-image-4685\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter2.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter2-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter2-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter2-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter2-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter2-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 2<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"> Focus on Your Best Audience to Get the Right Traffic to Your Website or Landing Page<\/h4>\n\n\n\n<p>Learn how to stop wasting your time and money marketing to people who aren\u2019t interested in, or qualified for, your offers.<\/p>\n\n\n\n<p>Here\u2019s how to make sure your efforts attract real prospects.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Unlock Amazing Growth with Market Segmentation\u2028 (opens in a new tab)\" href=\"https:\/\/thegood.com\/insights\/market-segmentation\/\" target=\"_blank\">Unlock Amazing Growth with Market Segmentation<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Drive Lead Generation with Customer Personas\u2028 (opens in a new tab)\" href=\"https:\/\/thegood.com\/insights\/customer-personas\/\" target=\"_blank\">Drive Lead Generation with Customer Personas<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Guaranteed Success: Finding Your Target Market So Content Sticks\u2028 (opens in a new tab)\" href=\"https:\/\/blog.crazyegg.com\/2014\/01\/14\/find-your-target-market\/\" target=\"_blank\">Guaranteed Success: Finding Your Target Market So Content Sticks<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Customer Profiling Using the Empathy Map\u2028 (opens in a new tab)\" href=\"https:\/\/www.cleverism.com\/customer-profiling-using-empathy-map\/\" target=\"_blank\">Customer Profiling Using the Empathy Map<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"How to Find Your Target Audience and Connect with Their Needs\u2028 (opens in a new tab)\" href=\"http:\/\/coschedule.com\/blog\/how-to-find-your-target-audience\/\" target=\"_blank\">How to Find Your Target Audience and Connect with Their Needs<\/a><\/li><li><a href=\"http:\/\/edwardlowe.org\/how-to-identify-a-target-market-and-prepare-a-customer-profile\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Get Your Message to the Right People: Customer Profiling (opens in a new tab)\">Get Your Message to the Right People: Customer Profiling<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter3.png\" alt=\"chapter3\" class=\"wp-image-4684\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter3.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter3-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter3-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter3-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter3-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter3-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 3<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\"> What If You Build It and They Don&#8217;t Come?  Traffic Generation Techniques<\/h4>\n\n\n\n<p>The three pillars of ecommerce are customer identification, traffic generation, and conversion optimization.<\/p>\n\n\n\n<p>Once you\u2019ve identified your target audience, the next step is to get them interested in what you have to offer. In this section, you\u2019ll learn how to generate traffic.<\/p>\n\n\n\n<p>Then, we\u2019ll move on to a deeper look at how to convert that traffic to sales.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"5 Hacks to Improve Your Blog and Get More Traffic\u2028 (opens in a new tab)\" href=\"http:\/\/contentmarketinginstitute.com\/2015\/12\/improve-your-blog\/\" target=\"_blank\">5 Hacks to Improve Your Blog and Get More Traffic<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"The Secret to Getting More Traffic from Every Post\u2028 (opens in a new tab)\" href=\"https:\/\/smartblogger.com\/republishing-on-medium\/\" target=\"_blank\">The Secret to Getting More Traffic from Every Post<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"5 PPC Secrets Discovered Through Millions in Ad Spend\u2028 (opens in a new tab)\" href=\"https:\/\/klientboost.com\/ppc\/ppc-secrets\/\" target=\"_blank\">5 PPC Secrets Discovered Through Millions in Ad Spend<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Creative Social Media Marketing for Community Building\u2028 (opens in a new tab)\" href=\"https:\/\/www.postplanner.com\/blog\/use-social-media-to-market-your-small-business\/\" target=\"_blank\">Creative Social Media Marketing for Community Building<\/a><\/li><li><a href=\"https:\/\/ninjaoutreach.com\/traffic-generation-case-studies\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"126 Must-Read Traffic Generation Case Studies (opens in a new tab)\">126 Must-Read Traffic Generation Case Studies<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter4.png\" alt=\"chapter4\" class=\"wp-image-4683\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter4.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter4-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter4-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter4-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter4-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter4-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 4<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">If You Don\u2019t Do This, You\u2019re Shooting in the Dark<\/h4>\n\n\n\n<p>The best way to evaluate your work is to track results. You can\u2019t do that, though, if you don\u2019t know where you are to begin with.<\/p>\n\n\n\n<p>Armed with the correct data, you won\u2019t have to <em>feel<\/em> like your CRO efforts are moving you forward, you\u2019ll <em>know<\/em>.<\/p>\n\n\n\n<p>Here\u2019s how to assess your current situation.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Solving the Metrics Equation to Get More Sales\u2028 (opens in a new tab)\" href=\"https:\/\/thegood.com\/insights\/time-stop-tracking-time-site\/\" target=\"_blank\">Solving the Metrics Equation to Get More Sales<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Get Started by Planning and Checking Your Conversion Rate Optimization\u2028 (opens in a new tab)\" href=\"https:\/\/yoast.com\/conversion-rate-optimization-planning\/\" target=\"_blank\">Get Started by Planning and Checking Your Conversion Rate Optimization<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Know Where You Stand: Google AdWords Conversion Rates by Industry\u2028 (opens in a new tab)\" href=\"https:\/\/searchenginewatch.com\/2016\/03\/15\/google-adwords-average-conversion-rates-by-industry-study\/\" target=\"_blank\">Know Where You Stand: Google AdWords Conversion Rates by Industry<\/a><\/li><li><a href=\"https:\/\/blog.kissmetrics.com\/the-8-most-important-conversion-metrics-you-should-be-tracking\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"The 8 Most Important Conversion Metrics You Should Be Tracking (opens in a new tab)\">The 8 Most Important Conversion Metrics You Should Be Tracking<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter5.png\" alt=\"chapter5\" class=\"wp-image-4682\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter5.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter5-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter5-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter5-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter5-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter5-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 5<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Easy Ways to Implement CRO  Tactics on Your Ecommerce Website<\/h4>\n\n\n\n<p>Ecommerce and conversion optimization go hand in hand.<\/p>\n\n\n\n<p>We\u2019ll look later at how to make sure your copywriters and designers get on the same bus.<\/p>\n\n\n\n<p>In this chapter, let\u2019s talk about the rudiments of ecommerce website conversion.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"The Most Important CRO Metric You Can Measure (opens in a new tab)\" href=\"http:\/\/www.wordstream.com\/blog\/ws\/2016\/07\/05\/conversion-rate-metric\" target=\"_blank\">The Most Important CRO Metric You Can Measure<\/a><\/li><li><a rel=\"noreferrer noopener\" href=\"https:\/\/thegood.com\/insights\/how-to-optimize-conversion-rates-with-low-traffic\/\">How to Optimize Conversion Rates Even When You Have a Low-Traffic Website<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"8 Tactics You Can Implement for a High-Conversion Ecommerce Site (opens in a new tab)\" href=\"http:\/\/www.realvisits.org\/internetmarketing\/8-tactics-of-high-converting-ecommerce-sites\/\" target=\"_blank\">8 Tactics You Can Implement for a High-Conversion Ecommerce Site<\/a><\/li><li><a href=\"http:\/\/rejoiner.com\/resources\/20-conversion-rate-optimization-experts-share-their-top-tip-for-ecommerce-slideshare\/\">Conversion Rate Experts Share 20 eCommerce Optimization Tips [w\/SlideShare]<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Favorite Ecommerce Hacks to Make More Money Online (opens in a new tab)\" href=\"https:\/\/blog.crazyegg.com\/2016\/05\/23\/ecommerce-cro-hacks\/\" target=\"_blank\">Favorite Ecommerce Hacks to Make More Money Online<\/a><\/li><li><a href=\"https:\/\/moz.com\/blog\/holygrail-of-ecommerce-conversion-optimization-91-points-checklist\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"The Holy Grail of Ecommerce Conversion Optimization: 91-Point Checklist (opens in a new tab)\">The Holy Grail of Ecommerce Conversion Optimization: 91-Point Checklist<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter6.png\" alt=\"chapter6\" class=\"wp-image-4681\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter6.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter6-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter6-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter6-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter6-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter6-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 6<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">CRO and List Building:  How to Get More Leads in Less Time<\/h4>\n\n\n\n<p>You\u2019ve identified your audience, and you know prospects often need several contacts from you before they\u2019ll move further down the conversion path.<\/p>\n\n\n\n<p>Email is still the best tool, but first you need permission to include each potential customer\u2019s email address in your mailing sequence.<\/p>\n\n\n\n<p>Here are some tips on how to make that happen.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Landing Page Golden Rules to Generate Huge Email Lists (opens in a new tab)\" href=\"http:\/\/blog.landingi.com\/8-golden-rules-for-building-landing-page-that-generate-huge-email-lists\/\" target=\"_blank\">Landing Page Golden Rules to Generate Huge Email Lists<\/a><\/li><li><a href=\"https:\/\/thegood.com\/insights\/email-list-growth-5-essential-tactics\/\">Email List Growth: Five Essential Tactics for List-Building Success<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"11 Sign-up Strategies for Getting More Subscriptions to Your List (opens in a new tab)\" href=\"http:\/\/contentmarketinginstitute.com\/2015\/09\/sign-up-strategies-email\/\" target=\"_blank\">11 Sign-up Strategies for Getting More Subscriptions to Your List<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"21 Overlooked Ways to Generate Leads Online (opens in a new tab)\" href=\"http:\/\/smallbiztrends.com\/2014\/04\/ways-to-generate-leads-online.html\" target=\"_blank\">21 Overlooked Ways to Generate Leads Online<\/a><\/li><li><a href=\"https:\/\/blog.getresponse.com\/how-to-run-a-facebook-ad-and-build-your-list-for-10-a-day-part-i.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Facebook Ads for Low-Cost List Building: Get Leads for Dollars per Day (opens in a new tab)\">Facebook Ads for Low-Cost List Building: Get Leads for Dollars per Day<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter7.png\" alt=\"chapter7\" class=\"wp-image-4680\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter7.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter7-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter7-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter7-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter7-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter7-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 7<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">The Two Pillars of Conversion Rate Optimization: Content and Design<\/h4>\n\n\n\n<p>Copywriters and Designers have forever debated the value of words versus the value of images.<\/p>\n\n\n\n<p>Which is most important? Your website or landing page is the place where the argument should end. Verbal and visual components must work together to accomplish one single goal.<\/p>\n\n\n\n<p>What is that goal? That depends on the purpose of the page.<\/p>\n\n\n\n<p>Let\u2019s look at how you can light a fire under your content generators.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Ecommerce Design Trends to Keep Your Site Competitive and Effective\u2028 (opens in a new tab)\" href=\"https:\/\/tech.co\/web-design-trends-ecommerce-2016-01\" target=\"_blank\">Ecommerce Design Trends to Keep Your Site Competitive and Effective<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Learn Top Landing Page Techniques: 36 Examples with Conversion Critiques\u2028 (opens in a new tab)\" href=\"https:\/\/unbounce.com\/landing-page-examples\/36-landing-page-designs-critiqued-for-conversion\/\" target=\"_blank\">Learn Top Landing Page Techniques: 36 Examples with Conversion Critiques<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Copywriting for Conversion: Perfect Content That Converts\u2028 (opens in a new tab)\" href=\"https:\/\/www.semrush.com\/blog\/copywriting-for-conversion-seocafe\/\" target=\"_blank\">Copywriting for Conversion: Perfect Content That Converts<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Analyze a Ton of Data and here\u2019s What You Find out About Landing Page Design\u2028 (opens in a new tab)\" href=\"https:\/\/www.usertesting.com\/blog\/2015\/10\/22\/5-landing-page-design-lessons-we-learned-from-analyzing-a-ton-of-data\/\" target=\"_blank\">Analyze a Ton of Data and here\u2019s What You Find out About Landing Page Design<\/a><\/li><li><a href=\"http:\/\/unbounce.com\/101-landing-page-optimization-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"An Opinionated Guide to Conversion: 101 Landing Page Tips (opens in a new tab)\">An Opinionated Guide to Conversion: 101 Landing Page Tips<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter8.png\" alt=\"chapter8\" class=\"wp-image-4679\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter8.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter8-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter8-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter8-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter8-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter8-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 8<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Here\u2019s How to Find Out What to Do Next:  Uncovering Data You Can Trust<\/h4>\n\n\n\n<p>A maxim at The Good says \u201cLearning begins with testing, and testing never ends.\u201d<\/p>\n\n\n\n<p>Ecommerce and lead acquisition are moving targets. As soon as you think you\u2019ve found the perfect recipe for success, something changes.<\/p>\n\n\n\n<p>Regular testing helps you stay ahead of the competition.<\/p>\n\n\n\n<p>But what do you test? Let\u2019s find out.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/insights\/36-tests\/\">Improve Online Revenue with These 36 Tests<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"13 Ecommerce Conversion Optimization Case Studies: Get Ideas for A\/B Tests\u2028 (opens in a new tab)\" href=\"https:\/\/blog.optimizely.com\/2015\/06\/04\/ecommerce-conversion-optimization-case-studies\/\" target=\"_blank\">13 Ecommerce Conversion Optimization Case Studies: Get Ideas for A\/B Tests<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"7 Conversion Optimization Experiments You Should Steal and Implement\u2028 (opens in a new tab)\" href=\"https:\/\/www.experimentengine.com\/blog\/2015\/03\/10\/7-ab-testing-ideas-to-steal-for-your-next-e-commerce-conversion-experiment\/\" target=\"_blank\">7 Conversion Optimization Experiments You Should Steal and Implement<\/a><\/li><li><a href=\"https:\/\/blog.crazyegg.com\/2012\/06\/27\/checklist-10-elements-every-ecommerce-website-should-conversion-test\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"No More Frustration: Here are 10 Elements Ecommerce Sites Should Always Test (opens in a new tab)\">No More Frustration: Here are 10 Elements Ecommerce Sites Should Always Test<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter9.png\" alt=\"chapter9\" class=\"wp-image-4678\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter9.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter9-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter9-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter9-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter9-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter9-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Chapter 9<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">These Tools Make CRO Work Easier and More Effective<\/h4>\n\n\n\n<p>You can speed up your conversion rate optimization process and get more from your efforts by finding and using the right tools.<\/p>\n\n\n\n<p>To do that, you don\u2019t need to look any further than right here.<\/p>\n\n\n\n<p>The links below unveil the best CRO tools anywhere. They cover the process from beginning to end.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Tools You Need for Testing and Optimizing Conversions \u2013 The Big List\u2028 (opens in a new tab)\" href=\"https:\/\/qualaroo.com\/beginners-guide-to-cro\/tools-to-test-and-optimize-conversion\/\" target=\"_blank\">Tools You Need for Testing and Optimizing Conversions \u2013 The Big List<\/a><\/li><li><a href=\"https:\/\/thegood.com\/insights\/how-to-drive-conversions-with-heatmaps\/\">Drive Conversions with Heatmaps<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"8 Tools for Finding and Connecting with Your High-Potential Prospects\u2028 (opens in a new tab)\" href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/34197\/8-Useful-Tools-for-Identifying-and-Connecting-With-Prospects\" target=\"_blank\">8 Tools for Finding and Connecting with Your High-Potential Prospects<\/a><\/li><li><a href=\"https:\/\/medium.com\/conversion-rate-optimization-cro\/32-tools-for-conversion-rate-optimization-3d590ceffa2c#.b9rcw6e77\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"32 Tools to Help You Build the CRO Stack and Grow Business (opens in a new tab)\">32 Tools to Help You Build the CRO Stack and Grow Business<\/a><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img decoding=\"async\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter10.png\" alt=\"chapter10\" class=\"wp-image-4677\" width=\"63\" height=\"63\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/chapter10.png 250w, https:\/\/thegood.com\/wp-content\/uploads\/chapter10-150x150.png 150w, https:\/\/thegood.com\/wp-content\/uploads\/chapter10-24x24.png 24w, https:\/\/thegood.com\/wp-content\/uploads\/chapter10-48x48.png 48w, https:\/\/thegood.com\/wp-content\/uploads\/chapter10-96x96.png 96w, https:\/\/thegood.com\/wp-content\/uploads\/chapter10-100x100.png 100w\" sizes=\"(max-width: 63px) 100vw, 63px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">CHAPTER 10<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Hooked on the Benefits of CRO?  Here\u2019s Where to Learn More<\/h4>\n\n\n\n<p>Once you prove the value of conversion rate optimization tools and techniques, you may want to dig deeper into the discipline.<\/p>\n\n\n\n<p>Perhaps no other pursuit has the ability to affect bottom line success quicker or more directly than CRO.<\/p>\n\n\n\n<p>Here are some suggestions on how to get started.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a href=\"https:\/\/thegood.com\/stuck-score\/\">Score Your Site to Uncover the Gaps in Your Conversion Path<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"13 Conversion Rate Optimization Podcasts to Grow Your Knowledge\u2028 (opens in a new tab)\" href=\"http:\/\/thinksem.com\/blog\/13-optimization-podcasts-you-should-be-listening-to\/\" target=\"_blank\">13 Conversion Rate Optimization Podcasts to Grow Your Knowledge<\/a><\/li><li><a rel=\"noreferrer noopener\" aria-label=\"The Complete Beginner\u2019s Guide to CRO: An Excellent Place to Begin\u2028 (opens in a new tab)\" href=\"https:\/\/qualaroo.com\/beginners-guide-to-cro\/tools-to-test-and-optimize-conversion\/\" target=\"_blank\">The Complete Beginner\u2019s Guide to CRO: An Excellent Place to Begin<\/a><\/li><li><a href=\"https:\/\/blog.crazyegg.com\/2015\/11\/12\/learn-cro-visually\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Learn CRO Visually with These Conversion Optimization Infographics (opens in a new tab)\">Learn CRO Visually with These Conversion Optimization Infographics<\/a><\/li><\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Do you know how well your site converts? Evaluate your site and learn what your barriers are to conversion.<\/h4>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background has-main-blue-background-color no-border-radius\" href=\"\/landing-page-assessment\/\">Evaluate your site<\/a><\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>Conversion Rate Optimization Essentials: The Master Guide Did you know it\u2019s possible to get tons of traffic to your website, but still go broke? A steady stream of visitors and excellent products or services to offer them are two critical parts of selling online, but there\u2019s a third: you must set up an effective system [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":89771,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":[],"footnotes":""},"class_list":["post-4602","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",934,618,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-150x150.jpeg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-300x199.jpeg",300,199,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-768x508.jpeg",768,508,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",934,618,false],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",934,618,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",934,618,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-380x215.jpeg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-760x430.jpeg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-600x397.jpeg",600,397,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",113,75,false],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",300,199,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",400,265,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1.jpeg",600,397,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-24x24.jpeg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-48x48.jpeg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-96x96.jpeg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-150x150.jpeg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/segmentation-1-300x300.jpeg",300,300,true]},"post_excerpt_stackable_v2":"<p>Conversion Rate Optimization Essentials: The Master Guide Did you know it\u2019s possible to get tons of traffic to your website, but still go broke? A steady stream of visitors and excellent products or services to offer them are two critical parts of selling online, but there\u2019s a third: you must set up an effective system to convert traffic into customers or clients. If you want to convert visitors to sales or leads, then conversion rate optimization is an essential component of your marketing strategy. The Principle is Simple, but the Solution Can Seem Complex Your conversion rate is the percentage&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"David Hoos","url":"https:\/\/thegood.com\/author\/davidhoos\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conversion Rate Optimization Essentials: The Master Guide - The Good<\/title>\n<meta name=\"description\" content=\"If you want to convert visitors to sales or leads, then conversion rate optimization is an essential component of your marketing strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/conversion-rate-optimization-essentials\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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