{"id":99227,"date":"2022-05-24T08:44:28","date_gmt":"2022-05-24T15:44:28","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=99227"},"modified":"2022-05-24T12:07:48","modified_gmt":"2022-05-24T19:07:48","slug":"cro-marketing","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/cro-marketing\/","title":{"rendered":"CRO Marketing: How It Fits Into Your Growth Strategy &#038; 5 Steps to Get Started"},"content":{"rendered":"\n<div class=\"wp-block-thegood-key-takeaways c-key-takeaways\"><div class=\"c-key-takeaways__header\"><h3 class=\"c-key-takeaways__title\">Key Takeaways<\/h3><p class=\"c-key-takeaways__description\">By the end of this article, you should have the knowledge and resources to \u201ccheck the box\u201d in these areas\u2026<\/p><\/div><ul class=\"c-key-takeaways__list\"><li>Learn what conversion rate is and how to calculate yours&nbsp;<\/li><li>How to start a CRO practice at your brand today<\/li><li>Why <a href=\"https:\/\/thegood.com\/insights\/inbound-marketing-advertising-cro\/\">CRO is an integral part of your marketing<\/a> strategy<\/li><\/ul><\/div>\n\n\n\n<p>There\u2019s a certain thrill in driving tons of traffic to your site, but if it doesn\u2019t translate into sales, you\u2019re doing something wrong.&nbsp;<\/p>\n\n\n\n<p>In fact, driving traffic is only part of the battle. The challenge really comes when you want to make the most of the traffic you already have\u2013doing this (a.k.a. optimizing your conversion rate) can quickly turn qualified leads into customers and create long-term, sustainable growth.&nbsp;<\/p>\n\n\n\n<p>The less work you have to do to push skeptical shoppers to purchase, the better. As a result, conversion rate optimization or CRO marketing should be an integral part of your overall marketing and general business strategy if you want to maximize traffic, generate more sales, and lower your costs.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-is-cro-marketing\"><strong>What is CRO marketing?&nbsp;<\/strong><\/h2>\n\n\n\n<p>CRO marketing, typically referred to as conversion rate optimization, specifically focuses on increasing on-site conversions. The aim is to remove barriers from the sales path and create a frictionless buyer\u2019s journey that customers slide effortlessly through.&nbsp;<\/p>\n\n\n\n<p>Simply increasing your conversion rate by one or two percentage points can make a huge difference to your revenue, and CRO marketing helps you identify where those tweaks can be made.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-calculate-your-conversion-rate\"><strong>How to calculate your conversion rate&nbsp;<\/strong><\/h2>\n\n\n\n<p>Before you start your conversion optimization journey, it\u2019s good to have an understanding of your conversion rate so you know what exactly you\u2019re looking to improve. There\u2019s a simple formula for working out your overall conversion rate:&nbsp;<\/p>\n\n\n\n<p><strong>Number of conversions \/ number of visitors x 100 = conversion rate<\/strong><\/p>\n\n\n\n<p>For example, if you have 25,000 visitors over a one month period and 650 people become customers, your conversion rate would be 2.6% (650 \/ 25,000 x 100 = 2.6). You can run this formula for individual landing pages and product pages, too.&nbsp;<\/p>\n\n\n\n<p>While most <a href=\"https:\/\/thegood.com\/insights\/online-sizing-chart\/\">ecommerce platforms will show your site\u2019s conversion<\/a> on the analytics dashboard, it\u2019s always good to check the reporting using your own math with the formula above and original sources like Google Analytics or payment data.&nbsp;<\/p>\n\n\n\n<p>Additionally, it\u2019s important to keep an eye on different time horizons when analyzing your conversion rate. For example, your conversion rate during holiday months or &#8220;in-season&#8221; period could be way higher than the rest of the year. Your conversion rate could be way down over the last 90 days, but looking at an average of the last 12 months might eliminate the &#8220;doomsday&#8221; concern. Conversion rates should always be assessed in context.<\/p>\n\n\n\n<p>Now, what kind of ROI can you expect from increasing your conversion rate? As illustrated in our <a href=\"https:\/\/thegood.com\/calculators\/roi-conversion\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRO calculator<\/a>, improving that number incrementally can make a huge difference,:&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"687\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-344-1024x687.png\" alt=\"cro marketing calculator screenshot\" class=\"wp-image-99229\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-344-1024x687.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-300x201.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-768x515.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-1536x1030.png 1536w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-610x409.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-600x402.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-344-112x75.png 112w, https:\/\/thegood.com\/wp-content\/uploads\/image-344.png 1542w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Increasing your conversion rate by 1.5% can generate over $13,000 extra each month. This figure can be amplified even more by <a href=\"https:\/\/thegood.com\/insights\/cro-best-practices\/\">working on a dedicated CRO<\/a> program and focusing on a marketing strategy that favors conversions.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-get-started-with-your-cro-strategy\"><strong>How to get started with your CRO strategy&nbsp;<\/strong><\/h2>\n\n\n\n<p>It can be tempting to jump right into editing your website and going all gung-ho with optimization, but what works for one site won\u2019t work for another.&nbsp;<\/p>\n\n\n\n<p>You can jump in and &#8220;follow your gut&#8221; or blindly apply &#8220;best practices,&#8221; but that typically does more harm than good. Even if it works, it will only get you so far, which is why we often say best practices are the fastest path to mediocrity.<\/p>\n\n\n\n<p>Instead, we recommend taking an approach of &#8220;diagnose, then prescribe.&#8221; We\u2019re advocates for really honing in on <em>your <\/em>website and what <em>your <\/em>visitors want and need to feel comfortable enough to make it all the way to checkout.&nbsp;<\/p>\n\n\n\n<p>If you showed up in the doctor&#8217;s office with chest pain, you wouldn&#8217;t want them to wheel you directly to the surgery center for an open heart procedure. Instead, you&#8217;d hope they would ask some thoughtful questions about your diet, your exercise habits, your family history, your stress levels, the exact severity\/location of your pain, and so on&#8230;<\/p>\n\n\n\n<p>Doing so would probably lead to something much more reasonable, like blood pressure medication or even some pepto bismol!<\/p>\n\n\n\n<p>Here are the steps we recommend taking to get started the <em>right way <\/em>with CRO.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-analyze-your-conversion-funnel\"><strong>1. Analyze your conversion funnel<\/strong><\/h3>\n\n\n\n<p>The first major step is identifying any potential sticking points in your <a href=\"https:\/\/thegood.com\/insights\/ecommerce-conversion-funnel-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">conversion funnel<\/a>. Think of it as a step-by-step journey and track how many people land on your site, then the percentage of those who go on to add a product to their, then the percentage of those who go on to the checkout, and finally the percentage who actually make a purchase.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1024\" height=\"521\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/image-345-1024x521.png\" alt=\"behavior flow cro marketing\" class=\"wp-image-99230\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/image-345-1024x521.png 1024w, https:\/\/thegood.com\/wp-content\/uploads\/image-345-300x153.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/image-345-768x391.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/image-345-610x310.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/image-345-600x305.png 600w, https:\/\/thegood.com\/wp-content\/uploads\/image-345-147x75.png 147w, https:\/\/thegood.com\/wp-content\/uploads\/image-345.png 1382w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p>Dig into your analytics to find out where shoppers are dropping off (check your bounce rate), which pages get the most traffic, and where your conversion rate is the lowest.<\/p>\n\n\n\n<p>Understanding these numbers will help you spot parts of the funnel that could do with some improvement\u2013maybe your checkout form is too long and confusing, or maybe it\u2019s not clear how customers can add a product to their cart.<\/p>\n\n\n\n<p>You need a birds-eye-view of every part of the funnel before you can start honing in on specific areas with the goal of improving conversions.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-set-conversion-goals\"><strong>2. Set conversion goals&nbsp;<\/strong><\/h3>\n\n\n\n<p>When we say \u201cset conversion goals\u201d, we don\u2019t mean pulling percentages out of thin air without data to back them up. Or defaulting to &#8220;industry averages&#8221; or &#8220;benchmarks&#8221; that have no context for your audience, your product, your pricing, or your operational efforts built in. For example, don\u2019t say you \u201cwant 50 more conversions from a webpage\u201d. Instead, say you want to generate 50 more conversions for every 5,000 people who visit.&nbsp;<\/p>\n\n\n\n<p>As well as your overall conversion rate, you can set a couple of other conversion goals:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Number of Net New Customers: <\/strong>divide your net revenue goal by your average sales price to determine how many new customers you need to convert each month&nbsp;<\/li><li><strong>Lead Goal:<\/strong> divide the number of new customers by your lead-to-customer close rate to figure out how many new leads you need to get each month to hit your conversion goal&nbsp;&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9{max-width:1500px !important;margin-top:30px !important;margin-bottom:30px !important}.stk-c842da9-column{max-width:941px !important}@media screen and (max-width:767px){.stk-c842da9{--stk-col-order-1:2 !important;--stk-col-order-2:1 !important}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important}.stk-8993c44{margin-top:0px !important}.stk-8993c44-container:before{background-color:#c3ddf0 !important}@media screen and (max-width:1023px){.stk-8993c44-container{padding-bottom:60px !important}}@media screen and (max-width:767px){.stk-8993c44-container{padding-bottom:60px !important}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3{margin-bottom:12px !important}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important}@media screen and (max-width:1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important}}@media screen and (max-width:767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae{margin-bottom:20px !important}.stk-30f99ae .stk-block-text__text{color:#ffffff !important}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox every week.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768320428000-2512366905\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768320428000-2512366905\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-tap-into-qualitative-and-quantitative-data\"><strong>3. Tap into qualitative AND quantitative data<\/strong><\/h3>\n\n\n\n<p>We mentioned mining your Google Analytics for key insights earlier, but if you want to create a robust CRO strategy that touches on every part of your conversion funnel, it\u2019s important to combine both qualitative and quantitative data.<\/p>\n\n\n\n<p>For example, your metrics can show you <em>where <\/em>shoppers are dropping off, but it doesn\u2019t tell you <em>why.&nbsp;<\/em><\/p>\n\n\n\n<p>To know this, you need to use qualitative data methods, like surveys, user testing, or heatmapping to figure out where the actual sticking points are. Getting first-hand feedback from real people provides context to the numbers and can help you plan your CRO marketing strategy moving forward.&nbsp;<\/p>\n\n\n\n<p>Outdoor lifestyle brand Snow Peak found this out the hard way. It was spending a large sum of money <a href=\"https:\/\/thegood.com\/insights\/webinar-optimization-for-active-agers\/\">driving traffic to the site but wasn\u2019t seeing a high ROI or a particularly good conversion<\/a> rate for the amount of traffic it was getting.&nbsp;<\/p>\n\n\n\n<p>While implementing our Conversion Growth Program\u2122, we quickly identified that customers were getting frustrated with \u201cOut of Stock\u201d notices. It was leading to high bounce rates, desertion rates, and abandoned carts. We put a simple element in place that let customers be notified when a product was back in stock, which resulted in a yearly revenue increase of 149%.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-identify-potential-tests-to-run\"><strong>4. Identify potential tests to run&nbsp;<\/strong><\/h3>\n\n\n\n<p>Testing will make up a huge chunk of your CRO strategy. With the data sources you have, you can start to paint a picture of what your customers truly want. Set up the initial tests you want to run\u2013for example, if you\u2019ve spotted that your checkout form is causing drop-offs because it\u2019s too lengthy, try testing a shorter form and see how that affects your conversion rates.<\/p>\n\n\n\n<p>You don\u2019t need to run all your tests immediately. In fact, when you&#8217;re just getting started, you should never run more than one test on a given page, because you run the risk of having your results be influenced by multiple variables, so you&#8217;ll never truly know what&#8217;s working.&nbsp;<\/p>\n\n\n\n<p>Instead, take this opportunity to <em>identify <\/em>potential tests you can run. Create a list of \u201cto-do tests\u201d based on qualitative and quantitative data, which will then go into your CRO workflow.&nbsp;<\/p>\n\n\n\n<p>When Xerox came to us with conversion and site abandonment problems, we quickly identified usability challenges across the site. To address these, we developed a testing roadmap that meant we could optimize the most challenging areas. Then, we launched a series of A\/B and multivariate tests through our ongoing Conversion Growth Program\u2122 that led to <a href=\"https:\/\/thegood.com\/case-study-xerox\/\" target=\"_blank\" rel=\"noreferrer noopener\">86.7% growth in conversions for returning visitors.<\/a><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"934\" height=\"601\" src=\"https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2.png\" alt=\"xerox\" class=\"wp-image-82121\" srcset=\"https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2.png 934w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-300x193.png 300w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-768x494.png 768w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-610x393.png 610w, https:\/\/thegood.com\/wp-content\/uploads\/Xerox-2-100x64.png 100w\" sizes=\"(max-width: 934px) 100vw, 934px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-create-a-strategy-or-cro-workflow\"><strong>5. Create a strategy or CRO workflow&nbsp;<\/strong><\/h3>\n\n\n\n<p>Conversion optimization is an ongoing process and one that never ends (because, let\u2019s face it, it\u2019s impossible to reach a perfect 100% conversion rate). The idea behind CRO marketing is that you\u2019re constantly inching towards higher conversion rates with regular tests, tweaks, and tracking.&nbsp;<\/p>\n\n\n\n<p>Once you\u2019ve figured out the sticking points in your conversion funnel and have outlined several tests you can start with, make sure you plot time to measure your results and then create new hypotheses based on them.&nbsp;<\/p>\n\n\n\n<p>Ideally, you should document the CRO workflow in a project management tool like Asana or Airtable. We recommend you keep a backlog of testing ideas and also track your active tests through the stages of brainstorming, development, analysis, and reporting. This way, you\u2019re constantly reminded to not just test optimizations but also regularly review them and use them to inform broader decision making.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-integrate-a-cro-team-to-improve-your-results\"><strong>How to integrate a CRO team to improve your results&nbsp;<\/strong><\/h2>\n\n\n\n<p>CRO is such an integral part of ecommerce, but plenty of brands put it on the backburner in favor of driving traffic or splashing cash on low-performing ad campaigns. And, when they do remember to focus on conversion rate, they simply add a CTA to several pages and call it done.&nbsp;<\/p>\n\n\n\n<p>The proof really is in the numbers, though\u2013simple tweaks here and there can have a dramatic impact on your bottom line, which is why it can be hugely beneficial to have a dedicated CRO marketing team working solidly on your conversion marketing.&nbsp;<\/p>\n\n\n\n<p>There are two ways you can do this:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-hire-an-internal-team\"><strong>1. Hire an internal team<\/strong><\/h3>\n\n\n\n<p>Build your own in-house team of CRO experts. This can be a great way to drive results from the inside and work with people who know your brand inside out, but it can be costly hiring an entire new team especially if you\u2019re a small business or just starting out.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-work-with-a-dedicated-cro-agency\"><strong>2. Work with a dedicated CRO agency&nbsp;<\/strong><\/h3>\n\n\n\n<p>The alternative is teaming up with an experienced CRO agency. This gives you access to seasoned professionals who know the ins and outs of conversion rate optimization and can dedicate their time and energy to improving your results while you and your internal team focus on other parts of business.&nbsp;<\/p>\n\n\n\n<p>When you work with an external team you often get access to a suite of CRO tools that might be very costly for you to get on your own, plus you have a direct line to industry experts who constantly have their finger on the CRO pulse.<\/p>\n\n\n\n<p>If you <em>do <\/em>decide to go it alone, these are just some of the tools you\u2019ll need to get started.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Google Analytics: <\/strong>get cold, hard data for your website, from the number of sessions and visitors, to your bounce rate and key drop-off points<\/li><li><strong>Mouse tracking and <\/strong><a href=\"https:\/\/www.hotjar.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>heat map tools<\/strong><\/a><strong>: <\/strong>see exactly where website visitors go on a page to identify the most important elements&nbsp;<\/li><li><a href=\"http:\/\/userinput.io\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>User testing tools<\/strong><\/a><strong>:<\/strong> find out what real people think about your website by watching over their shoulder as they navigate through the conversion funnel&nbsp;<\/li><li><a href=\"https:\/\/thegood.com\/insights\/ab-test-design\/\">A\/B testing tools: make it easy to automate A\/B tests and dig into the results<\/a> with a dedicated testing tool&nbsp;<\/li><li><strong>Survey tools:<\/strong> ask visitors what they think about your site through automated pop-ups that are triggered as they browse&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-cro-fits-into-your-broader-marketing-strategy\"><strong>How CRO fits into your broader marketing strategy<\/strong><\/h2>\n\n\n\n<p>CRO marketing helps bolster a range of different marketing tactics, from email marketing and paid campaigns to search engine optimization (SEO) and social media marketing.&nbsp;<\/p>\n\n\n\n<p>Think about it: all of those marketing efforts are concerned with driving traffic to your site, boosting brand awareness, and retaining customers, but if people land on your site and don\u2019t convert, those efforts have pretty much gone to waste.&nbsp;<\/p>\n\n\n\n<p>Take SEO, for example.&nbsp;<\/p>\n\n\n\n<p>It\u2019s a common misconception that CRO comes after SEO\u2013we see a lot of clients get their SEO set, but panic that they\u2019re not ready for a CRO strategy because they don\u2019t want to mess up what they\u2019ve already achieved with SEO. In actual fact, CRO works well in tandem with SEO. Google <em>wants <\/em>you to run tests on your site, because a better customer experience means a better overall user experience for Google users.&nbsp;<\/p>\n\n\n\n<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless=\"\" src=\"https:\/\/share.transistor.fm\/e\/801d25f9\"><\/iframe>\n\n\n\n<p><\/p>\n\n\n\n<p>And your <a href=\"https:\/\/thegood.com\/insights\/how-combining-seo-and-cro-efforts-drives-great-results\/\">CRO efforts don\u2019t just complement your SEO<\/a> efforts, they\u2019re integral to them. Sure, your site might show up high in the search results because you\u2019ve done a great job with SEO, but if visitors aren\u2019t turning into customers, what\u2019s the point?&nbsp;<\/p>\n\n\n\n<p>The ultimate goal should be to drive website traffic with a solid SEO strategy (or any other marketing strategy, for that matter) and then convert visitors with a really robust and data-driven CRO program.<\/p>\n\n\n\n<p>Driving traffic is great, but you need to convert those visitors to actually run your business and create sustainable growth. Marketing isn\u2019t worth much at all with CRO, which is why it\u2019s not an either\/or situation, it\u2019s a must-have, integral part of your overall strategy.&nbsp;<\/p>\n\n\n\n<p>To continue learning about conversion rate optimization and actionable tips for how to get started, take a look at <a href=\"https:\/\/thegood.com\/opting-in-to-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Opting In To Optimization.<\/em><\/a> In the book, The Good\u2019s founder packages more than a decade of knowledge and experience into just a handful of immutable laws that can help savvy brands convert more visitors into buyers.<\/p>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":53,"featured_media":99242,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Learn how to get started with a conversion rate optimization program and where CRO fits into your overall marketing strategy."]},"insight-category":[32],"insight-tag":[7006,7004],"class_list":["post-99227","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-customer-acquisition","insight-tag-ecommerce","insight-tag-marketing"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",1200,800,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",1200,800,false],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",1200,800,false],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-113x75.jpg",113,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",300,200,false],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",400,267,false],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087.jpg",600,400,false],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-pixabay-265087-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>Key TakeawaysBy the end of this article, you should have the knowledge and resources to \u201ccheck the box\u201d in these areas\u2026Learn what conversion rate is and how to calculate yours&nbsp;How to start a CRO practice at your brand todayWhy CRO is an integral part of your marketing strategy There\u2019s a certain thrill in driving tons of traffic to your site, but if it doesn\u2019t translate into sales, you\u2019re doing something wrong.&nbsp; In fact, driving traffic is only part of the battle. The challenge really comes when you want to make the most of the traffic you already have\u2013doing this (a.k.a.&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"James Sowers","url":"https:\/\/thegood.com\/author\/james-sowers\/"},"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>CRO Marketing: 5 Steps to Get Started &amp; How CRO Works With Marketing<\/title>\n<meta name=\"description\" content=\"Learn how to get started with a conversion rate optimization program and where CRO fits into your overall 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\/insights\/cro-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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