What Is the Relationship Between CRO and Web Personalization?

Conversion Rate Optimization (CRO) is probably the most relevant metric you are going to have to keep track of when your business is operating online. In this article, we look at the relationship between CRO and web personalization.

SEO and SEM are marketing efforts aimed at sending more traffic to your site. In contrast, CRO is all about getting more website visitors to take action – without necessarily increasing traffic. CRO is about getting more out of existing traffic rather than attracting new visitors.

There is a wide range of conversion rates, with average sites seeing about 1% to 3% conversions, while top-performing sites can see up to 9% conversions. So, it is obvious that there is a lot of room for improvement. For example:

  • Lead collection (0.4%-2%).
  • eCommerce conversion (% of people who bought something).
  • 1-2%, content recommendation (2-5%).

The goal of CRO could be a purchase, newsletter sign-up, sharing a post, or a response to a call to action.

Conversion optimization requires technical tactics involving website metrics and integration with your existing sales funnel.

 

Basic CRO Before Web Personalization

However, before you start your website personalization process, it is important to develop some basic Web CRO checks:

  • Is your website mobile-friendly? There is little point in going through the effort of delivering the right message if audiences see large areas of white space or misaligned images when they use mobile devices.
  • Does your website render in under two seconds? After all, there are only 15 seconds to convince a visitor that you have the right product or service, so wasting a large chunk of that time on waiting is not going to help the situation.
  • Do you have a clear Call to Action? Regardless of the action you want the visitor to take, or the landing page you want them to end up on, both should be crystal clear.
  • Is the page laid out in a visually pleasing way, with clear headings to separate the sections?

 

How Web Personalization Improves CRO

Website personalization is a part of the CRO process but extends beyond basic CRO into building customer relationships.

Personalization can increase trust in your brand and lead to better customer service interactions, it is the connection between your product or service and the customer.

Website personalization affects the User Experience and will improve your conversion rates. It also includes the following benefits:

  • It displays what your customer needs without using a lengthy search on the website to find out exactly what they want.
  • It speeds up the sales cycle by providing higher-quality UX information from the start.
  • It introduces trust to the customer-vendor relationship.
  • It adds a sense of professionalism to your brand.
  • It increases user engagement on the website.
  • It improves brand awareness.
  • It Improves customer retention significantly.
  • It makes the conversion optimization process easier.

Web personalization can reduce acquisition costs by up to 50% and save 10-30% on marketing investments.

According to a recent study, in fact, some marketers who use advanced personalization have reported a $20 return on every $1 they invest.

 

Marketing Technology Tools

You will need to use a range of complementary sales and marketing tools for your CRO. Conversion optimization requires technical tactics involving website metrics and integration with your existing sales funnel.

You will need a combination of marketing automation tools, A/B testing software, visual search tools, social media integration, retargeting tools, and web personalization software.

Personalization is all about taking what you know about your customers and using the tech tools to leverage that information, and turn it into profit.

 

Relationship Between CRO and Web Personalization

Website Personalization is not just about using your customers' name or birthday in targeted emails. The trick is to make sure you get the appropriate products and services in front of the appropriate customers. To do that, you can utilize the user's search history, past purchases, geo-location and the content they showed interest in. Cookies and customer profiling are all important in this area, and the right personalization tool will put all the relevant data to use.

You can even use self-segmentation. This is a combination of web customization and web personalization. Simply pose a few quick questions when a visitor enters the site to establish who they are and what they are looking for.

With Web Personalization, you can take a web experience and improve it to that degree, that both engagement and conversion end up skyrocketing. Zoom Engage can tailor the experiences that are highly relevant to an audience, highly targeted by cookie, location, device, and interest to increase the performance of the website by making its relevance more apparent to those who view it.

Knowing all this, Zoom Engage can tailor your audience's UX to their particular needs like no other sales partner. Personalization with ZE is laser-targeted and leverages cookies, geolocation, and users'  interests to increase your website's performance by improving its relevance to specific viewers.

 
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