转换率优化的初学者指南（CRO）

Today, most marketing teams are focused on driving traffic toward websites in hopes that this traffic then converts into qualified leads for sale reps to close. The cycle continues and business grows.

Although this is an oversimplified look at the standard marketing playbook, it's relevant to most businesses and marketing teams.

But there's something missing — a tactic that few marketing teams focus on, yet one that propels the companies that do toward long-term, sustainable success and growth: Getting more out of现存的流量和线索（与全新的流量相比）。

这就是转化率优化（CRO）的地方。

在本指南中，您将了解CRO的力量，为什么您的企业应该专注于提高转化率以及如何开始。

What is a conversion rate?

A conversion rate is the percentage of visitors who complete a desired action (in other words, convert). For instance, a desired action may be completing a web form, signing up for a service, or purchasing a product.

转换率是calculated通过将转换数量除以您的访问者数量，并将该数量乘以100以获取百分比。

转化率优化，或CRO是增强您的网站和内容以增强转化的过程。高转换率意味着您的网站精心设计，有效地格式化并吸引了目标受众。

优化转化的过程使您可以增加高度合格的潜在客户，增加收入，降低收购成本，从当前的潜在客户和客户中获得更高的价值，并且简单地，grow better。

转换可能会在您的网站上进行（例如主页，定价页面，博客，着陆页等）。作为一家企业，您希望您的网站以将网站访问者转换为付费客户的方式。在网站的这些领域中，您必须优化每个位置以进行转换。

How Websites Benefit From CRO

Here are four areas of your website that have the potential to largely benefit from conversion rate optimization.

1.首页

家pages are prime candidates for CRO. In addition to making a first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them further into your website.

You can do this by emphasizing links to product information, offering a free signup button, or even incorporating achatbotthat solicits questions from visitors at any point during their browsing experience.

2.定价页面

网站的定价页面可能是许多网站访问者的确定点。CRO可以通过修改定价间隔（例如，每年价格与每月价格）来帮助访问者将访问者转换为客户，描述了与每个价格相关的产品功能，并包括一个电话号码供访问者致电价格报价。

3. Blog

博客是网站的巨大转换机会。除了发布有关您行业的周到且有用的内容外，博客还可以使用CRO将读者转换为潜在客户。

此过程通常包括在整个文章中添加呼叫行动（CTA），或通过提交电子邮件地址来换取电子书或行业报告，邀请读者了解有关主题的更多信息。

4.着陆页

着陆页固有的设计供人们采取行动。例如，可以通过去年活动的视频来优化活动登陆页面，以鼓励今年访客注册。而且，如果使用着陆页与访问者共享免费资源，则可以通过该资源的预览内容对其进行优化，以鼓励访问者下载它。

Now that you know where you can optimize for conversions, you may be wondering how you know when your business is ready to start the process.

When is CRO right for your business?

简而言之，如果您的业务吸引了网站访问者，则应考虑CRO。这是因为，无论您的公司成熟程度或大型，您都希望将访客转换为合格的潜在客户，客户和品牌拥护者，并且您想以最有效，有raybet电子竞技影响力和可靠的方式这样做。

With the process of conversion rate optimization, you'll get more out of your现存的网站流量在确保您定位的同时合格的铅。

Although this is a straightforward concept, setting a conversion goal isn't as easy as saying, "This page converted 50 people this month, so we want to convert 100 people next month."

You don't just want 50 more conversions from a webpage. Instead, you want 50 more conversions for every X amount of people who visit it. (This is your conversion rate — thepercentageof people who convert on your website based on how many people have touched it).

提供一个更好的理解你sta的地方nd at any point in time in regards to conversion rate, here arethree commonly-used formulasyour business can use to understand, analyze, and improve.

CRO计算1：转换率

如前所述，要计算转换率，您必须将转换数量（或生成的潜在客户）除以您的访问者数量（或网络流量），然后将该数量乘以100以获得百分比。

引线生成÷网站流量x 100 =转换率％

CRO计算2：净新客户数量

为了计算新客户净净值的数量，您需要将净收入目标除以平均销售价格。

新的收入目标÷平均销售价格=新客户的数量

CRO计算3：领先目标

最后，计算您的领先目标，将您的新客户数量除以您的潜在客户到客户的近距离率（这是您的潜在客户总数除以客户总数）。

Number of New Customers ÷ Lead-to-Customer Close Rate % = Lead Goal

这是这些行动中这些公式的示例：

If your website has 10,000 visitors per month that generate 100 leads — and subsequently, 10 customers each month — the website visitor-to-lead conversion rate would be 1%.

如果您想每月产生20个客户怎么办？

You could try to get 20,000 visitors to your website and hope that the quality of your traffic doesn't decrease — although, that's a risk you'll likely want to avoid. Rather, you couldobtain more leads from your现存的通过优化转换率来流量。This is less risky and is more likely to produce better results for your bottom line.

For instance,if you increase your conversion rate from 1% to 2%, you'd double your leads and your customers。下表是证明这一点 - 您可以看到增加网站转换率的积极影响：

注意剧烈的increases in number of leads generated and net new customers when you boost your conversion rate。

不仅如此，而且很明显产生更多网站流量isn'tnecessarily the right approach试图提高转化率时— in fact, this chart shows you that you can grow your business substantially without increasing traffic at all.

Hard to believe? Think about this way: Pretend you were trying to fill up a leaky bucket. If you pour more water into the bucket, you won't fix the root cause of the issue — instead, you'll end up with a lot of water that's wasted (not to mention, a bucket that will never fill up all the way).

您准备好在公司迈出CRO的第一步吗？raybet电子竞技查看下面的策略并开始实验。

CRO营销策略尝试

Here are some applicable conversion rate optimization marketing strategies to test and implement at your company.

1. Create text-based CTAs within blog posts.

虽然最好在S博客文章中加入CTA，但他们有时不会吸引访客参加您所需的行动方案。

Banner blindnessis a real phenomenon related to people becoming accustomed to ignoring banner-like information on websites. This lack of attention coupled with the fact site visitors don't always read all the way to the bottom of a blog post (rather, they "snack” on content), means a different approach is required.

这就是基于文本的CTA派上用场的地方。在Hubspot，我们跑了test with text-based CTAs- 独立的文本线链接到着陆页并将其设计为H3或H4，以查看它们是否将更多的流量转换为潜在客户，而不是位于网页底部的常规CTA。

In HubSpot's limited test of 10 blog posts, regular end-of-post banner CTAs contributed an average of just 6% of leads that the blog posts generated, whereas up to 93% of a post's leads came from the anchor-text CTA alone.

2.在您的博客上添加线索流。

A铅流is another conversion rate optimization element you can include on your site.Lead flowsare high-converting pop-ups designed to attract attention and offer value.

您可以根据您的报价从滑入式盒子，下拉横幅或弹出箱中进行选择。我们在HubSpot博客上尝试了Slide-in Box，它的点击率比在博客文章底部的常规CTA提高了192％，提交率高于27％。

3. Run tests on your landing pages.

着陆页是现代营销商工具包的重要组成部分，如前所述，转换率优化不可或缺。

That's because a landing page is where a website visitor becomes a lead or an existing lead engages more deeply with your brand. To optimize a landing page, runA/B测试为观众确定您的最佳设计和内容功能。

例如，A/B testingyou can quickly and easily test different versions of your website copy, content offers, images, form questions, andweb pages确定您的目标受众和领导者对最佳反应。

Get everything you need to start effectively A/B Testing your website today.

4. Help leads to immediately become a marketing-qualified lead.

有时，访客想开始营业，跳过典型买家的一部分旅程，并立即与销售代表交谈（而不是培养）。

您应该鼓励采取特定的行动营销合格的潜在客户（MQLS）- 他们可以通过精心设计的网页，引人注目和清晰的副本以及智能CTA。

例如，在HubSpot，我们发现，与注册免费产品试验的访客相比，以更高的访问者的价格注册产品演示的访客。因此，我们优化了我们的网站，转换路径for people booking demos or meetings with a sales rep.

诚然，这取决于您的产品和销售过程，但是我们最好的建议是进行一系列测试，以找出产生最多客户的原因。然后，为该过程进行优化。这里的关键是寻找从销售过程中删除摩擦的方法。

5.建立工作流程以启用您的团队。

There are a number ofautomated workflows您可以在借助marketing automation software。

For example, withmarketing automation, it's possible to sendautomatic emails with workflows。然后，铅可以与代表进行一次单击预订会议。同时，当潜在客户采取高意见措施（例如查看网站上的定价页面）时，代表会收到通知。或者，如果您在电子商务工作，则可以向放弃购物车的人发送电子邮件。

6.将消息添加到高转换网页中。

Use实时聊天软件雷竞技苹果下载官方版to chat with your website visitors in real-time and offer support and guidance as needed. To increase conversions, add these messaging features to your high-performing web pages — such as your pricing and product pages — so leads get the information they want in real-time.

You can also make your messaging and chat bots action-based. For example, if someone has spent more than a minute on the page, you may want to automatically offer to help and answer any questions they may have (again, a实时聊天工具，像Hubspot一样，使它变得容易）。

7.优化高性能的博客文章。

Again, publishing blog articles opens the door to a big opportunity for conversions. Even more so if you already have existing blog content on your site — in fact, at HubSpot, the majority of our monthly blog views and leads come from posts published over a month ago.

To get startedoptimizing your blog content，确定您的网络流量最高但转换率较低的帖子。（此问题的可能原因可能与SEO, the content offer you are promoting, or your CTA.)

在一个实例中，我们在HubSpot添加了inbound press release template offerto a blog post about press releases — as a result, we saw conversions for that post increase by 240%.

Additionally, look at your blog posts with high conversion rates. You want to drive more qualified website traffic to those posts and you can do so by optimizing the content for the search engine results page (SERP) orupdating it as neededto ensure it's fresh and relevant.

8.利用重新定位来重新参与网站访问者。

It doesn't matter what your key conversion metric is: The cold, hard truth is that most people on your website don't take the action you want them to. By leveraging重新定位， 你可以re-engage people谁离开了您的网站。

Retargeting works by tracking visitors to your website and serving them online ads as they visit other sites around the web. This is particularly impactful when you retarget people who visited your highest-converting web pages.

普通的入站规则仍然适用 - 您需要精心制作的副本，引人入胜的视觉效果以及引人注目的报价来进行重新定位。

(If you're a HubSpot customer, take a look at how theAdRoll integration可以改善您的转化工作。）

现在，让我们谈谈如何从公司开始使用CRO。raybet电子竞技

如何开始转换率优化（CRO）

也许您想知道：“我从哪里开始CRO？”

进入：派框架。Before starting a CRO project, prioritize your efforts by ranking each element onPotential, Importance,和Ease。

使用饼框架来回答下列问题tions for every strategy outlined in the previous section. Then,assign a score between one and 10 (one being the lowest and 10 being the highest) to each strategy。

• How much total improvement can this project offer?
• How valuable will this improvement be?
• 实施这一改进将有多复杂或困难？

分配了每种策略的分数后，将数字加起来并将总数除以三— this gives a score that shows what project will have the greatest impact. Then, work on the projects with the highest scores first.

The PIE framework isn't perfect, but it's easy to understand, systematic, and offers a starting point for CRO collaboration and communication among colleagues.

开始使用CRO

在CRO方面，有许多“最佳实践”，但最终，您需要找出什么yourcustomers respond to, and what drives results foryour商业。

Keep these three follow-up actions in mind when getting started with CRO today:

• 使用三个公式开始CRO对话。
• 尝试CRO策略，以发现对您的业务有用的方法。
• Leverage the PIE framework to help prioritize your strategy.

编者注：该帖子最初于2019年1月发表，并已更新以进行全面性。