转化率优化(CRO): 8 Ways To Get Started

Today, most marketing teams are focused on driving traffic toward websites in hopes that this traffic then converts into qualified leads for sales reps to close. But that's only half the battle.

Getting more out of existing traffic and leads (versus entirely new traffic) can propel companies toward long-term, sustainable growth. That's where conversion rate optimization (CRO) comes in.

In this guide, you'll learn about the power of CRO, why your business should focus on improving your conversion rate, and how to get started.

What is a conversion rate?

转换率是完成所需动作的访客的百分比，例如填写网络表格，注册服务或购买产品。

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。较低的转化率可能是与两者相关的多种因素的结果website performanceor design.

加载时间缓慢，形式破裂或无法传达要约价值的副本是转化率差的常见原因。

What is a good conversion rate?

A "good" conversion rate depends on your industry, niche, goals, traffic channel, and audience demographics, among other factors.

例如，全球电子商务网站的平均转换率为2.17％在2020年第三季度，该季度从上一年的2.37％下降。但是，美国的电子商务转换率较高，为2.57％。

平均水平不仅按年份和国家 /地区差异，而且利基市场也有所不同。例如，食品和饮料领域电子商务网站的平均转化率为5.5％而护发部门的平均水平为3.5％。

If your conversion rate is lower than you'd like — maybe it's below average in your industry, or lower than your top competitors, or simply underperforming against your own goals — then it's time to optimize.

Conversions can happen all over your website: on your homepage, pricing page, blog, landing pages, and more. To maximize the potential of converting website visitors into paying customers, you should optimize each location.

在我们看看CRO的好处,让我们s walk through how to calculate your site's conversion rate.

That way, you'll have a better understanding of how much time and resources to invest in a CRO strategy.

How to Calculate Conversion Rate

转换率是计算by dividing the number of conversions by the number of visitors and multiplying that number by 100 to get a percentage.

只要您知道如何定义转换，那么计算转换率就很容易。您只需插入两个值，然后乘以100。

Let's say you're defining a conversion as a newsletter opt-in, and you have an opt-in form on every single page of your website.

在这种情况下，您将新闻通讯表单的总数除以网站访问者的总数，并将其乘以100。因此，如果您上个季bob官网官方网站度有500个提交和20,000个访问者，那么您的转换率将为2.5％。

您可以在网站上的每个转换机会重复此过程。只需确保仅计算列出要约的网页上访问者的数量即可。

例如，如果您想计算电子书报价的转换率，那么您将下载总数除以列出电子书报价的网页的人数。

另外，您可以通过将网站上每个转换机会的转换总数除以您网站上的访问者总数来计算网站的总体转换率。

Where to Implement a CRO Strategy

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

1.首页

首页是CRO的主要候选人。除了给访客留下第一印象外，首页还可以保留这些访问者并将其引导到您的网站上。

您可以通过强调指向产品信息的链接，提供免费注册按钮，甚至合并一个chatbot这在浏览体验中的任何时候都会从访客那里提问。

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，包括访问者呼吁访问的电话号码价格报价，或添加简单的弹出表格。

Hotjar, for example, added a simple email opt-in popup form on its pricing page andgot over 400 new leads in just three weeks。

3. Blog

Ablog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。

This process often includes adding calls-to-action (CTA) throughout an article or inviting readers to learn more about a topic by submitting their email address in exchange for an ebook or industry report.

4. Landing Pages

Sincelanding pages是为人们采取行动而固有设计的，他们有highest average conversion rate of all signup forms at 23%。

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。提供免费资源的着陆页可以通过该资源的预览内容进行优化，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.

CRO公式

The short answer: CRO is important for any business online. That's because, no matter how established or large your company is, you want to convert your website visitors into qualified leads, customers, and brand advocates — and you want to do so in the most effective, impactful, and reliable way.

通过优化转换率，您将从现有的网站流量中获得更多，同时确保您以合格的潜在客户为目标。

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."

Featured resource:8周的转换率优化计划者

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您不仅需要从网页中再进行50个转换。取而代之的是，您需要每次X访问它的人进行50次转换。（这是您的转化率 - 根据触摸多少人在您网站上转换的人的百分比）。

To provide a better understanding of where you stand at any point in time in regard to conversion rate, here are three commonly-used formulas your 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。

引线产生÷ Website Traffic x 100 = Conversion Rate %

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 Calculation 3: Lead Goal

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？

您可以尝试吸引20,000名访问者进入您的网站，并希望您的流量质量不会降低 - 尽管您可能需要避免这种风险。

相反，您可以通过优化转换率从现有流量中获得更多潜在客户。这是较小的风险，更有可能为您的底线产生更好的结果。

例如，如果将转换率从1％提高到2％，则您的潜在客户和客户会加倍。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：

请注意，当您提高转化率时，生成的潜在客户数量和净新客户的净线数量的急剧增加。

不仅如此，而且很明显，在试图提高转化率时产生更多的网站流量不一定是正确的方法 - 实际上，此图表表明您可以大大发展业务而无需增加流量。

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).

Are you ready to take the first steps toward CRO at your company? Review the strategies below and start experimenting.

转化率优化Strategies

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

1.在博客文章中创建基于文本的CTA。

While it's considered a best practice to include CTAs in a blog post, they sometimes fail to entice visitors to take your desired course of action. Why?

横幅失明是一个真正的现象，与人们习惯于忽略网站上类似横幅的信息有关。这种缺乏关注以及事实网站访问者并不总是会一直读到博客文章底部（而不是内容上的“小吃”），这意味着需要另一种方法。

That's where the text-based CTA comes in handy. Here at HubSpot, we ran atest with text-based CTAs— a standalone line of text linked to a landing page and styled as an H3 or an H4 — to see if they would convert more traffic into leads than regular CTAs located at the bottom of a web page.

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. Add lead flows on your blog.

铅流是您可以在网站上包含的另一个转换率优化元素。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experimented with the slide-in box on the HubSpot Blog back in 2016与博客文章底部的普通CTA相比，它的点击率高192％，提交的提交率高27％。

3.在您的着陆页上进行测试。

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。

这是因为着陆页是网站访问者成为潜在客户或现有潜在客户的地方，更深入地与您的品牌互动。要优化着陆页，请运行A/B测试为观众确定您的最佳设计和内容功能。

例如，A/B testing您可以快速，轻松地测试网站副本，内容优惠，图像，表单问题的不同版本，并且web pages确定您的目标受众和领导者对最佳反应。

Thanks to A/B testing, China Expat Health was able to将其铅转化率提高79％。One of the most impactful changes was swapping out the headline “Health Insurance in China” for “Save Up to 32% on Your Health Insurance in China,” which immediately conveyed a value proposition to visitors. This proposition was then supported by customer testimonials.

立即获取有效启动A/B所需的一切，立即测试您的网站。

4.帮助引线成为MQL。

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）。

There are specific actions you should encourage these high-intent visitors to complete so they can easily becomemarketing qualified leads (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采取行动。

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.

Admittedly, this depends on your product and sales process, but our best advice is to run a series of tests to find out what generates the most customers. Then, optimize for that process. The key here is to look for ways to remove friction from your sales process.

5. Build workflows to enable your team.

有很多自动化工作流程you can create to enable your team with the help of营销自动化软件bob电竞官方下载。

例如，营销自动化，可以发送automatic emails with workflows。Then, leads can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。

Or, if you work in ecommerce, you can send an email to people who abandon their shopping cart as a reminder.

根据Moosend的研究，废弃的购物车电子邮件可能非常有效。他们的开放率高45％。在打开的电子邮件中，单击21％。单击的人中有一半进行购买。

这是Dollar Shave Club放弃的购物车电子邮件的示例。

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6.将消息添加到高转换网页中。

使用实时聊天软件bob电竞官方下载实时与您的网站访问者聊天，并根据需要提供支持和指导。

为了增加转换，请将这些消息传递功能添加到您的高性能网页（例如定价和产品页面）中，因此Leads可以实时获取所需的信息。

您还可以使您的消息传递和聊天机器人基于操作。例如，如果某人在页面上花费了超过一分钟的时间，您可能需要自动提供帮助和回答他们可能遇到的任何问题（同样，实时聊天工具，像Hubspot一样，使它变得容易）。

7. Optimize high-performing blog posts.

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 offer关于新闻稿的博客文章 - 结果，我们看到该职位的转换增加了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) or根据需要进行更新to ensure it's fresh and relevant.

8. Leverage retargeting to re-engage website visitors.

您的关键转换度量是什么都没关系：寒冷，坚硬的事实是，您网站上的大多数人都不采取您想要的行动。通过利用在Facebook上重新定位和其他平台，您可以重新接触离开网站的人。

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入胜的报价重新定位工作。

TakeUnited's retargeting campaignfor example. Using insights from previous ad campaigns, United focused on reaching people who had viewed their ads and were already considering booking a vacation. To this select audience, they promoted a 15-second video ending in a call-to-action.

如果观众感到有足够的启发来预定假期，那么他们所要做的就是单击CTA直接访问联合网站。

This proved to be a huge success. In just one month, 52% of conversions attributed to YouTube were click-through conversions directly from the ad.

(If you're a HubSpot customer, take a look at how theAdRoll integrationcan improve your conversion efforts.)

现在，让我们谈谈如何从公司开始使用CRO。bob全站app

如何开始转换率优化（CRO）

也许您想知道：“我从哪里开始CRO？”

Enter: PIE framework. Before starting a CRO project, prioritize your efforts by ranking each element on Potential, Importance, and 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.

• 这个项目可以提供多少改进？
• 这种改进将有多有价值？
• How complicated or difficult will it be to implement this improvement?

一旦您为每种策略分配了分数，就将数字加总成三个 - 这给出了一个分数，表明项目将产生最大的影响。然后，首先在分数最高的项目上工作。

PIE框架并不完美，但易于理解，系统性，并为CRO合作和交流提供了一个同事之间的起点。

我们已经介绍了有关转化率优化的很多内容，但并非所有内容。如果您仍然有疑问，请查看以下一些最常见问题的答案。

转化率优化的目的是什么？

The purpose of conversion rate optimization (CRO) is to improve the likelihood of visitors taking a desired action on a webpage.

什么是CRO策略？

CRO策略旨在将更多的访客转换为付费客户。

虽然每个compa CRO公司策略会有所不同bob全站appny, the general steps will not. You have to identify key metrics and your target audience. Then you have to collect user feedback and other data to decide what you’re going to test.

最后，您将运行A/B测试，以改善网站的不同页面和部分进行转换。

什么是CRO工具？

CRO tools旨在简化或自动化优化转化率的过程。它们可能有助于铅捕获，研究，分析，鼠标跟踪和热图，反馈或运行实验。

开始使用CRO

在CRO方面，有许多最佳实践，但是最终，您需要找出客户对您的响应以及为您的业务带来的结果。

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

1. 使用三个公式开始CRO对话。
2. Experiment with CRO strategies to discover what works for your business.
3. 利用PIE框架来帮助您确定策略的优先级。

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。