Guest blog by Pixl8 Group, the go-to agency for membership organisations, associations and charities that are seeking digital solutions that go the extra mile.
As a membership organisation embracing the pull of digital, you’ll know how difficult it can sometimes be to balance acquisition and retention efforts, whilst still achieving overall growth.
Membership organisations face unique digital challenges, and as such should be looking at tailored solutions. In 2020, our focus turns to Conversion Rate Optimisation, or CRO – understanding why it is vital to a fully-fledged digital strategy, and learning how to leverage it effectively.
Why does CRO matter?
Conversion Rate Optimisation is the process of optimising your digital channels – primarily your website – to increase the likelihood that visitors complete “defined actions”; or conversions.
Conversions can be purchases, or other less obvious but still valuable actions like filling in a form to download a resource, or signing up for a free webinar. They are often split into two separate categories: macro, and micro.
It’s not all about the money
Macro conversions are the “big-hitters” – membership renewals, purchases, first time sign-ups, etc. More often than not, they’re cyclical, campaign driver or sporadic.
Micro conversions are less momentous but ongoing conversion actions that can indicate a user is on the way to a macro conversion.
Tracking both categories in tandem allows for more insightful, targeted segmentation of users, based on how likely they are to complete a macro conversion.
How can I improve my organisation’s conversion rate?
Conversion is your ability to convert traffic. To improve it, you might want to undertake independent research and analysis.
How does a change in design or a different tone of voice affect your conversion rate?
Which conversion is likely to lead to another one?
Those are the types of questions you will be looking to answer.
Most importantly; don’t neglect to set goals. If you’re looking to improve UX, set out broad aims as to what you want to achieve with user tree testing, for example. The same goes for landing page changes, A/B split testing in emails, and broader message development.
Learn from the “Know, Feel, Do” model
CRO isn’t an exact science, primarily because it deals with the simple matter of persuading people to do things.
Humans are complicated, and our decision making isn’t always logical, but the “Know, Feel, Do” model offers some valuable insight into a persuasive communicative framework that works.
Know | What do you want your users to know?
Get straight to the point. Consider how far along the conversion thunnel your user may already be.
Feel | Show (don’t tell) your users that you care about their needs
People want to feel like they’ve created their own buy-in, so avoid being too overt.
Do | Make it absolutely clear what you want your user to do next
Provide the tools for users to carry out desired actions themselves
Big picture thinking
If you’re playing by the CRO book, and conversion rates aren’t increasing, don’t get frustrated. Step back and look at the bigger picture. Did you hike up renewal prices recently? Have you finished a print advertisement run?
Part of getting Conversion Rate Optimisation right is understanding that it’s predominantly trial and error. Not only that, but stepping back from the minutiae and paying attention to other conversion-related factors can really put things into perspective.
To hear more about conversion, we recommend signing up to the monthly newsletter of our partner Pixl8 group, as they are about to publish a full whitepaper on the topic. Don’t miss it!
Want to talk creative? Get in touch with Pixl8 Group – the go-to agency for membership organisations, associations and charities that are seeking digital solutions that go the extra mile.