Conversion Rate Optimization (CRO) is not a new concept by any means, but for some, it’s a concept as foreign as the creatures that live at the bottom of the mid-Atlantic ridge.
To simplify CRO’s meaning as it relates to your website in particular, it is a process of implementing changes to your site’s images, calls-to-action (CTA), conversion-focused language, etc., to enhance the usability of your site for its visitors with the ultimate goal of increasing conversion rates taking place.
There are several different types of CRO activities but only two of them are typically pursued in an active campaign:
- Multivariate Testing
- A/B Testing
As the name indicates, multivariate testing is when multiple variables of a page are changed and then traffic is equally split between the “champion” (current live page) and the “challenger”, the exact same page, but with multiple changes in place.
Multivariate testing is very common in the addiction treatment space and is oftentimes the only path to take if you have low traffic volume going to your site.
A/B testing is a method whereby only one variable is changed on a page and is then tested against the champion version. However, if you have low traffic volume to your site, A/B testing may not be the best module to pursue since the dataset may not give you an accurate outcome which can have an adverse effect if you pursue the wrong path once a test has been completed.
At the end of a completed CRO cycle, the page that clearly shows higher conversion rates is the page you should either keep active in the case of the champion or replace the old champion with its challenger which how holds the belt.
We want to make something very clear about conversion optimization. It is NOT a one and done scenario where you’ve gone through a single round of champion vs. challenger, pick the winner, and then call it a day. CRO should be ongoing and sustained in order to constantly challenge pages in terms of content, CTA placement, colors, layout, etc. In other words, don’t be complacent and think you’ve maxed out when the reality is you’re not even close.
For addiction treatment centers, there are several key conversion points that should always be front and center to your target audience as they peruse your site and consume its content. Those conversion points typically consist of the following:
- Inbound phone calls
- Insurance form verification submissions
- Live chat engagements
- “Contact Us” form submissions
- “Short form” submissions
If you’re reading this post and are currently missing any of the above CTA’s with your current site, you may want to consider making some updates to your current site and conduct CRO testing or perhaps consider a comprehensive website overhaul to get them baked into a new, conversion-focused design out of the gate to significantly improve the effectiveness of your drug treatment marketing campaign.
Conversion Rate Optimization is part assumption and part actionable data. The assumption part is playing out “what if” scenarios with actionable data being the counterpart that dictates what should remain or be replaced. It’s one of the more challenging aspects of a digital marketing strategy, but the reality is you’re already losing conversions and don’t even know it yet.
So, quit treating your site like a first date you never called back. Give your site a call back and keep in touch to dive deeper into the mysteries of its soul. You’ll be shocked and most pleased by what you’ll learn and rewards that will stem from it. :)