3 Unconventional CRO Strategies That Will Skyrocket Your Revenue

Conversion Rate Optimization (CRO) is not for the faint of heart. It’s hard to produce a website experience that consistently delivers results.

However, it is essential. You’ve invested a lot of resources, time, and budget to attract the widest possible audience to your website.

Not doing your best to convert them is leaving money on the table.

Over the past decade of digital marketing, I’ve learned some creative CRO strategies that can dramatically increase your odds of success.

Check out these three unconventional CRO tips to help add sustained growth to your bottom line.

1. Create Augmented Reality Experiences

Have you ever been to the mall to try on clothes? Brick-and-mortar stores know that if they let you into the fitting room, the product is more likely to sell.

But when you’re an e-commerce brand, how do you get customers to try on items?

MAC Cosmetics and several other e-commerce brands use AR (augmented reality) technology to allow potential buyers to virtually try on products.

Ecommerce brands often place a CTA button on the product description page like this:

Put yourself in the consumer’s shoes. Maybe your first thought at this point is how to try the product?

so your curiosity To get the best of you, you decide to click. Once clicked, your camera will activate. You might be a little shocked or frightened by your camera being triggered (or you might be excited – who am I to judge?).

No matter how you feel, you’ll find different lipstick shades you’ve browsed before transposed directly on the lips.

Or, if you shop at Wayfair, you will Look directly at the furniture in the living room.

It’s not unreasonable for e-commerce brands to look high 94% The average conversion rate boosted by AR technology.

Pretty shocking, right? However, it’s time to say goodbye to the low single digits as a benchmark for ecommerce conversion success.

The only downside to AR technology is the upfront investment. But considering the conversion rate, you can definitely get your investment back.

For e-commerce brands that don’t take advantage of this technology, you’re leaving money on the table.

Also, in addition to generating revenue, you are also losing the opportunity to connect with your audience.

2. Refine Your Micro Conversion Retargeting

GTM (Google Tag Manager) is one of the most powerful and underused tools for increasing conversion rates. Brands repositioning with micro-conversions have had great success.

What is micro conversion?

Micro conversions are small steps towards your main conversion goal (or macro conversion). Below is an example of a conversion journey for a social post scheduling tool.

Image by author, December 2021

Retargeting based on product/service page views vs. retargeting with micro-conversions utilizing specific click events is day and night for brands.

Each stage in the journey provides an opportunity to redirect messages based on click events that occur in each step.

For example, a person’s first step in the above journey (reading a blog post) has a link in the blog post to another post that says “Personal Branding”.

Also, let’s say the article about personal branding specifically talks about building a personal brand on LinkedIn. Once a click event is fired on the link, the “Personal Brand” is displayed.

You can retarget people who click the link with a custom message that states “Learn how to use our social posting planning tool to build a personal brand on LinkedIn”

People who click on micro-converting links have self-identified that they are interested in building a personal brand. The link in the blog post discusses Linkedin.

Your service is a social media posting planning software that helps potential clients achieve their goals of building a brand on LinkedIn.

This message alignment Great for retargeting users who haven’t yet taken the next action in your funnel.

details make a difference. Once that person sees the redirect message, you can quickly move them up the funnel—one personalized message at a time.

How to Set Up a Micro Conversion Click Event

Setting up a micro-conversion click event is simple and can be done in five minutes or less.

To set up a click event, you first need to copy and paste the Google Tag Manager code onto your website. Then, once installed, you will have to set up a tag that looks like this.

Google Analytics screenshot, December 2021

Next, you need to define triggering rules in GTM. Triggers will fire your tags according to the rules you define.

For example, click event rule It looks like this in the trigger for this tag.

Screenshot of Google Tag Manager, December 2021

Once you have set up click-based rules to redirect people to your website, you will need to set up event-based goals in Google Analytics.

How to Set Up Event-Based Goals

To set up event-based goals, navigate to your Target In GA, set up a new target and click the event.

Screenshot of Google Tag Manager, December 2021

Next, copy verbatim the tagging settings performed in Google Analytics in GTM.

Google Analytics screenshot, December 2021

At this point, you have done the following:

• Set up your tags.
• Rules for labels are defined.
• Set up event-based Google Analytics goals.

Next, you need to define your audience in Google Analytics for your retargeting campaign based on event-based goals.

If you don’t currently have a Google Ads redirect code set up, you’ll need to copy and paste the code on your website.

How to setup redirect click event

Follow the steps below to set up your audience based on event-based goals.

1. navigation administrative > click Audience Definition.
2. click audience Defined by audience.
3. click condition.
4. Select the event-based target you set up for the click event.

Google Analytics screenshot, December 2021

That’s it. After you define your audience, you’ll be able to set up differentiated ad groups in Google Ads to customize your message based on the data collected from your audience.

For best results with micro-conversions, I recommend retargeting prospects during the major steps of the AIDA model-based journey.

Created by author, December 2021

Once a potential prospect becomes aware of your product and triggers an event-based click.

If potential clients return from your retargeting efforts, they express interest and may sign up for the newsletter.

At this point, if this happens, you should Detach retargeting from remarketing. Let your remarketing email campaigns work their magic to spark product cravings in you.

Remember that during your email remarketing campaign, your leads will be sent back to your website.

You can further leverage intent-based click data to customize your email campaigns to test headlines and incentives.

3. Harness the power of dynamic video personalization

The video will stay here. As we become more comfortable with the existence of video, it will provide more opportunities to use video in more creative ways.

I’m sure you’ve seen the exit intent popup that says “Wait before you leave and get 10% off your order today”.

Triggering a pop-up experience produces results, which is why you should ask yourself how to further iterate on this experience.

Check out this unconventional and highly creative exit intent popup from Voluum. We encourage you to book a demo and have a person position the arrow to click on the main CTA in the video.

Screenshot of Voluum, December 2021

But let’s say you click on a CTA that says no thanks. Now you meet a bunch of sad people.

Screenshot of Voluum, December 2021

Maybe you’ll reconsider trying the service. After all, what do you have to lose? free. Now, once you’ve scheduled a demo call, you’re in for a celebration.

Screenshot of Voluum, December 2021

I think everyone agrees this is a very creative way to exit intent popups. But beyond the creativity of presenting this experience, the communication of the emotional element is genius.

Customers who have an emotional connection with a brand have 306% Higher lifetime value. Therefore, the use of EMV (Emotional Marketing Value) in marketing is crucial.

To create this experience, you can use a WordPress plugin or hire a developer.

If you decide to work with a developer, tell your developer that you want the video to populate from the hover state.

The keyword here is hover state. That’s the technology behind this experience.

The next step in CRO success

I implore you to test all three strategies discussed. The first step should be to drill down into your analysis to pinpoint trends in historical data.

Review your goals and user flow to brainstorm ideas with your team. Next, sit down with your team to define a PIE index.

PIE stands for Potential, Importance and Ease. Conversion rate optimization tests will be more difficult to perform, but may produce results that exceed your expectations.

Important CRO tests are high impact and performed with low effort. Ease is effortless to implement and requires no heavy lifting.

You have formed a PIE index from today’s discussion. Due to the cost investment, the potential project is augmented reality. The important project is micro-switching, because this strategy is high-impact and low-effort.

Finally, video personalization is easy because you can find a plugin that performs this test with the click of a button.

Cheers to your conversion rate optimization success!

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Featured Image: Quarta/Shutterstock