Why Conversion Rate Optimization is No. 1 Skill in Inbound Lead Generation - Marketing Mavericks Show #9
There is a marketing skill that can make you a lot of money. If you can help a business get more results from their campaigns (More quality leads and more sales) you deliver value straight top-line value. That skill is Conversion Rate Optimization (CRO), the science of optimizing marketing campaigns for better responses. CRO for B2B brands means generating more business contacts (leads) and involves traffic and conversion channels. We discuss our learnings for optimizing both traffic and conversion channels via CRO testing. In this episode, Chris asks Waseem about his experience in doing CRO for his web agency and client campaigns. Many things changed since Waseem's first experiments with CRO in 2015. Today we have the opportunity of using automated testing for landing pages, lead forms and even getting insights via artificial intelligence. Topics covered in the episode: Does content matter more than page design? Does the page-builder affect CRO results? Do I need both quantitative and qualitative testing? How do I attribute traffic channels to conversions? Are Facebook lead forms effective? What does it take to become great at CRO? What the top resources to study and learn CRO? How much traffic do I need for an A/B test? How can I understand cause/effect relationships in CRO? Chatbots vs Lead Forms: Which gives you more quality leads? Direct response marketing for ad campaigns: What are the best traffic channels to get a positive ROI? We cover these and many more essential questions of conversion rate optimization (CRO) in this episode. Waseem shares his favourite tools for landing page design, testing and analytics and breaks down his step-by-step approach of A/B testing landing pages. With the tools available today, the opportunity of becoming a great CRO marketer has never been bigger. With this podcast we want to break down the skills you need to succeed and speed up your learning curve.