Conversion rate optimization (CRO) begins before you start testing, according to Purna Virji, online marketing manager at Stroll, who writes for Search Engine Watch. Before generating ideas for CRO, marketers need to have a good understanding of quantitative and qualitative data. “This way, every time you read a new tactic you have a better frame of reference to brainstorm how you could potentially execute it on your account – thereby giving it a better chance of succeeding.”
Virji has a list of helpful questions for marketers to ask themselves, including: Why do your customers need your product? Have they tried to use a similar product before? What did they like about your ads and landing page? Why did they decide not to purchase?
She also suggests a few ways to gather qualitative data: ask your sales team and customer service reps, take time to call customers yourself, use a survey, analyze on-site behavior, and conduct usability studies.
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