marketing home work project 2 papers

CRO or conversion rate optimization is the activity of increasing the number of people within a web page that visit the page and end up involving in the action that the page owner wished them to do. Conversion is the activity of transforming regular visitors of a certain web page to paying customers that will be willing to pay and conduct business with the organization. Conversion rate optimization, therefore, is the activity of increasing the number of people that are transformed to these paying customers after visiting a web page. An LPO or Landing page optimization, on the other hand, involves the means and methods through which people can optimize their landing pages, to achieve the conversion of the many customers who visit their websites regularly. A landing page is of extreme importance in online marketing, and thus, its design and features should be incorporated with the considerations of this importance.

Summarize the information presented in each of the articles you selected.

The article, “How (and Why) to Budget for Conversion Rate Optimization” authored by Formstack in the year 2015 as its title suggests explains the importance of conversion rate optimization and how one can budget for the same. This article explains that organizations should increase their priority in ensuring that the conversion rate of the many visitors to their site is as high as possible. This would help increase their effectiveness in the online market and achieve the highest number of customers possible from the same. The article explains that managing to increase traffic on websites is not enough to cause excitement to the organization’s management. This is mainly because the traffic its self-does not increase business gains. The ability to transform the available traffic within a site is the most important aspect of online marketing. This is mainly achieved through optimization of the landing page and other website contents and thus ensuring that customers who visit the page are transformed and become loyal to the organization. The article concludes by explaining that organizations should strive to create their budgets by the use of the lead value (Formstack, 2015).

Another article I managed to obtain that further elaborated the concepts of a landing page optimization (LPO) is the “Landing Pages for Lead Generation: 8 Conversion-Driving Tips” article authored by Margot da Cunha on the year 2014. This article explains that the landing page is a major course why the possibility of many visitors but fewer conversions within a website occurs. The article explains that this can thus be rectified by simply changing the designing of the website into a more effective page and thus manage to allow the organization achieve a higher conversion rate. It provides 8 tips through which this can be achieved that include first, maintaining the landing page forms short and sweet, incorporating consistency in messaging, writing copies that can be scanned, telling a story that also possess a high quality visual, providing validations from big brand clients, implementing chat systems within the landing page, ensuring to include trust and privacy signals and eliminating all forms of distractions. Implementations of these tips into one’s landing pages according to the article are factors likely to increase the conversion of visitors to a certain web page (Cunha, 2016).

Summarize the insights you gained about CRO and LPO by the article you selected.

From the articles I selected, I acquire important information about both the CRO and the LPO. For the CRO to start with, organizations are required to formulate means through which they will manage to convert the webpage visitors that visit their sites now and then. Without incorporating means through which this fact will be achieved, many resources might be spent on the activities and attempts of increasing traffic within a webpage, only to realize that even after obtaining a significantly high traffic for the site, the organization is still not gaining from the same. From the Landing Page optimization article, I acquired the knowledge that landing pages are highly essential for ensuring that customer conversion within a website takes place. There are however ways through which an individual can be organization their landing page and cause a major hindrance to customer conversion, but the implementation of the eight tips provided in the article as stated earlier can help solve that problem completely (Ash, Page, & Ginty, 2012).

Create a scenario within which you can apply some of the knowledge you gained on CRO and LPO.

There are many scenarios through which the knowledge about both LPO and CRO can be applied. One these scenarios are when a friend of mine or I create a web page mainly for the purpose of marketing products and acquiring customers that will purchase those products online. In such a case, the knowledge of the LPO would highly help me in creating an attractive landing page that will aid in the process of converting all page visitors into loyal paying customers. Information from the CRO would aid my methods through which I could increase customer conversion, inclusive of the use of an LPO. These methods among others include the use of lead values that I might obtain after the assessment of the customers that the site has been obtaining and the ones that have been converted, in creating a sufficient budget for the process.

Compare and contrast CRO and LPO

CRO involves the process of increasing the number of visitors who visit a page to customers that make payments for goods and services being advertised on the site. A landing page optimization, on the other hand, is the process by which landing pages are converted thus making them more efficient in their activity and purpose of aiding the process of conversion. The CRO, therefore, involves all the means through which customers are converted while an LPO is simply dedicated to completing the process of conversion. LPO is therefore just a single method through which customers are converted while the CRO consist of all the required means and methods through which a customer can be converted, inclusive of means for increasing website traffic so as to have many visitors that visit a page.

References

Ash, T., Page, R. &Ginty, M. (2012). Landing page optimization the definitive guide to testing and tuning for conversions, second edition. Indianapolis, Ind: John Wiley & Sons.

Harwood, M. & Harwood, M. (2009). Landing page optimization for dummies. Hoboken, NJ: Wiley Pub.