Conversion Rate Optimization: Tactics To Increase Revenue

Rodrigo Silva

September 02, 2016

One of the best things about Inbound Marketing is that it never leaves you alone. This isn’t a magical software that you have to assemble and figure out how to operate by yourself, but a constant service that walks with you all the way, from your web optimization to your content marketing and permanent lead conversion management.

Why does it work that way? Because the big difference between advertising - outbound marketing and Inbound Marketing is that the first one is a chain of isolated actions to achieve specific goals. But the second one is a permanent strategy that aims to nurture, convert and delight customers constantly. It’s a never-ending process because Inbound isn’t just about marketing, but marketing AND sales, and if you stop your inbound marketing strategy, you won’t only stop your marketing actions but your sales too.

Now, this constant companionship also involves permanent improvements and upgrades, according to the market’s new challenges. Considering that conversion is one of the key goals of Inbound Marketing, Conversion Rate Optimization (CRO) has been growing as an essential tool for businesses lately.

What is Conversion Rate Optimization (CRO)?

If we consider that the optimization of different elements of your company website is the first step to improve your revenue through a lead conversion process, CRO helps your business go further and creates an experience for your visitors to convert them into customers. As Hubspot explains, “ conversions happen all over your website -- on your homepage, your pricing page, your blog, and of course, landing pages -- and you can actually optimize all of these conversions. So that process is of optimizing those conversions is exactly what conversion rate optimization is -- taking, say, your visit-to-lead rate from 22.2% to 25.4%. Or your lead-to-customer conversion rate from 1.4% to 1.7%.”

Conversion Rate Optimization Tactics

Involves a group of tactics and actions to be more accurate in your brand's strategy to attract prospects. Basically, it’s about segmentation, content, and design.


Visitors enter your website for different reasons, and along with the navigation, they’ll develop different interests, searching for what they want to satisfy their needs. Some of them will be die-hard fans of your content, and probably they’ll share and comment on every piece of content you offer, but they’ll never convert into customers. On the other hand, some visitors will go directly to close a deal with your company.

Every visitor is different, so your segmentation should start from the very first moment of the buyer journey. That will help you focus your efforts on prospects and leads that really matter, optimize your resources, and reduce wasted time on those who aren’t really interested in your services.


Always try to avoid the standardization of your content. In other words, do not write every time in the same way. Instead, try changing some keywords -from time to time- with some synonyms that might capture the attention of a new sort of prospect. Hubspot recommends, for example, changing the term “eBook” for “whitepaper,” using more descriptive language, or even shortening the text.


Changing the design of your website is also a good CRO tactic to see how this impacts your conversion rate. But, again, we’re not talking about huge and deep changes, but rather some small but well-analyzed improvements in your website to see what the results are. “Like the content tests, design tests don't have to be huge, sweeping changes. For example, changing just the color of your form submit button on a landing page could impact the number of people who click it, not to mention language, placement, shape, etc.,” Hubspot explains.

Would you like to know how to get a 300% conversion rate on your landing pages? Then, listen to the following Hubspot podcast about it.

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Rodrigo Silva

Rodrigo is a journalist with over 10 year of experience in writing.

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