Using CRO to Optimize Paid Media Performance We Are, Marketing Happy - A Healthcare Marketing Podcast

In this week’s episode, Jenny discusses conversion rate optimization (CRO) for paid media. CRO may benefit you if you are running a paid media campaign where results have stalled, you aren’t getting the conversions you expected, or you have campaigns that are underperforming.

 

Jenny brings up her time at Amazon and details the CRO Amazon employed to increase purchases. She then describes the 5 different types of CRO tests you can run to test the efficacy of your paid media.

 

Five Types of CRO tests:

 

1. Credibility/Authority

●        Address trust and credibility issues of the business and site

2. User Experience

●        Alter layout, design, or other user interface and user experience issues

3. Social Proof

●        Build trust by showing others’ experiences

4. Value Proposition

●     Overall messaging and value proposition (pricing, shipping, business experience)

5. Risk Reversal

●        Warranties, guarantees, and other assurances of safety

 

It’s important to run CRO tests to figure out what’s working and what isn’t when it comes to paid media performance. You never know what types of optimizations will have the greatest impact on your campaigns until you put it to the test.

 

Connect with Jenny:

https://www.linkedin.com/in/jennybristow/