Skip to main content
Services
TAYA

They Ask, You Answer Mastery

A coaching & training program that drives unmatched sales & marketing results.

Sales

Sales Performance Mastery

Improve the competencies and close rates of your sales organization.

Web design

Website Mastery

Web design, development & training for your team.

HubSpot

HubSpot Mastery

Everything you need to get the most from HubSpot.

AI Mastery

AI Enablement Mastery

Unlock the power of AI in all aspects of your revenue operations.

Discover how IMPACT’s services can help take your business to the next level. Book a free 30-minute coaching session Book a free 30-minute coaching session
Learning Center
Learning Center

Learning Center

Free resources to help you improve the way you market, sell and grow your business.

[NEW] The Endless Customers Podcast is now available everywhere. Learn how to earn trust & win more customers in the age of AI. Listen Now Listen Now

Free Assessment: How does your sales & marketing measure up?

Close

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.
Stacy Willis

By Stacy Willis

May 10, 2016

Topics:

Lead Generation
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly newsletter.

Get the most relevant, actionable digital sales and marketing insights you need to make smarter decisions faster... all in under five minutes.

Thanks, stay tuned for our upcoming edition.
Lead Generation

Conversion Rate Optimization: How to Set Your Conversion Goals

Stacy Willis

By Stacy Willis

May 10, 2016

Conversion Rate Optimization: How to Set Your Conversion Goals

Are you getting ahead of yourself?

Jumping into the deep end before you've learned how to swim? If you're just here because "conversion rate optimization" is a buzzword, and you think you should be doing it, turn around and walk away. You shouldn't waste the time and effort doing something if you're not doing it with a purpose.

Conversion rate optimization is just as much of an art as a science. And like any good art form, you have to make sure you have the basics in place before you start getting fancy. If you're ready to start optimizing right, and really derive value from your efforts, then let me help you!

This post will show you how to lay the foundation for a solid conversion rate optimization (CRO) strategy.

Step 1: What are Your Business Goals?

CRO should be based around business goals.

It is like building a house. You can't paint the walls pretty colors until you have walls. You can't put up walls until you lay a foundation. If you try to go out of order you'll end up with a house that couldn't stand up to the huffs and puffs of the big bad wolf.

You should view CRO the same way.

Find out how to fix the 6 critical marketing KPIs your boss actually cares about here.

Download for Free Now!

So start by looking at your over-arching business goals. What do you want to achieve in the next year? Five years? Ten years?

Let's use a fictional company as an example. Let's say I run an animal training business. My goals over the next five years are to: grow the revenue from the bear training segment of my business specifically, and to improve profitability by running more group training sessions instead of one-on-one training.

Step 2: Translate Business Goals into Website Goals.

Now that we have our foundation, we can start building the walls. Conversion rate optimization is all about your website. So the most important question to ask yourself now is: how can my website contribute to my business goals? We will then set specific goals for our website that will have a measurable impact on our business goals.

In our fictional example, we can set website goals of increasing awareness and lead generation for both bear training and group training.

Step 3: Assign Metrics for Each Website Goal.

Now it is time to make our goals measureable (and potentially break them down into subgoals). For each of our website goals, we need to have a metric or set of metrics to measure. These metrics will then be the measuring stick by which we choose to optimize and determine the success of our individual CRO tests.

Let's go back to our fictional example to demonstrate. The top level metrics for my goals would be:

  • Increase the bear training leads generated from the website; and
  • Increase the group training leads generated from the website.

We can create sub-goals around each of those metrics that relate to each stage in the funnel. For example, for the bear training goal:

  • Increase the number of visits to the bear training service page (top of the funnel);
  • Increase the conversion rate on specific bear training conversion offers on my website (top or middle of the funnel); and
  • Increase consultation requests for bear training (bottom of the funnel).

These are just some potential examples, and you may be able to break your goals down into even more sub-goals (there are endless possibilities).

Step 4: Optimize to Improve Metrics

Now it is time to start diving into conversion rate optimization. (I know, finally. Right?) Now that the foundation has been laid, we can start building on it.

Each of your optimization tests should be directly relatable up the chain and back to your business goals so that you can track measurable success. Again, don't create tests just for the sake of creating them. Make sure they have a purpose.

Back to our fictional example! Now that I'm ready to create an individual test, I'm going to specifically work on increasing the conversion rate on the landing page for my bear training ebook.

I must be able to directly relate this test back to my business goals, so I'm going to put on my detective hat and trace the steps back to make sure it relates. The bear training ebook is a top of the funnel offer that directly relates to my bear training service, therefore an increased conversion rate will enter more leads into the top of the funnel to then be nurtured down the funnel toward additional sales of bear training services. This relates directly to my top-level business goal of increasing revenue from bear training services.

Boom. Done.

Selecting and creating CRO tests becomes incredibly simple and straightforward as long as you've got your foundation laid in advance. Conversion rate optimization is only useful if it is in service of a business goal, so make sure you aren't getting ahead of yourself.

Don't dive right in before laying the groundwork.

Free Assessment:

How does your sales & marketing measure up?
Take this free, 5-minute assessment and learn what you can start doing today to boost traffic, leads, and sales.

Related Articles

Should You Still Gate Your Content in 2024?

October 5, 2023
John Becker John Becker

Demand Generation vs. Lead Generation: What’s the Difference?

April 10, 2023
Kristen Harold Kristen Harold

35 Landing Page Examples to Inspire Yours in 2023

January 26, 2023
Ramona Sukhraj Ramona Sukhraj

Here's Why You Keep Getting Garbage Inbound Marketing Leads

December 19, 2022
Jessica Palmeri Jessica Palmeri

How To Grow Your Email List: 13 Savvy Tips To Try in 2023

November 22, 2022
Ramona Sukhraj Ramona Sukhraj

Increase Landing Page Conversion Rates With These 3 Simple, Powerful Hacks

June 2, 2022
Hannah Woods Hannah Woods

20 Tips for Optimizing Your Business Blog Articles for Conversions

April 21, 2022
Jen Barrell Jen Barrell

How To Make Each Lead Capture Form a Conversion Powerhouse

April 8, 2022
Carolyn Edgecomb Carolyn Edgecomb

The Selling 7: 5 Best Landing Page Video Examples

December 23, 2021
Zach Basner Zach Basner

Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)

June 21, 2021
Kathleen Booth Kathleen Booth

What is the Content Marketing Funnel and How Does It Work?

June 2, 2021
Kimberly Marshall Kimberly Marshall

What is Lead Nurturing?

May 28, 2021
Kimberly Marshall Kimberly Marshall

88 compelling words and phrases to prompt website visitors into action [Infographic]

April 24, 2021
Kaitlyn Petro Kaitlyn Petro

What is Conversion Rate Optimization? (Definition, Examples, and Tips)

March 31, 2021
Jolie Higazi Jolie Higazi

What is a good average landing page conversion rate?

March 12, 2021
Christine Austin Christine Austin

Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads

March 11, 2021
Karisa Hamdi Karisa Hamdi

6 Reasons You're Not Generating Leads With Your Blog Content

November 9, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

9 keys to building an effective landing page [Infographic]

October 3, 2020
Steve Polito Steve Polito

5 effective strategies for decreasing bounce rates on a blog article

August 25, 2020
Kevin Phillips Kevin Phillips

7 savvy tips to boost conversions in your retail e-commerce store

July 17, 2020
Pratik Dholakiya Pratik Dholakiya

Why Your “Read More” CTA May Be A Conversion Killer (& 12 Better Options)

March 5, 2020
Ramona Sukhraj Ramona Sukhraj

6 most common lead generation website problems (and how to fix them)

January 28, 2020
Jen Barrell Jen Barrell

Facebook ads help: Why are my ads not converting?

January 20, 2020
Rachel Palmateer Rachel Palmateer

11 Best Examples of Lead Generation Website Designs

January 20, 2020
Justine Timoteo Thomas Justine Timoteo Thomas

Top 9 proven lead generation ideas you need to try in 2020

December 3, 2019
Ali Parmelee Ali Parmelee