To make the CRO’s job easier, there is a structure called READY that defines the five pillars of good
optimization work. This principle, presented by Scott Brinker, co-founder of Ion Interactive , tells us
that a high-converting page should be:
- (R) Relevant : relevant;
- (E) Engaging ; compromising;
- (A) Authoritative : having authority;
- (D) Directional : be well directed;
- (Y) Yield Optimal : have optimal performance.
However, within each of these pillars, there are five factors pointed out by Brinker that help us easily structure our optimization work.
Let’s look at each of these factors below.
Relevance
- Deliver on your promise : Deliver what algeria phone number list you promise in the title of your post or ad right away.
- Be relevant : don’t stray from the main topic, the information must make sense.
- Present a coherent design : the appearance of your page should “dialogue” with the content.
- Generate empathy : use elements that allow the visitor to identify with you
- .
- Be timely : present information that is useful at the time.
Commitment
- Offer a value proposition : provide solutions that the consumer really wants.
- Create an emotional appeal : don’t cling to the tangible, think about what the person feels and wants to feel.
- Provide a rational justification : Humans often make decisions based on their emotions, but they like to justify their actions how to Prepare for a job interview in english with rational arguments.
- Adopt an affective design : your pages should also evoke emotions.
- Be different : avoid templates, clichés and pretentious phrases.
Authority
- Provides peace of mind – reduces the burden of decision making.
- Make concrete proposals : present plausible and convincing arguments.
- Respect the rules : pay attention to language and regulations.
- Use social proof – Provide customer stories and success stories.
- Have a consistent brand : People need to know and trust your brand.
Address
- Present a clear CTA : Be direct sg number and succinct when requesting action.
- Let the decision be natural : do not confuse or demand.
- Eliminate all possible distractions : remove everything unnecessary.
- Motivate and encourage : act as an advisor.
- Perform a progressive conversion : gradually move the visitor towards the CTA.
Optimal performance
- Formulate relevant hypotheses : rely on market research, comments and experts.
- Perform A/B and multivariate testing : Test your hypotheses.
- Track and segment : Monitor your results and segment your data.
- Work on SEO : optimize your strategy (on and off-page) for search engines.
- Review the READY checklist : review all the factors mentioned constantly.
Websites, blogs and landing pages are just as important for companies today as their social media
profiles and traditional communication channels. Their tools allow us to understand our audience and optimize marketing actions with surgical precision.
In this context, the READY methodology helps us a lot to organize and direct the CRO’s work.
However, as you have seen, increasing conversions is not something that can be done quickly or definitively. It is a gradual and multidisciplinary process in which the different elements of a strategy are continuously evaluated, tested and improved.
Do you want some extra help to increase conversions? Then check out our material on how to generate a thousand requests for quotes per month and how to convert them into clients.
