How can the ESG principle be applied to Cro strategy?

Real problems in life: Why Cro to Ton, despite doing A/B Test until Porun?

Many marketing teams and business owners are probably familiar with this situation ... We are dedicated to conversion rate optimization (CRO) fully A/B Test. All colors. Try changing the headline. Not knowing how many rounds to improve the UX to flow, plus the Page Speed ​​is fast. But in the end ... the conversion rate number is completely calm as before Not moving anywhere

We felt like an invisible wall. It feels that we are missing. "Something" is more profound than just beautiful designs or interesting proposals. Especially when communicating with new customers Which seems to be more "value" of the brand than just about the price or feature ... If you are feeling this You've come to the right way. Because the answer may be hidden in the 3 characters called "ESG"

Prompt for illustrations: Marketer images are sitting in the temples in front of a computer that is full of Conversion Rate graphs that run in a straight line, not growing. Along with the question mark (?) Floating above the head Conveys the feeling of tons and can't find a solution

Why does that problem occur: when the original Cro, chase after the "trust" of the customer in time

The reason why traditional Cro strategy began to reach the dead end. It is because it focuses on the "mechanics" of decisions. For example, "This color button will click more" or "place the form here is easier to fill" but only overlook the "Motivation" that makes customers choose to "trust" and "support" your brand in the long term.

In the era of all the information, consumers, especially the Millennials and Gen Z groups, did not buy things from "What you sell" only, but choose from "what you are". They question:

• How much is this brand cares about the environment? (Environmental)
• Does this brand take good care of employees and society? (Social)
• Does this brand run the business transparent and have good governance? (Governance)

Lack of clear and tangible ESG communication Make your brand look "without identity" or "unreliable" in the eyes of this group of consumers. Regardless of how easy it is for your website But if they don't "believe" in what you do The opportunity for them to press the "Buy" button or "register" will naturally decrease.

Prompt for illustrations: comparison images on both sides The left side is the left hemisphere that has an A/B Test, Click icon, Funnel (the original Cro). The right side is the right brain with a heart -shaped icon, and people holding hands (media to Trust, ESG).

If left, how will it result: just conversion does not increase, but it is the loss of the brand "of the brand.

The ignorance of the ESG's power is not just making your Conversion Rate "stable" but it is slowly corrosion of your business. And this is what may happen:

• Lost customers for competitors that are "sincere" than: while you are still busy with changing the color button Competitors who communicate sustainability or social responsibility regularly are gradually pulling customers who care about the value from you one by one.
• Brand Loyalty that has never happened. Real: New customers are ready to "change their mind" as soon as they find a brand that reflects their value better. You don't have a clear position in this matter. Allowing you to create only "stray customers", not a "true fan"
• The cost of new customers (CAC) is increasingly: when the brand's brand is not able to connect to people at a profound level. You have to "pay more expensive", both advertising and promotions to attract attention. Which is a solution to the problem at the end
• Missing enormous business opportunities: Research from many institutions such as Deloitte confirms that the company that made ESG well often had better financial performance. Not adjusting, so you are leaving money. Unfortunately.

Ignoring the ESG today is like making a website decision. Mobile-Friendly 10 years ago It is missing the upcoming future.

Prompt for illustrations: The picture of a wilted tree With the root of the tree written "Brand Trust" and a small insect With the sign written "Ignoring ESG" is eating that root Convey the loss of reliability in the long run

Is there any way to fix: merge ESG with Cro's DNA.

The solution is not to stop doing the original CRO, but "upgrade". It is with the dimension of ESG. "How to make people click?" To the question that "How to make people trust and want to support us?" And this is the beginning that you can do immediately:

E - Environmental (Environment): Change the "green" into conversion

• Tangible sustainability: not just saying that "We love the world" but have to show, such as having a section on the product page that "This shirt is produced by reducing the use of water to X%" or using the "recycling packaging icon" on the checkout page. Sustainable Web Design is another thing that you can communicate your attention.
• Carbon Footprint: Show carbon release information of your product or service. This creates enormous credibility.

S - Social (Society): Create "Community", not just "customer base"

• The story of the person behind: Show how well you take care of the staff. Or how are your products supporting the community? For example, "Every purchase of you give 10% income to the craftsman in the community ..."
• Reviews are sounds from society: presenting reviews or testimonial as a "social proof" that says that your brand is accepted by people in society. Not just a blessing from the brand itself

G - Governance (good governance): transparency is "the most" of the creation of Trust.

• Sincere: show a clear price structure, tell the origin of raw materials, or have a "report for sustainability" on the website to create credibility on the organization website. Is the heart of good governance
• Personal information policy that is easy to understand: In an age that people are worried about personal information, having a policy policy that is transparent, easy to read and clearly saying what customers will do. Is one of the most powerful conversion tools

Prompt for illustrations: infographic divided into 3 clear parts (E, S, G). Each part has a short icon and example of an Actionable Point, such as E: icon + "Reduce web energy", S: Icon, hand -helding + "showing the story of the team" G: icono + "transparent information policy"

Examples from the real thing that used to be achieved: "Organico Skin", change ordinary skin care for premium with ESG stories.

In order to be clearer Take a look at the story of the brand Skin Care, the name "Organico Skin".

Problems: Organico Skin sells high quality organic products. But the sales didn't go anywhere The website looks beautiful. But no different from the general skincare brand in the market Customers come in and go out without conversion because they don't feel. The true "difference"

Solution methods (Solution): Instead of reducing the price or doing promotions They decided to "overhaul". Communication on all new products using ESG-Driven Cro.

• (E) Impact Counter: Add a small widget that shows the Real-Time results, "This product has helped to restore mangrove wildfring. X square meters"
• (S) The Farmer's Story: Under the product image, add a short video for 15 seconds is the story of farmers who grow herbs, which are the main ingredients. With his short words
• (G) Transparent pricing: Create a section that is folded called "How transparent our price is our price?" When clicking out, it will see a round graphic graph that at a price of 100% is divided into raw materials, farmers' wages, how many percent of the packaging, and how many percent of the company's profits.

Results: Only 3 months after improving the CONVERSION Rate page of the Organico Skin "increased by 35%", not because the product has changed, but because of the "stories" and "trust" they created are much stronger than before. Customers are not just "Buy skin care" but they are "support" what they believe And this is the power of ESG integration with the CRO strategy that can see real results.

Prompt for illustrations: The Before & After page image "Organico Skin" is a normal product page. AFTER shows Widget "Impact Counter", and the "Transparent Pricing" video with a conversion rate that has risen.

If wanting to follow, what to do? (Can be used immediately): Checklist, change your website into a magnet to suck customers of the ESG cable.

Reading to this point, probably wanting to do it, right? No need to wait. Try using this checklist. Check and start improving your website immediately:

1. Check your ESG position (ESG Audit): Try to ask yourself easily, "We have good stories about the environment, society, or transparency. That has never been told to the customer? "
2. Starting from the page "about us" (About US): This is the easiest point to increase the section "mission for sustainability" or "our promise" to tell the identity of the brand.
3. Change the feature into a "value" on the product page: You use the world of the world. Don't just write But use a distinctive and short explanation icon About how it is better Or if you are a service business Consider the ESG report on the website to build credibility.
4. Expand the power of "S" with the customer's voice: Testimonial, not just talking about "good products", but talking about "the good feeling that has supported the brand" to show clearly.
5. Make "G" is easy: try to read Your "privacy policy" looks again. Is it complicated? Try digesting into a language that people generally understand and clearly show at the point.
6. Test (A/B Test) Your text: This is the use of the original Cro to test the Headline on the product page between "100% cotton t -shirt" and "100% organic t -shirts supporting Thai farmers" and what kind of conversion is better.

Just starting from one of these It is considered a great step in creating an advantage for your business.

Prompt for illustrations: Checklist images with 6 main topics, according to the list above With an easy -to -understand icon in each item And there is a person who is ticking the correct mark in the first channel Conveys the beginning to do

Questions that people tend to wonder (FAQ): Clear all issues of ESG and Cro.

Question: My business is just a small SME. Doing ESG will watch "Over"? Will the customer be interested?
Answer: No! On the contrary, this is the "golden opportunity" of SME. It is because you can create a "sincere" relationship and "close" with customers more easily than big companies. That you care about small things, such as choosing local materials (Social) or reducing garbage in the office. (Environmental) and brought sincerely Is something that makes a difference and makes customers want to support you more than the big brand

Question: What to do to believe that we actually do, not just "greenwashing" for marketing?
Answer: The heart is "authenticity" and "transparency". Do not say what is not done. Start with small things That you really do and "show evidence" always consists of if saying to donate Show the receipt or thank you letter from that organization If using recycled materials, there may be a certificate or source referenced. Transparency is the best disinfectant for Greenwashing.

Question: Where should the ESG content in the website be the best?
Answer: Should "penetrate" in all parts! Not just creating a "CSR" page separately and ends, but should be combined into all Customer Journey, such as:

• Homepage: Use Hero Banner to communicate your main mission.
• Product/Service Pages: Enter the ESG details of that product/service directly.
• About US Page: Tell the story and origin of this belief.
• Footer: Environmental logo or society you have been certified.

Question: How can we measure the ROI of the ESG to Conversion Rate?
Answer: Measure the results for sure! Can use the principle of A/B testing, such as comparing the Landing Page page with ESG messages with no duty, creating Goal in Google Analytics to follow that someone clicks to see the page. How many people's "sustainability" reports before making a purchase? Or even making Survey customers after buying whether social responsibility factors affect their decisions or not. The combination of quality and quantity will make you see more clearly. Understanding Cro for Platforms like Shopify can also apply this principle.

Prompt for illustrations: Large light bulb icon with ESG letters and % signs (percent) illuminated. Conveys the discovery that ESG can create a conversion that measures results.

Summary: It's time to change the "good" to "sales" with ESG-Driven Cro.

At this point, I hope that everyone will see the same image that ESG is not just "to do" or "report to send" anymore, but it is one of the most powerful conversion rates in this era. It is a focus on short -term transactions. (Transaction) to build a Trust & Relationship relationship

Expressing transparency, telling stories, environmental and social, and good business operations are the strongest "trust". And when the customer "believes" in your brand The decision to press the "Buy" button will become unbelievably easy. Like the research from FORRESTER shows a strong connection between customer experience and sustainability

What about your website ... ready to change the "value" that you have to become a "sales" that has grown?

Do not let the opportunity to build trust and increase Conversion Rate! Start checking and applying the ESG principles to your CRO strategy today. This is an investment that does not give only numbers. But is creating a strong and sustainable brand in the customer's mind! If you need an expert that will help you put the strategy and act actually, consult the VISION X Brain team. We are ready to help you change the good into success.

Prompt for illustrations: Powerful images Showing two hands, holding a small seedling That is germinated In the leaves of the seedlings, there are heart -shaped symbols and % mark together. The background is a graph that is soaring. Conveying care (ESG) that leads to growth (Cro)

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