Conversion Rate Optimization

Conversion Rate Optimization | ROI driven CRO Experts

What’s Conversion Rate Optimization (CRO)?

“Conversion” in the context of your website means that a visitor to your site has taken an action you wanted them to take. This action could take shape in the form of downloading a whitepaper, completing a lead form, completing a booking, creating an account with a login and password. This action is what you’ll measure and what you’re looking to optimize.

Conversion Rate Optimization Should Always:

  • Use a systematic process to improve the performance of your website
  • Be informed by insights including analytics and user feedback
  • Be defined by your website’s key performance indicators (KPIs)
  • Work to obtain more revenue out of your existing website traffic and leads.

Conversion Rate Optimization Should Never:

  • Directed by a non-expert
  • Based on “what’s hot” or what everyone else is doing
  • About corralling as many users as possible, regardless of engagement type or quality
  • Claim to use buttons or killer copywriting that promises to convert. We wish it was that simple, but there isn’t a magic box of tricks to solve for CRO.

Understanding CRO: A Few Key Terms

Call to Action (CTA)

It’s the primary user interface element (button or link) that asks the user to take an action that leads to (or towards) a conversion. Think: a “sign up,” “download” or “buy now” button.

Conversion Funnel

The primary pathway of the user experience where visitors complete a conversion. An example would be Home page > search results page > products and services page > checkout.

A/B or Split Testing

The testing of one version of a page or interface element against another version of the same thing. Each element is measured by its effectiveness in comparison to the other. For example, a blue button measured in effectiveness to a red button. Only one element is tested at a time.

Multivariate Testing (MVT)

Testing of multiple variations of several page elements in various combinations to determine the best performing elements and combinations. For example, a multivariate landing test may test many variations of the images, text, and calls to action used on the page in many combinations to find the best performer.

5 Reasons Why CRO is so Important

#1: It pays for itself in dividends
Lead generation is costly. Paid advertising is super competitive. CRO enables you to lower your cost per lead by increasing your conversion rates and volume of sales and revenue. By taking a close look at your conversion funnels, CRO helps you identify areas you can maximize, instead of just increasing your advertising spend. Converting a higher percentage of your current visitors is much more cost-effective than attracting new ones.
#2: It helps you capture and convert your most valuable customers
When it comes to finding your best prospects, you don’t want to just cast a net and see what you can get. Your time and energy is much better spent focusing on customers who love your products and services and will share their brand experience with the world.
#3: It helps maximize profits
Your profit is tied directly to your conversion rate. And when you’re not paying more to acquire these conversions, that profit goes right to your bottom line. Plus, what you save in acquisition costs can be used to acquire new users.
#4: It’s enacted through a better user experience
By optimizing your CTAs and conversion channels, you’ll give users what they came for, sooner. This will make your customers happy with their online experience, increasing the likelihood they’ll return again (and not navigate to your competitor’s site out of frustration).
#5: It uses micro-changes to make macro-improvements
Through minor design changes and enhancements to your website based on CRO best practices, you can make navigation faster, check-out or booking easier and make information that will inform purchasing decisions more accessible. If you make the experience even slightly better and swifter than before, your customers will stay with you and not move to a competitor.
10 Steps

Our CRO process

STEP 1: Discover and understand the current state of your website, traffic sources, behavioral intent and visitor types and conversion goals.

STEP 2: Define your goals and KPIs, deciding how you’ll measure success.

STEP 3: Identify user experience and conversion funnel blockage issues.

STEP 4: Conduct market and competitive intelligence assessment.

STEP 5: Identify all assets that could assist in persuading conversions.

STEP 6: Deliver experimental strategy.

STEP 7: Create the experiments.

STEP 8: Implement the experiments.

STEP 9: Move winning campaigns to the mainstream.

STEP 10: Repeat, beginning with STEP 3.

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