What’s Conversion Rate Optimization (CRO)?
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.
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
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.