What is Conversion Rate Optimization? (CRO)
In Digital Marketing, and web analytics conversion optimization
Conversion Rate Optimization is a key system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is also commonly referred to as CRO.
CRO is a comprehensive process that sprawls across a multitude of stages. A successful CRO campaign is the one that uses in-depth data to analyze results, runs multiple tests, tweaks content to make it more relevant to the visitors, and draws necessary conclusions. Throughout the journey of a CRO process, a marketer will encounter many primary elements which can be optimized.
Here's a couple of common examples
No 1, Landing pages
Landing page design is the first and foremost element that defines the usability and success of a website.
The more aesthetically designed a site is, the more traction it will get!
Let’s understand this using an example most of us maybe familiar with. Assuming that most customers landing on any of Amazon’s product pages come with the pure intention of buying its product(s) understanding the importance of design in driving conversions (how it can make or break a deal for the ecommerce giant), is important.
The giant has strategically designed each of its product pages so as to make even the minutest of details prominently visible to its customers.
For instance, when on a product page, customers can instantly add the product to their cart by conveniently clicking on the “Add to Cart” button (in a color that’s prominently visible – Orange) placed right next to product information column.How does this help? Orange is an intense color that complements the website’s white background making it easy for the visitors to identify and take the necessary action instantly.
Furthermore, the effective use of the white space to highlight the product’s features and smart use of large images on the left side of the page instills trust and quickly captures the attention of the visitors.
No 2, Website Copy
While a well-designed and aesthetically pleasing website can get more website traffic flowing on your site, words can verbally hook your visitors and convert them into potential leads. Writing relevant and engaging content that emphasizes on the product’s persuasiveness can make the difference between visitors staying on your website and taking the necessary actions and visitors leaving your site without taking any action.
Test, Test, and Test again.
This is the Mantra of the CRO engineer. A/B testing is a technique where, say, two different headlines on a Web page are tested to see which converts better.
The winner being retained to continue converting until a new version is crafted to test again.
There are six stages to an effective CRO test:
1/ Assess the situation.
2/ Develop a testable theory.
3/ Choose your testing method.
4/ Choose your test groups.
5/ Draw a preliminary conclusion.
6/ Action, repeat, evolve.
A good strategy and plan is imperative at the outset. Call us now to book a meeting to discuss how we can help you with your optimization plans.