What is Conversion Rate Optimisation (CRO)?
Channels such as SEO and PPC are great methods for driving traffic to your website. However, once visitors are on your website, how do you lead them to take your desired action? The answer is Conversion Rate Optimisation (CRO). CRO helps you to work with the visitors you already have on your site and make them more likely to convert. In order to do this, you must first understand how they use your site, the actions they take and the elements that might be preventing them from completing your goals.
If you have an overall digital marketing strategy, it’s likely that you’re paying in some way to drive more traffic to your website and CRO will help you to get a much better return on investment for your efforts. Whilst PPC and SEO help to drive more traffic to your site, more traffic doesn’t always equate to more revenue. CRO helps you to boost revenue from existing website visitors, making it a much more cost-effective strategy.
Remember that a conversion doesn’t always have to equate to a sale straight away, you might be offering a free guide in return for contact details, a free trial, downloading an app, creating an account or any other goal you’re looking to get them to complete.
Why is CRO important?
Imagine you have hoards of customers visiting your site every day but very few, if any, ever take action on your site. You know that your ads or organic search results are working because they’ve clicked through. This is when you need to look at your website, make sure it’s clear and there are no sticking points.
It’s much more effective to convert a higher percentage of these existing visitors than it is to try and attract new visitors who have no awareness of your brand. Optimising your website helps to counter the effect of the limited attention span of your average visitor by giving them the information they want and need before they move on to your competitor’s website.
What will CRO provide for my business?
1. Make data-driven decisions
Before CRO, when making decisions about changes to your website, you would probably make changes based on feelings or on some customer’s feedback. CRO allows you to A/B test your web pages and find out for sure which elements work best and which need to be changed in order to drive more conversions. By evaluating results form A/B testing and analytics accounts, you can make data-driven decisions rather than basing them on gut feeling or guesswork.
2. Outrank your competition
Did you know that CRO can help to boost your SEO rankings? Whilst improving and testing your website, you will also be increasing the amount of time visitors spend on your website, decreasing your bounce rates. Search engines now take the user experience and bounce rates into account when ranking your website. So, by improving, you might also find that your search engine rankings start to improve and help you to outrank the competition!
3. Get a better understanding of your customers
Continuously analysing and updating your website will help you to understand your customers and define exactly what they’re looking for. Testing your website helps you to learn more about what your customers are looking for and the information they want before purchasing from you, this means that you can communicate more effectively across your whole marketing strategy too.
4. Get more customers
Doubling your conversion rates means cutting the cost of gaining new customers by 50%. By continuously updating your website, you create a better overall user experience, therefore turning more of these visitors into customers. So, you not only get more customers out of the visitors you already have, it also costs you much less to acquire each one.
5. Builds Trust
The better and more professional your website looks, the more customers will trust your website and see it as a secure place to enter their information and payment details. The more professional your website looks, the more likely your customers are to make a purchase.
6. Better overall experience
Finally, CRO results in a much better user experience for your customers, builds trust, provides a better ROI on your marketing spend and helps you to win more conversions. Not only will CRO help to improve your website, it helps you to create more refined customer personas and improve your overall marketing strategy.
If you’d like to know more about CRO and how it can help you to improve ROI, please contact our experts today.