When running a business, it's essential to pay attention to your website conversion rate and the total number of conversions—the number of website visitors who take the desired action on your website. After all, that’s how you turn visitors into customers and keep them coming back for more. But what is conversion rate optimization (CRO) and why is it so important? Let’s take a look.
What Is CRO?
Conversion rate optimization is the process of increasing the number of people who complete an action (such as buying a product or signing up for an email list) on a web page or website. This can be done in various ways, such as by optimizing website design, making sure there are clear calls to action, improving user experience, and more. Ultimately, CRO is about understanding user behavior and how they interact with your site—and then using that data to make changes that will encourage them to take action.
Why Is CRO Important?
Simply put, without conversion rate optimization your business won't get very far. You can have all the website traffic in the world but if none of those visitors convert into customers you won't see any real returns on your investment. On the other hand, when you focus on improving conversions you can drive more sales and generate more leads in less time than ever before. That's why CRO is so important—it helps ensure that each visitor has an enjoyable experience on your website and takes the action you want them to take!
The importance of CRO goes way beyond converting a visitor one time after an enjoyable experience. Customers are picker than ever, and will gladly leave your site for the competition at the first sign, hint, or whiff of a bad experience.
CRO aims to create a user experience that’s so intuitive and enjoyable, that the experience itself creates loyalty. CRO is a strategy for sustainable long-term success. Yes, it helps convert more visitors on their first visit to your site, but it also helps increase Average Order Value, Customer Lifetime Value, and loyalty.
How Do I Implement CRO?
There are many different strategies you can use to implement effective conversion rate optimization tactics. The key is to start small and build from there; don't try to tackle everything at once! Start by analyzing your current traffic data with Google Analytics and then use A/B testing to try out different versions of web pages or website features until you find one that works best for your business. Once you've figured out which version performs best, then roll it out across all pages or features! Additionally, make sure you're taking advantage of tools like heatmaps and user recordings so that you can better understand how users are interacting with your pages.
The goal is to end up with a well-thought-out conversion funnel that addresses a specific need for each step in the customer's journey. Identify the information necessary or missing on your product pages, and figure out the bottlenecks in your shopping cart. The goal of heat maps and session records is to gather hard data about your web traffic to understand how they interact with your site. Then, when implementing changes, you’re eliminating any guesswork and testing their success with A/B testing before committing to any permanent changes.
By now it should be clear why conversion rate optimization is so important for businesses—it helps turn visitors into customers! If you want to maximize ROI from your online efforts, then investing in CRO is essential. Start by analyzing traffic data and conducting A/B tests so that you can identify opportunities for improvement; this will help ensure that each visitor has an enjoyable experience on your website and takes the action you want them to take! And remember—start small and build from there; don't try tackling everything at once! With some time and effort devoted towards optimizing conversions, soon enough you'll start seeing results!
How do you improve conversion rate optimization?
There are a number of ways to improve your conversion rates, but conversion rate optimization in its simplest form is understanding exactly what your audience and visitors are looking for and providing it. There are a number of boxes to check along the way, and I haven’t done CRO justice by summarizing it in one sentence. If you want to learn more about how to boost your conversion rates, check out this article.
What is Conversion Rate Optimization in eCommerce?
Conversion Rate Optimization as it applies to eCommerce is the process of getting more visitors to your website to buy something. For example, if you sell stuffed animals on your website, and 2 out of every 100 visitors make a purchase. Then, your conversion rate is 2%. Simple. CRO aims to lift that number to something that would be considered STRONG for the industry that you are in, say 4 to 5 out of every 100 website visitors.
Why is conversion rate optimization important?
CRO is vitally important, regardless of your business model, because you’re getting the most out of a precious asset (i.e. your website). The goal is to make your most publicly accessible asset part of your marketing funnel and turn it into an efficient lead generation and sales tool. If people are visiting your website and leaving without filling out a form, placing a call, or buying something, then you have a problem with your CRO (conversion rate optimization) that you need to address immediately.
What are conversion optimization tools?
CRO tools typically include but are not limited to the list below. For more details about each item visit our Website Optimization page.
- A/B Testing
- User Testing
- Heat maps
- Click maps
- Session Recording
- Conversion Funnel Analytics
- Traffic Analytics
- Call Tracking
- Lead Form Analysis
Is conversion rate optimization part of SEO?
Not technically, however, CRO is extremely valuable for SEO. CRO aims to improve the usability of your website and create a positive user experience. Google takes into account what people do when they get to your site. Improving your interaction rate, time on site, pages visited, links clicked, bounce rate, etc. are all benefits of CRO and positively impact SEO.
Where can I get more information about how to improve my conversion rates?
Check out our CRO Blog here for more tips and tricks to improve your conversion rates.