What is Conversion Rate Optimisation (CRO) and Why Do You Need It?

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Even though your site is generating a lot of traffic, you’re still not getting the results that you’re looking for – why is this? Conversion Rate Optimisation is concerned with determining why traffic is not reflected in results and repairing the shortcoming through the process of optimisation. CRO involves the optimisation of a website to increase the overall Conversion Rate. This is the percentage of users that complete a goal action on a website – for example, on an eCommerce site the goal will be for a customer to proceed to purchase and complete their payment. The optimisation process can involve many different methods, this includes…

A/B Split Testing

A/B split testing is where an element of a website is adjusted, for example, the brand header, and one half of traffic sees one version whilst the other sees another. Results are then compared, and conclusions are drawn from there. Split testing is the most prevalent method within the CRO discipline as it can be implemented to test a multitude of different elements on different platforms and channels. The testing process can be continuously tried, even when a company has a high CRO, it can still provide some useful feedback. Aspects that A/B testing can be used to tweak include CTA buttons, copy, graphics, colours and photos.

Customer Journey Analysis

Another incredibly valuable CRO method is customer journey analysis. Due to the surge of exposure to Ads through a multitude of different channels, platforms and devices, the customer’s journey from initial advertisement to your final conversion goal is a lot more complicated than it once was. This involves the collection from all available channels, both online and offline. This data must then be analysed in order to be understood and used as a basis for adjustments. Conclusions should be an informant on the type of customer that the site attracts and will be used for predicting their actions and preferences in the future.

Feedback, Sentiment and Surveys

Customer feedback can be gathered in a range of different ways. You can request that a visitor fills out a survey in return for a discount or free shipping, use a form when they proceed to sign up for your newsletter or use analytical tools to determine overall brand sentiment. The Net Promoter Score is often used to analyse sentiment. This is an index that measures the willingness of visitors to recommend your offering to others, this, in turn, provides an overall understanding of a customer’s experience on your site and their level of satisfaction within that interaction.

What are the benefits of CRO?

Now that you’re informed on just what CRO is, and a few of the predominately used methods, it’s time to understand how it can help you and your business!

Understanding Customers

A great benefit of CRO is that it enables you to have a better understanding of your audience. Although the process itself starts with the notion of traffic, the act of delving into consumer behaviours, feedback and generalised preferences really generate some fantastic insight that can help to shape your company down the line.

Boosting Business

CRO takes traffic and converts it to actions that add to your bottom line, meaning that your business is going to be enhanced and boosted. When you’re looking at effective marketing strategies that give you results that benefit your profitability, conversion rate optimisation is a great option.

Lowered Cost Per Lead

By optimising all elements of your site, you’re going to be getting the absolute most out of your investment in generating traffic to your page. SEM and SEO are going to go so much further when incorporated with CRO.

Market Competitiveness

Lastly, a well-designed, customer conscious website that has undergone testing and tweaks according to feedback is going to ensure that you are competitive in your market.

Ready to optimise your site? Contact a CRO agency today.

 

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