Conversion Rate Optimization (CRO) is a structured and systematic approach to improving the performance of your website by which you increase the percentage of your website visitors who take a desired action on your website.
It means optimizing your website so that a greater proportion of your traffic finds it useful and informative and does what you want them to do. Conversion rate is the single most important metric to determine digital marketing success in today’s world.
Picture below explains what conversion funnels are – that is, steps the visitor takes in order to become a customer.
Conversion rate optimization is finding out why visitors aren’t converting and fixing it. A lot of people forget about it and lose a lot of money as a result.
As you can probably imagine, conversion rate optimization is important because it generates more sales for the same amount of traffic you’re currently receiving. Instead of sinking additional money into PPC ads or other digital marketing methods to drive more traffic, you’re more efficiently convert your current traffic into leads or sales. And if you do decide to drive more traffic, your CRO improvements mean you’ll get more out of your increased marketing efforts.
What you need to remember is that a scientific approach to testing is the only way to know with a high level of certainty whether or not a new version is impacting revenue.
There are a few ways to improve your odds for successful CRO improvements.
You can look at your analytics data and combine it with qualitative behavioral user data – Session Replays. We’ve created a session replay tool for conversion rate experts that tracks how users interact with a website or a web application. This helps you turn user behavior insights into action in a way that charts and graphs could never support.
What are the steps of a conversion optimization process?
Conversion rate optimization process boils down to 5 steps:
Testing (step 3) is the key factor when it comes to CRO. Without testing, you’re left relying on your gut instinct to determine what will be more effective, but once you test, you know right away whether a change leads to an increase or decrease in conversions. It takes the guesswork out of knowing what you should say and how you should design a new web page.
The number of tests you can eventually run are endless. You can test different headlines, new value propositions, varying button colors, different call-to-action copy, and much more. Each change has the opportunity to impact conversions, and small wins add up over time.
Head over to the sign-up page at UsabilityTools and create your free 14-day trial account to start Session Replay. Log in, create a project and copy and paste a provided script into the <head> tag of your website. If you’ve done it properly, you’ll receive an e-mail confirming that you’ve received first recordings.
Once you have the recordings, start watching how people behave on your website and decide which parts of your website need to be tested. With a hypothesis like that, you can introduce a change on your website and start increasing conversions by optimizing your pages.
Even if you get stuck, our smart and fast support team can help at no extra cost.