CRO is the acronym for Conversion Rate optimisation and involves A/B testing two versions of a webpage against each other. The goal is to find the web page version that consumers respond to better in the way of conversions. Conversions can be defined as white paper downloads, leads, email subscriptions, phone calls, purchases, and so on. The greater your conversions, and the higher the conversion rate, the better. CRO can involve testing a variety of factors big and small. Tests can involve revenue effecting checkout process, or simply the color of a button.
LANDING PAGES CRO
A common PPC error is to launch a campaign and direct all traffic to a web page that doesn’t convert. Conducting CRO A/B testing allows continuous iterations of improvements that result in a greater capture of leads or sales, reducing your overall acquisition costs.
SHOPPING CART CRO
Unbounce.com states e-commerce site have an average cart abandonment rates of 55% to 75%. Some tests with opportunity are, to increase sales by testing the check out process, trust factors or shipping costs. Iterative optimisations can drive long-term sales and referrals.
HOME PAGE CRO
Regardless of whether your website is an e-commerce, lead generation, news site a non-profit, your home page is like a shop front window. The home page must be optimised to provide the right impression for the target audience so that they don’t just walk on by.
Conversion Rate Optimisation Benefits/
The primary benefit of CRO is that it allows you to eliminate internal debates based on opinion. You can be agile, get a test up and let the customers tell you with their behaviours and data what they prefer. If the customer preference outways internal opinions, you can implement it immediately.
NO BIG BUDGET
With Conversion Rate Optimisation you are capitalising on existing traffic from all other traffic sources, therefore, the only financial investment is time and tools. CRO simply aids your ability to increase your current marketing spends making CRO more cost-effective than trying to attract new visitors altogether.
Aim to increase average time on site and lower bounce rates. As part of Google’s ranking factors, a reduction in bounce rates could result in you outranking your competition. Also known to correlate with rankings are increases in conversion rates increase, website traffic, social media activity, and overall popularity online.
Increasing conversion rates frees up marketing funds. Site optimisation results in other traffic source conversions to also improve, therefore, resulting in an overall lower customer acquisition cost. This creates more marketing spends other marketing tactics such as YouTube ads or Social Media Marketing.
THE CRO 6 STAGE PROCESS
The primary objective of conversion rate optimisation is to get your existing site visitors to perform an action whether that be to buy a product, download a whitepaper, watch a video or anything else that is defined as a conversion.
“As you grow older, you realise, you have two hands, one for helping others, and one for helping yourself”