Let’s Talk About Conversion Rate Optimization (CRO)

graphic with charts and arrows showing an increase in the measured data

Let’s Talk About Conversion Rate Optimization (CRO)

One of the services we provide that often gets lumped in with SEO (Search Engine Optimization) is CRO, or Conversion Rate Optimization. Conversion Rate Optimization is not about increasing website traffic. CRO is really about increasing revenue or conversions from existing traffic sources. Whether you are looking to generate sales, generate leads, or increase your audience reach with email newsletter sign ups, Conversion Rate Optimization can improve your business.  

What exactly is Conversion Rate Optimization
CRO improves the percentage of users who complete the intended goals of an organization. This process can include creating, testing, and measuring multiple hypotheses with the goal of improving conversion rates. Conversion Rate Optimization is a process and not a one-time activity. One change can make an impact, but without a process, it can be difficult to know what exactly improved the number of conversions.

How to Start Conversion Rate Optimization
A Process for CRO looks like this:

  1. Set up goals or ecommerce tracking in Google Analytics (or ensure they are already set up)
  2. Create your hypothesis: Identify User Experience issues and potential barriers for improvement
  3. Identify pros and cons of your product / service
  4. Research your competitors’ strategies
  5. Analyze your data
  6. Create new variations of pages / experiences to test – change only one variable at a time so you know what you’re measuring
  7. Understand, iterate, and improve your process
  8. Make additional adjustments
  9. Continue to test and monitor

Why CRO is important
Ultimately, Conversion Rate Optimization helps lower your customer acquisition costs (CAC). This helps maximize profits and gives you more money to spend on acquisition channels such as paid search, affiliates, and partners. More impressions and visits are great, but honing in on the best way to communicate to your audience and convert them more efficiently will improve your bottom line.. There is always room for improvement, no matter how well-designed your site is and no matter how many visitors you are already converting. By giving the user what they are looking for, you stop them from looking elsewhere. If you can optimize your website to deliver what your visitors want in a slightly better, faster way, you will increase conversions, and ultimately your market share in the process.

If you have any tips for improvement you’d like to share, drop us a line. We’d love to hear about how you improved your Conversion Rate and connect.

Need help with your CRO project?