CRO: Getting More out of your Web Marketing
Your business website is an investment that you hope will drive more business. The key to make that happen is to get your visitors to stick around, interact with the site, and take some kind of action that may lead to a sales opportunity for you. The art of making this happen effectively through tracking, analyzing, strategizing and experimenting, is called Conversion Rate Optimization (CRO). CRO is a vital tool used by the most successful websites to drive more visitors to take actions that meet the website owners’ goals.
What does Conversion Rate Optimization involve?
CRO begins with a thorough review of your website and your business goals. The two must be aligned. If there are gaps, initial work will need to be done to get your website to align with your business goals. What do the website elements look like? Do you have a healthy website, clear messages, good graphics and layout, a secure purchase portal?
For example, if your website loads very slowly, increasing conversions will be difficult since visitors are unlikely to wait for pages to load. Or, if you want to increase sales by selling online, you will need an e-commerce capable website.
CRO make your Pay-per-Click and SEO programs more effective thereby lowering your cost of customer acquisition
Now the work begins. Your CRO program will carry out steps such as:
- Create conversion opportunities on the site
- Set up and report analytics tracking to measure:
- number of visitors to the page
- number of actions taken (conversions)
- Bounce rate (how often and where do visitors leave your site?)
- Other statistics such as average time on the site and average number of page views
- Create landing pages designed to optimize conversions, and carry out testing, called A/B testing (switching out one element) or MVT multivariate testing (many elements) to see what works best.
- Track visitor “path” to conversion to find most effective website
Conversion rate optimization increases sales by increasing your conversion rate