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Conversion Rate Optimisation – What Is It?

Conversion Rate Optimisation – What Is It?

“In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.”

How To Improve CRO

“If your website is not generating enough traffic, you might have an SEO problem. However, if your website is generating adequate amounts of traffic but visitors are bouncing or not following the intended conversion path, then you need to focus on CRO.

  • Implement a Strong CMS: CRO is difficult to execute on an on-going basis if you have a poor back-end content management system. It’s important to implement a CMS that lets your marketing team make changes or upload new content quickly and easily. Otherwise, you will struggle to organize, test and make changes that improve CRO.
  • Leverage Customer Reviews: Adding customer reviews and testimonials to your website is a great way to improve CRO. We helped one of our clients, a moving and Storage Company in the Pacific Northwest region, implement customer reviews on its website to increase conversions and user engagement.
  • Know Which Data to Analyse: There are a wide variety of data points companies can analyse when executing CRO strategies. You can look for barriers to completion, diluted or misplaced calls to action and easy-to-escape conversion paths. Start out by assessing your existing conversion funnel for each goal on your website. This will enable you to identify the problem areas where you are losing your audience.
  • Test, Test, Test: After you’ve identified your problem areas in the conversion path, you can begin A/B testing to learn how to improve conversion rates. Try changing the colour of your calls to action or varying the amount of information you request on a form. See what works best for visitors in each area of your site.
  • Think Long Term: Conversion rate optimization testing is not a one-and-done solution. It requires dedication to testing over the long term. You should always be looking for new ways to improve site functionality and performance based on user behaviour and A/B testing.”

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