What is conversion rate optimisation (CRO)

Conversion Rate Optimisation, is the practice of increasing the amount of online sales and leads on a website, without increasing the amount of visitors.

By optimising how your customers interact within your website, you can help to improve revenue figures, without increasing budgets.

The goal of CRO is not to manipulate visitors into converting. It’s to ease the journey of already interested or engaged visitors through your website until they’ve achieved the outcome they desired themselves.

What is included in a CRO campaign?

There are multiple areas that need to be focused on when developing a CRO campaign, including:

A/B and multivariate testing
Having a structured approach
Customer journey analysis
Copy optimisation
Online surveys/customer feedback
Cart abandonment analysis
Segmentation
Using a complementary selection of the above

Is CRO just for ecommerce sites?

No, wherever there is an action you want a customer to complete, then CRO can help, this can include:

Downloads
Customer enquiries
Customer calls
Email signups

The conversion rate is defined by the number of actions / the number of clicks, with the aim being to get it as high as possible across all types of online marketing.

What are the benefits to creating a CRO campaign?

There are multiple benefits to creating a successful CRO campaign; the immediate impact is an increase in conversion rates, which will directly increase sales and revenue.

Additionally your customers will have a better experience of your website and (as we have seen with our clients) are more likely to recommend your products or services to others.

But there is a third benefit, and that’s a clearer understanding of how your customers interact with your website. What channels work the best and ultimately what your customers like to see.

What do I need to do before I start a CRO campaign?

Before you even begin to think about developing a CRO campaign, you need to ensure your website analytics data is accurate.

The reason for this is that a CRO campaign will focus on trying to understand what your customers are currently doing and why they are doing it. So an accurate analytics setup will help us to build an understanding of what’s currently going on.

Without a solid foundation, any CRO work will fail to deliver and revenue could be lost due to the wrong decisions.

What is included in a CRO strategy

A CRO strategy (or plan) is a the hub of all activity, clearly defining what is happening at the moment, what the issues are and what could be done about it.

The strategy will include a variety of data points taken from the sites analytics dashboard and will span at least 6 months activity. This will help to develop a hypothesis on where improvements can be made and what can be tested.

A CRO strategy will provided details of the tests in which will be developed to test the hypothesis, including A/B testing and multivariate testing to help build a list of recommendations to improve the site.

The data from the testing will feed back into the CRO strategy, ensuring that there is a continual improvement in the customers experience as the campaign develops.

CRO makes your website work harder

A successful CRO campaign helps to improve your customer’s experience, which can help to make your current traffic levels drive a higher return on investment.

However, CRO is not a quick fix, and requires an investment in resources from experienced CRO professionals, accurate data and time to perform the right tests to make the right decisions.

But the benefits of a successful campaign not only drive increase revenue within the first few months, but can ultimately increase long-term customer satisfaction and  sales.