Conversion Rate Optimisation (CRO) is an important tool for any business to help increase user engagement.

CRO is often employed alongside other digital services such as website maintenance, paid media, email marketing and Search Engine Optimisation (SEO) to help reduce costs and increase the return on investment.

Although CRO is most often used for eCommerce, it has benefits for other businesses as well including B2B, Travel & Tourism, Finance and Healthcare. Businesses that see the most returns from a CRO program tend to have a volume of website visitors and are open to finding ways to maximise their website performance.

Below we have put together our walk through guide to CRO.

Understanding the Basics of CRO

Conversion Rate Optimisation is a method to increase the percentage of website visitors that take action on a webpage.

It’s best practice to make a series of tests aimed to improve website visitor numbers and conversion rates, either site-wide such as improving the loading speed or localised spots such as call to action changes.

Because tests can involve nearly any concept and area, Conversion Rate Optimisation is both an art and science that pulls together creative, analytical, and technical solutions to create tests. As this can involve a lot of different skills it helps to have a team dedicated to looking into the data and expanding on creative ideas to develop from the site technically.

Successful Conversion Rate Optimisation programs understand the investment of each test. Although not every test may improve conversion rates, each test can provide invaluable insights and understanding visitor psychographics and lifetime site conversion rate.

Benefits of CRO

There are a lot of benefits to Conversion Rate Optimisation that help businesses stay competitive and develop a greater understanding of their visitors.

Here’s what CRO programs can do for your business:

  • Convert More Visitors: Implementing a CRO program helps you figure out what works and what doesn’t on your site to convert more visitors into leads or sales.
  • Increase the Efficiency of Your Site: hIncrease the conversion rate for all visitors as well as each specific channel such as PPC or email marketing.
  • Lower Acquisition Costs: For example if you have 100 website visitors and you convert 5% of those at a total cost of £100 the cost per acquisition (CPA) is £20. If you manage to increase your conversion rate to 10%, you are then able to increase the total numbers of leads/sales to 10, reducing your CPA to £10.
  • Reveal insights about your website visitors: hFind out what language leads to visitors finally clicking an ‘add to cart’ or ‘sign up’ button or what value proposition resonates the most with new visitors vs. longer-term repeat visitors. Conversion Rate Optimisation can provide you with valuable insight to help you reach your business goals.
  • A Data & Results Driven Framework for Making Changes: A one-off change can be expensive if it doesn’t pay-off. A CRO program helps prioritise changes based on what is vital to the business through the use of relevant data. This ensures that changes are made based on merit and quantifies the impact of key visitor behaviour.
  • Out-Explore and Out-Perform Competitors with Solutions and Features: One website on the internet is like one item on a shelf in a store with infinite shelves. You are competing with thousands of other brands everyday.  Conversion Rate Optimisation helps you improve competitive edge while keeping you in touch with ever changing user behaviour.