What is Conversion Rate Optimisation (CRO)?
In the world of digital marketing, getting traffic to your website is only half the battle. Once you have visitors on your site, you need to convince them to take a desired action, such as making a purchase, filling out a form, or subscribing to your newsletter. This is where conversion rate optimisation (CRO) comes in. CRO is the process of optimising your website to increase the percentage of visitors who convert. This guide will explain what CRO is, why it’s important, and how you can use it to get more value from your existing traffic.
Why is CRO Important?
CRO is important because it can help you:
- Increase your revenue: By increasing your conversion rate, you can increase your revenue without having to increase your traffic.
- Get a better ROI from your marketing efforts: CRO can help you get a better return on your investment from all your marketing channels.
- Improve your user experience: The process of CRO often involves improving the user experience of your website, which can lead to increased customer satisfaction.
The CRO Process
CRO is a systematic process that involves the following steps:
1. Research and Analysis
The first step is to research and analyse your website to identify areas for improvement. You can use a variety of tools and techniques to do this, such as:
- Google Analytics: To understand how users are behaving on your website.
- Heatmaps: To see where users are clicking and scrolling on your pages.
- User testing: To get feedback from real users on your website.
2. Formulate a Hypothesis
Once you have identified an area for improvement, you need to formulate a hypothesis. A hypothesis is a proposed explanation for why a particular problem is occurring and how you can fix it. For example, your hypothesis might be: “By changing the colour of our call-to-action button from blue to green, we will increase our conversion rate by 10%.”
3. Create a Variation
Next, you need to create a variation of your page that incorporates your proposed change. This is the version of your page that you will test against your original page.
4. Run an A/B Test
Now it’s time to run an A/B test. An A/B test is the process of showing two different versions of a page to two different groups of people to see which one performs better. This will allow you to see if your proposed change actually has a positive impact on your conversion rate.
5. Analyse Your Results and Implement the Winner
Once your test has run for a sufficient amount of time, you need to analyse your results. If your variation performed better than your original page, you should implement the winning version. If not, you can either try a different variation or move on to a different test.
Our Overall Thoughts
Conversion rate optimisation is a powerful and essential part of any successful digital marketing strategy. By taking a systematic and data-driven approach to CRO, you can increase your conversion rate, get a better return on your investment, and create a better experience for your users. The key to success with CRO is to always be testing and always be learning.
Ready to start optimising your website for conversions?
Our team of CRO experts at Validus Media can help you increase your website’s conversion rate.
