Digital marketers are focused on increasing the percentage of traffic towards websites and landing pages with the hope users convert once they click through. The more users that carry out the desired action the higher your conversion rate will be. But what if conversions are low?
Here is where conversion rate optimisation comes in. Conversion rate optimisation or CRO for short, educates us to get more from our existing traffic and leads. It is a critical strategy to lowering customer acquisition costs, improving user experience and in turn providing your business with increased revenues.
What is conversion rate optimisation (CRO)?
Firstly, let’s clarify what a conversion is. Simply put, a successful conversion occurs when a user visits your website and completes a desired action. Determined by your business goals, a conversion could be completing a contact form, purchasing a product, signing up for a newsletter – the list is endless.
You can calculate the conversion rate by looking at the percentage of total visitors to your website that completed the desired action.
Optimising your conversion rate is a way to improve the number of conversions you are receiving. It’s no good only having a digital presence, that alone may generate healthy traffic to your website. However, if those visitors are not following the intended conversion path then things can be improved.
How to improve your conversion rate?
There are countless ideas on best practices to improve the number of conversions you are getting. From our own experiences, we can tell you that following best practices might not always be the way forward. Every business has its own unique target audience, so what works for one won’t necessarily work for another.
Your optimisation practices will change based on your target users. Decisions will also be determined on which platform you are using to gain conversions. Conversion goals differ from ad clicks, to form fills through to basket checkouts.
The key to conversion rate optimisation is to use data analytics and industry-specific optimisation techniques layered with human context to gain valuable insight with your customers. Following this will help with the below and also strengthen your strategy and campaign output moving forward:
- Improve customer insights and strengthen user personas
- Drive more sales or leads (conversions) for your business
- Learn to generate business from your existing traffic and leads by optimising your website and ads
- Lower customer acquisition cost
- Help focus your marketing efforts
When is CRO right for your business?
CRO is a critical tool in measuring your marketing effort. There are countless marketing methods out there, some work, some don’t. It’s difficult to compare conversion rate optimisation strategies to more traditional marketing tactics as the digital landscape is a whole new ball game.
Nowadays you can access data in real-time to influence CRO. You can see in an instant whether your conversion rate is going up or down, essentially making it easier to improve. But you do need to know what activities will help make improvements. Our conversion rate optimisation services can support you to ensure you are perfectly placed to improve your website’s efficiency, profitability and overall performance. Do not hesitate to contact us about your project today.
