CRO graphic showing an A/B split testing funnel

As a business with a website, you’ll have goals that you want to be met, especially when it comes to site traffic. Your website is essentially a sales platform which should drive visitors to complete the desired actions. There are many ways you can improve the effectiveness of this platform, and Conversion Rate Optimisation (CRO) is the process for doing this. An added benefit of CRO is that it can also greatly increase your SEO efforts and by extension your online rankings.

What Is CRO?
CRO is the process of increasing the number of valuable interactions a user takes while on your website. For example, if the goal is to have a site visitor complete a registration and this is achieved, this is considered ‘converted’. The CRO process allows site owners to see how people move through their site, what they do when they get there, and what’s stopping them from taking action – i.e. purchasing, making contact or signing up for a newsletter.

What is A Conversion Rate?
Put simply, The conversion rate for a website is the percentage of users that make a valuable interaction which leads to revenue for the business. It is important to assess and measure both hard conversions (i.e. Phone Calls) and soft conversions (i.e. Cart Views), however, when focusing efforts on optimisation, Hard Conversions need to be the core focal point.

CRO is different from the optimisation of paid advertising efforts or SEO; however, there are ways that CRO benefits SEO and keywords that drive traffic to your site. Here are some of the ways it does this:

· Improved Customer Insights – Get a better understanding of your audience. You don’t just want high numbers of traffic; you want to work with the right traffic.

· Better ROI – The higher your conversion rate, the more resources you have. If you learn how to get the most out of your lead generation efforts, you’ll get more conversions without having to generate as many new leads as before.

· Improved Scalability – CRO allows your business to grow without running out of resources and new leads, even if your audience isn’t scaling at the same time.

· Improved UX – CRO tries to improve what works on your website, and what doesn’t. Your users will stick around if their user experience is continuously enhanced.

· Enhanced User Trust – When does a prospect feel comfortable to input their personal information? When they trust you. If your CRO provides a website that is professional and helpful, their trust in your site will increase.

Even though CRO isn’t directly linked to SEO, both play their part in the bigger picture of your digital marketing efforts. Optimise your keyword search more effectively, and you’ll bring in more qualified prospects than before. Then, blow them away with a website which has been optimised for the sole purpose of conversion.

To learn more, contact the Team at Sprocket Digital.

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