Conversion Rate Optimization (CRO) is the process of increasing the number of conversions, from visitors to customers, on your website or online channels. Conversions are recorded when new users/visitors turn into subscribers, customers, click on your ads or fill out forms/surveys. Conversion rate optimization is a process through which brands raise their number of site visits, product/service sales, newsletter opens, etc. Overall it is about eliciting some interaction from a user or target audience.

Marketers know all about Conversion Rate Optimization, but seldom utilize the right resources to implement it. CRO is often left on the sidelines while planning digital marketing strategies. Let’s find out why it’s time for a change and how it can impact your marketing efforts.

What Exactly is Conversion Rate Optimization (CRO)?
 

In practice, CRO is the process of creating compelling User Experiences (UX)Opens a new window for your site visitors to inspire them to take the action you want them to — purchasing products, registering for services, signing up for free trials and so on. CRO includes various elements such as optimizing landing page designs, testing different versions of content, improving visual experience for better content experienceOpens a new window  and UX.

CRO is not about finding quick-fix solutions to a site or a landing page. Though sometimes tiny changes can significantly impact conversions but understanding what these changes are, requires investigation. You must analyze numbers, perform a survey about customers’ needs, develop a hypothesis and test them to experience the full potential of CRO.

Also Read: Conversion Rate Optimization — Best Strategies to Optimize your Website for ConversionsOpens a new window

Are SEO and CRO the Same?

SEO and CRO go together, but they are not the same. Search Engine Optimization (SEO)Opens a new window concentrates on driving traffic to your website but once that traffic comes to your website, it is CRO’s job to convert users and help them take a favorable action.

CRO focuses on how to set up your website for your existing traffic. It directs efforts on optimizing the experience of the traffic already on the site. It is more cost effective, as you are trying to convert existing visitors rather than acquiring new ones (who may visit or not visit, who may convert or not convert).

Your marketing efforts should integrate both SEO and CRO, where one will drive traffic and the other will capture it.

Also Read: What is Customer Experience (CX)? Definition, Design, Management, Best Practices and ExamplesOpens a new window

7 Benefits of Conversion Rate Optimization with Actionable Strategies

Marketers are beginning to focus on the overall content experienceOpens a new window they provide by creating an environment that includes quality structured content, visually appealing user experience and an efficient user interface. These aspects have a big impact on the CRO. CRO, in turn, helps your brand gain visibility and improves your ROI and overall revenue.

Here are seven benefits of conversion rate optimization to inspire you:

1. Increases the value of website visitors

With successful SEO and advertising, your website or landing page gets increased traffic. CRO can help convert it into quality traffic. When optimizing for conversions, you can generate more sales or leads with the same traffic.

As Rand Fishkin, Founder of Moz in an interview with Conversion Rates ExpertsOpens a new window  (Click on the link to read the most important marketing activity) says, “CRO is simply a must-have. CRO is the most important marketing activity because it makes every visitor exponentially more valuable.”

2. Rise in profits

CRO aims at converting prospects into customers. When your conversion rate increases, so does profitability. Yes, you will spend more on scaling up to the number of customers but your advertising cost and other ‘fixed’ costs will remain the same, which increases your profit. Analyzing and making small cost-effective changes will increase the value of your site, instead of rethinking costly strategies.

3. Rise in the number of customers

More profit also translates to more customers. Once conversions happen and profits increase, you can allocate some of your budgets to increase your advertising bid prices, which can help you reach a wider audience and eventually more customers.

4. Increased customer-centricity

CRO ensures it is easier and simpler for potential and existing customers to browse through your pages and take action. An approach that keeps customers at the nucleus will be able to design features that customers will appreciate. Adopting changes in keeping customer behavior and preferences in mind will turn happy visitors into happy customersOpens a new window . (Click on the link to read about 3 Ways to Deliver a Deeper Customer Relationship)

5. Increased Traffic

A website optimized for conversions will get to engage visitors and keep them engrossed. These visitors will spread the word and bring in more traffic. And if it is relevant traffic, the probability of conversions shoots up.

6. Staying ahead of the competition

CRO involves improved functionality, enhanced user experience, better site value, and great content. By understanding what appeals to your audience, you can create fascinating content, that appeals to your audience. Tailoring content to customers’ needs will attract your target audience and help you stay ahead of the competition.

Also Read: Could a Voice of Customer Program be the Ultimate CRO Hack?Opens a new window

Conclusion

CRO is not a ‘be all, end all’ approach but it is also not a strategy to be put on a back-burner. It must be integrated with other strategies to complete the story of your marketing efforts. A research-oriented and data-driven Opens a new window approach. (Click on the link to read about How Marketers Can Adopt a Data-driven Approach)

to understand what suits your target audience, testing your decisions and a focus on how you can serve your visitors better is the key to effective Conversion Rate Optimization.

How are you using CRO? Tell us on TwitterOpens a new window or LinkedInOpens a new window or FacebookOpens a new window , we’re always listening.
(Updated: 03/26)