What is conversion rate optimization?

Posted on in For Geeks Only

click-1276072-mConversion rate optimization is a marketing term and is often referred to as CRO in the industry. CRO relies on analysis and user feedback in order to improve the performance of your website. Specifically, CRO seeks to improve your website’s conversion rate. Whether you’re seeking to convert sales or sign-ups to a newsletter, you need your website to convert.

In order to improve your website’s conversion rate, you need to optimize it with conversions in mind. Every element of your website should serve to further your goal of converting visitors. The first thing you need to do is evaluate your goals for your website. Sit down with your marketing professional and discuss the short and longterm goals for your site.

Once you have evaluated your goals and determined the conversions you want to push on your website, you can define your key performance indicators (KPIs). KPIs are metrics that are important to your business.

Common KPIs include sales, new customer registrations, downloads, newsletter sign-ups, etc. Key performance indicators will help you assess your current conversion rates and gauge the success of your CRO efforts while working with your marketing professional.

Ultimately, your website needs to convert. Whether you use your website to convert sales or simply to generate leads, you need visitors to your website to take action. Common conversions include signing up for your newsletter, becoming a fan of your Facebook page or purchasing a product or service.

While conversion rate optimization sounds rather simple, it requires a great deal of effort. You need to understand what users want upon their arrival to your website and provide it for them. Work with your website designer and marketer in order to gain insight into your KPIs and adjust your website accordingly.

In some cases, your website may require a redesign in order to optimize it for conversions. In other cases, you may be able to optimize your website’s conversion rate simply by improving your call-to-action throughout your pages. Whatever the case may be, you need to be open to change.

A lot of times, your conversion rate may be impacted by a confusing or overly complex conversion funnel. Perhaps users find your newsletter sign-up form to be too cumbersome or time consuming. Maybe your check-out cart is too complex or cluttered. Conversion rate optimization will help you identify and correct these problems in order to boost your site’s conversions.

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