Wikipedia says that: “In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers or more generally, take any desired action on a webpage.”
You don’t necessarily have to. For example, if your website is purely informative you should worry about
User Experience (UX), Information Architecture (IA), Search Engine Optimization (SEO), Web Accessibility (no abbreviation for this one!), and any other strategy that ensures your website delivers it’s message.
Let’s say your website offers great content and you want users to donate to your charity, contact you about their project, or buy your product. Yeah, those are goals. Maybe you want visitors to like you on facebook? You got it…
All these are goals and they have a Conversion Rate you can optimize.
Not really. Conversion Rate Optimization got popular in the late 2000’s when the online competition became too strong.
Everyone wanted a piece of the internet cake and it lead to a high level of competition where improving a website’s marketing became the difference between failure and success.
It’s not new. CRO is based on Direct Response Marketing, a marketing method invented a century ago. Like Direct Response Marketing, CRO follows the path: Track, Test, Improve. Direct Response Marketing also used A/B testing, response tracking and audience testing.
Great! Let’s move forward.
The first step of Conversion Rate Optimization is to define your goals.
If you are working with an ecommerce site your goal should be to sell more products.
If you have a great blog, you probably want visitors to subscribe to your newsletter or like your Facebook page.
If you are a professional baker you probably want people to book your services for their birthday party next month… Examples are endless.
Your main goal is called the Macro Goal, but it’s not the only one. Your website probably also has a lot of smaller goals that are very important to you. For example, let’s say that you invested time and money in an awesome new video you put on the website then you probably want to know how many people are watching it. We are going to track it.
If your video helps your visitors it is possible that it will lead to a more conversions of your macro goal and that’s good for you.
You’ve heard about Google Analytics haven’t you?
You know that it’s great to track a lot of data and apparently everyone uses it. Good news, it is great! Bad news, everyone uses it.
Google Analytics will help you track your goals, see where your customers drop-off, and fix it.
Hey there! It’s exciting but let’s take some time to think and test. Your ideas are probably awesome, but nothing proves that they will lead to more conversions.
Even a brand new design doesn’t guarantee a better conversion rate. Maybe your users loved your old design.
When we do CRO for our clients we analyse every channel, we do user profiling, we build hypotheses on how to simplify the conversion funnel, we connect it with our clients’ Social media campaigns, SEO and SEM…
We understand the data first.
And we test them.
We have great tools to test these ideas. If they work and actually help your conversion volume, we implement them on your website.
It’s simple right?
Well it’s rarely that simple, but every hypothesis and every test helps your business a lot and ultimately leads to your success.
What we realized here is that very often our clients need better SEO and CRO, so we created a way to interlink them into a more global strategy named CVO. Conversion Volume Optimization.
At the end of the day, whether you have an ecommerce or a corporate site, what matters is your conversion volume.
We are CRO specialists based in Toronto and we can help you improve your conversions.
Contact us to learn more about what CRO can do for your business.