Do you want to make the most out of your current website traffic? Then you’d do well to master CRO. Read on to find out how this system can bring you more conversions and a host of other benefits besides.
If you think the world of SEO is overrun with acronyms, here’s another for your collection – CRO. It stands for ‘conversion rate optimisation’ and it’s something we all could benefit from applying in our work.
What is CRO?
Conversion rate optimisation is essentially a structured method of improving your website’s performance so as to improve user conversion. Rooted in your site’s objectives, CRO allows you to maximise the use of your existing traffic.
How It Works
CRO works by studying such factors as your analytics and user feedback. The results you get can guide you towards providing the user with just what he’s looking for.
Studying relevant data can reveal problems with user experience and other issues that can affect conversion. You might have bottlenecks in your sales funnel, your navigation may be unclear or there could be other usability issues.
Perhaps your content is not working effectively to convey value or build trust. Identifying and rectifying these matters can lead to significant increases in conversion.
The Many Faces of Conversion
Conversion means more than just getting visitors to buy. Of course, for a business web site, that’s the ultimate objective. But at the offset it could just involve getting someone to sign up for a newsletter or download a brochure or catalogue. Your idea of conversion will always depend on your most wanted response for a particular web page.
The Benefits of CRO
As the online environment becomes increasingly more competitive, it’s vital that we maximise the value of the traffic we receive. By helping us achieve this, CRO results in better ROI as conversion is far more cost effective than sourcing new traffic.
Moreover, CRO leads to an improved user experience which benefits our site is a wide range of ways. It improves analytics data such as bounce rate and time spent on site. This in turn helps us with rankings. At the same time, word of mouth boosts the reputation of our site leading to more traffic. And so on.
As you can see, the rewards of CRO are rich and varied. But they don’t come easily. It takes genuine effort to constantly strive to make your site the best that it can be for the visitor. But at the very least, you could start to incorporate the ideal of conversion rate optimisation into your SEO mindset.
So before you spend more on acquiring new traffic, consider whether or not you’re doing the most to convert your existing visitors. If not, conversion rate optimisation could be just what you need.