What is CRO?
CRO stands for conversion rate optimisation. It’s the process of enhancing your site to improve visitor metrics. The action doesn’t necessarily have to mean a customer purchase. You can optimise for any desired action you want visitors to take on a page. For example, anything from a newsletter signup, to an app download, sale, receiving a call back, a video view and so on.
If your marketing efforts are driving traffic to your site, but your conversion rates are poor or have room for improvement – then CRO can help you get more value.
Conversions can take place anywhere on your site. Therefore, it is essential to optimise individual pages and make continuous site adjustments to drive visitors towards your desired outcomes.
We’ve listed some CRO techniques and approaches below:
One of the most important CRO techniques is performing regular tests. User tests can reveal how your site visitors respond to different features, layouts, content and other aspects of your site. It will provide you with direct input about how users are navigating and interacting with your site. The following are a few examples of the questions that can be answered through user testing:
The results you find from user testing will enable you to make relevant changes to your site as a result of customer feedback. User testing is therefore a way of generating more leads.
Find out how we can perform user testing.
Optimize is Google’s solution for A/B testing – enabling you to improve your CRO through Google Analytics. So, how does it work? Google Optimize is a split-testing tool which you can plug into your site – allowing you to test what is working and what isn’t. The tool sits ‘on top’ of your site and makes it possible to alter various aspects and test how each change will impact your performance.
When running tests through Optimize – you can experiment with your layout, content, design, CTA (call-to-action) buttons and more. The main benefit of this tool is that you are not simply relying on your own opinion – but you can gage the reaction of real users. You also have the option to test different elements to specific groups and audiences – which you can control in Google Analytics.
A test compares different versions of your site – and measures which version is doing a better job of leading visitors towards your goals. You can run different tests using Optimize – depending on the depth of your changes. We’ve explained 3 key test types:
There are numerous reasons why digital marketing teams are increasingly making use of CRO training, and businesses are recognising the benefits. Some of the ways you could benefit from a CRO campaign include:
Find out about our CRO process.
CRO is an essential contribution to the success of your site, your customer relationships and your brand reputation. If you have any questions, or you want to find out how we can help you meet your objectives through CRO, please get in touch.