Conversion Rate Optimisation
Over the last few years Digital Marketing has grown and developed to the point where it has become an umbrella that hosts a whole load of services, one of these is conversion rate optimisation.
What is Conversion Rate Optimisation
CRO is the process of stepping into the shoes of a typical customer and breaking down various elements of a website to improve it in a way that would appeal to said user.
You should also know that CRO (Conversion Rate Optimisation) is not the same as SEO and the success of it is measured through different stats and metrics.
These elements can include, but are not limited to:
What are the goals?
The goals of conversion rate optimisation are to increase the amount of conversions that occur on your website, be it an increase in purchases or user registrations.
The whole point is to increase a metric that your website is currently not targeting.
But the real beauty of CRO is that it doesn’t need you to generate more traffic for your site as for the most part you are using existing visitors and making it more likely for them to convert.
A great example to use would be of a forum that generates more revenue based on the amount of registered users and subscribers to their newsletter. A CRO specialist would then look at how they could change the website in a way which would help grow these two metrics.
Common mistakes in CRO
One of the biggest mistakes that you can make when it comes to conversion rate optimisation is painting all customers with one brush.
There are no two identical people in this world and this creates thousands of variables which you could have to accommodate for when determining the best approach for your website.
At South Coast Web we perform CRO on every website that we manage through our SEO service.
Common practices in CRO
One of the most popular practices in conversion rate optimisation is split testing, this is where you create two different versions of a website or webpage and serve them up 50/50 to customers visiting your site.
This is a great way to determine the effectiveness of any proposed changes to the site as you can view analytical data to determine how your customers received the new changes and then compare that to the data for the current site or page.
Another popular practice implemented in CRO is the Multivariate test which could be considered to be an indepth split test.
A Multivariate test is where there are many variables being tested at any given time, the traffic to your site is split across all the different versions of your site.
For example if you had a checkout page that you wanted to improve you might try 4 different checkout buttons, 2 different fonts and 4 different images. This would in turn equal to 36 different variations of that page which you would split across your traffic to determine which one produced the highest conversion rate.
After all this talk about optimising your site for conversions it’s worth noting that the purpose of this service is to generate your business more revenue, because at the end of the day conversions, alone, won’t grow your business.