Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a lead form, becoming customers, buying products or similar.
The CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing the goals that matter to your business.
Many websites are designed to convert website visitors into customers. These conversions occur all over the website -- on the homepage, pricing page, blog, and landing pages -- and all of these can be optimized for a higher number of conversions. The process of optimizing those conversions is exactly what CRO entails.
The goal of CRO is to identify better, more efficient ways of driving and converting website traffic. Businesses who are already driving traffic to a website from paid channels such as Google Ads or LinkedIn Ads may benefit from CRO.
The first thing we look at when deciding to work with a new client on CRO is their goals. Whether the goal is to generate more leads without spending more money or drive more sales on an eCommerce site, understanding the end goal of the client is the most important step.
We then take a look at the ad accounts that are responsible for managing the processes of driving traffic to the site. We look to identify ways of improving important metrics such as click-thru-rate (CTR) and conversion rate which enables the client to get more website clicks and leads without spending more money.
Finally, we do a full website audit to see how the user experience of the site can be improved to help achieve the desired outcome. A business wanting to generate more leads on their website might be getting great traffic from Google Search for example, but if the user gets distracted or confused after clicking through to the website, the lead will be lost.
If you think Conversion Rate Optimization might be beneficial to your business, click here to reach out to our team for a complimentary ad account and website audit.