Conversion Rate Optimisation (CRO) is an essential part of any successful internet marketing campaign!
We have been supplying conversion rate optimisation (CRO) services to businesses in and around Birmingham for a number of years now and it never ceases to amaze us how seemingly small changes can have such a profound effect on the flow of visitor traffic and the resulting increases in business our clients then get.
Conversion rate work is certainly not complicated at a basic level and there are a few checks that every website should run through before it is set live, especially if the site owner is looking to use it as a marketing vehicle.
The theory behind conversion rate optimisation or CRO as it is sometimes known, is to encourage a larger percentage of visitors to achieve the sites ultimate ’Goals’, be that to purchase a product, complete an enquiry form, interact over live chat or call you! Any of these things can be seen as a positive result and therefore a goal of a website.
Once the sites goals are identified the site needs a clear funnel for visitors to follow with clear instructions taking them directly to the goal completion by the shortest possible route. It sounds very simple but you would be surprised how many sites there are online that have not even considered this as part of their website design or content strategy.
The final piece to the conversion rate optimisation puzzle is actually one of the most important pieces of any internet marketing project and that is tracking. Without proper tracking on your website it is impossible to gauge the success of anything that you do. Where has our traffic come from? What search terms we were found for and most importantly what the visitors did when they came to the website? Without this information we cannot make informed decisions on the success of any internet marketing campaign.
If you improve your conversion rate from 1% to 3% you triple your turnover!
Quick Conversion Rate Checklist, How does your website rate?
Do you know what the ultimate goal is for your website visitors?
Is it clear to your visitors what that goal is?
Are there any reasons for the visitor to complete the goal?
Is the funnel or path to the goal clear with strong ‘calls to action’?
Is your telephone number visible on every page with a clear ‘call to action’?