Conversion Rate Optimisation, or CRO as it’s sometimes known, is a way of improving the layout and content of a website to increase the amount of conversions it generates.
A conversion doesn’t necessarily need to be a transaction – it can be something as simple as filling in a form or signing up to a mailing list, downloading something or even making a telephone call. Whatever it is, this should be the point of the page and if it’s not generating conversions then there is something wrong.
So the big question is, why is this important? It doesn’t matter how many people go to your website or even browse your website, if it’s not optimised for them to convert, then most probably they won’t. Or maybe 0.1% of them will. Which means that if you get 1,000 visitors to your website in a month, 1 of them will purchase or fill out an enquiry form. That’s not many, the average conversion rate online is 4% and so if you are below that then there is room for improvement. And so if you can increase conversion rate to 4% your 1000 visitors would generate 40 enquiries, and that’s without increasing the number of visitors to your site.
CRO should be the starting point for any business serious about its online activities, otherwise, you are missing out on enquiries, sales and revenue. Conversion Rate Optimisation WILL help you increase your customer base, sales, brand awareness – whatever your main or one of your goals is, and maximise your returns moving forward.
If you want to know more about Conversion Rate Optimisation, check out our blog posts on the topic!