Many people throw around the term conversion rate optimization without fully understanding its meaning and importance. Conversion rate optimization, or CRO, covers the steps of website optimization and structuring that are used to maximize consumer activity. 

Focusing on search engine optimization increases your CRO and improves the consumer experience. SEO should be prioritized because it leads to an increase in impressions on your website; however, you should think of SEO and CRO as two parts of the same idea because CRO will help those impressions turn into conversions. 

Conversion Rate Definition 

A conversion rate signifies the number of positive interactions you have on a website. And you can define conversion rate optimization as the number of times a user completes a goal divided by your overall site traffic. Your site traffic is optimized by your SEO strategy and should be planned out according to your website’s intent or reason for conversions. 

Another way of looking at CRO is to see it as the percent of visitors who complete a desired action on your website. The desired action can include selling a product, filling out a form, completing a survey, or clicking an advertisement.  

Conversion Rate Optimization

Conversion Rate Optimization will happen after a visitor first engages with your website and is meant to enhance your website and content to boost conversions. A simple way of achieving effective CRO is to improve your website’s formatting structure for better consumer use and enhanced accessibility to external website links. 

A high conversion rate shows the consumer appeal for your website and means your website is well-designed and formatted effectively for your target market. This process boosts highly qualified leads, increases and more greatly diversifies revenue streams, lowers customer acquisition costs, maximizes the return from current leads and customers, and improves overall business growth. 

Four Website Areas Benefiting from CRO

Homepage

A website’s homepage is the primary hub a consumer uses to find information and navigate further sections of the website. It also is the main area that needs to be improved if you want to increase your website’s conversion rate. A well-optimized homepage allows you to retain visitors and increases follow-through on impressions. 

A well-optimized homepage should also showcase product and social media links, promote interactivity (such as with a free sign-up button and notification), and/or incorporate a chatbot to help guide visitor activity.    

Pricing Page

A pricing page shows up at the point-of-sale and is generally referred to as the make-or-break point for website visitors. It determines whether a visitor is an “impression” or if they become a conversion. 

Proper CRO for a pricing page may include a price chart for different payment periods, methods, or shipping regions. It may also include product specifications associated with price or customer support details.

Blog

Company blogs, or blogging in general, often get a bad reputation as a superfluous facet of a website that few people pay attention to. Those who think that are wrong, blogging informs visitors about a specific area that a business is involved in more than any other part of the website. 

Blogging comes in different forms for different websites, but it should be used to educate consumers and improve interactivity with a brand through its comment section and social media. Blogging is an important tool for website conversion rate optimization because it converts readers into potential leads and strengthens customer foothold.     

Blogging may also include a call-to-action (CTA), which invites visitors to learn more about a given topic through supplemental information, such as eBooks and industry reports, by submitting their email.   

Landing Pages

The sole purpose of a landing page is for a visitor to interact and learn about a brand, then take further action. Optimizing a landing page aims to improve the aesthetic design and simplify content that is already on the landing page. 

Landing pages can be optimized by showing more recent brand activity and will notify the visitor of future events. Outreach videos are an excellent example of maximizing conversion rates on a landing page. 

Conversion Rate Optimization (CRO) should always be a priority to help your organization grow and better manage your e-commerce site, online marketing, and SEO. Get in touch with My SEO Sucks so you can start your CRO and enjoy higher ROI.

Ways CRO Benefits SEO

CRO benefits search engine optimization in a variety of ways, including: 

Improved customer insights

CRO will help you understand your target audience so you can better structure content to fit their needs. It also allows you to actualize your target audience by understanding and catering to their habits. It should be repeatedly noted that impressions aren’t the same thing as conversions.

Better ROI

A higher conversion rate signifies that you are making a greater amount of sales, also known as return-on-investment (ROI). If you learn the pathways most consumers use when purchasing items or services from your site, you will not have to bring in as many customers or false impressions.

Better Scalability          

Although you have to optimize SEO fairly frequently, that isn’t the same for CRO. Your business will grow in scale with proper site organization if it has natural traffic from search engine optimization.   

Better User Experience

Users who feel they are using an efficiently designed website tend to revisit the website more often. You will also make sales quicker because your visitors can navigate through the website more easily.

Enhanced Trust

A cleaner looking and more functional website increases consumer confidence and works as a salesperson by selling your product. It also allows consumers to trust your use of their credit cards and other personal information.

Methods for Successful CRO

Analytics

Analytics is also known as quantitative analysis and gives you hard statistics behind consumer behavior. It will provide information such as where people enter your website from, what features they engage with, where they found your website, where they close out of your website, and what devices they use to interact with your website.

People

Doing qualitative analysis will give you more in-depth information about individual consumer habits to draw trends and draw conclusions. You can get this type of information from on-site surveys, user testing, or satisfaction surveys. You may learn why visitors engage with your site, what makes your site unique, or how they would describe your product or service. You can also incentivize participants with discounts to get greater amounts of feedback. 

What is bad CRO?

Bad CRO involves guesses and assumptions about the effectiveness of your website design. It does not take into account any statistical information about your visitors or your target market. An example of bad CRO would be changing your website because your competitor has done something you want to either copy or avoid.

PROTIP

Pro Tip

“Use a strong color for all CTA buttons.”

 

Conversion Rate Optimization FAQ

What is a good conversion rate?

A good conversion rate is above 10%.

How does CRO differ from UX?

UX, also known as user experience, shows how a visitor uses a website. CRO takes the initiative of modifying web design to increase conversions.

What should I do before I start CRO?

It is important to gain an understanding of your target market before starting a CRO project.

Why is conversion rate optimization important?

The goal of conversion rate optimization is to make your marketing more effective, since you are not trying to reach people who may not even be interested, but rather targeting those who have already shown interest. Conversion rate optimization is important because it keeps your costs down, and improves ROI for your marketing.

How do you calculate your conversion rate?

You will need two numbers to calculate the conversion rate. First, the number of visitors (or in the case of email marketing, subscribers). Second, the number of those who take action, or convert. The conversion rate is expressed as a percentage. If you have 10,000 visitors, and 500 take action, your conversion rate is 500/10000, or 5 percent.

How will analytics help with conversions?

Improving conversions requires measurement. Analytics is a key tool in helping you with knowing what your baseline is. By using analytic tools, you can track the behavior of visitors to your website and you can see which areas of a web page are most successful in getting visitors’ attention.