Conversion Rate Optimisation (CRO)
So what is conversion rate optimisation and why is it important for my business? Conversion rate optimisation (or CRO), is the methodology of maximising the rate of conversion on your website. This can take many forms depending on your website and your business. For an eCommerce shop a conversion would be a sale, an account signup, or a subscription to your mailing list. For a brochure website promoting a service, the most important conversion would be a sales enquiry.
The reason this is important to your business is because one way or another, through traditional advertising, SEO, pay per click, or social media marketing, you are paying for traffic to arrive on your website. If your website has a very low conversion rate, the you are effectively throwing money away. Improving your conversion rate will provide your business with a much higher return on your investment.
What does CRO entail?
There are many factors which can influence conversion rates. As a service model we focus on the following:
- A/B Testing
- Analysis of user journey
- Copy optimisation
- Landing page optimisation
- Customer feedback
- Analysis of cart abandonment
- User segmentation
The methods used will be dependent on your website goals. For example an eCommerce website will require a different approach to a brochure site. Ultimately the CRO process will be tailored to your specific business needs, with a focus on optimising conversion rates and increasing your website marketing ROI.
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