What is Conversion Rate Optimization (CRO)?
Website heavy on traffic but light on leads & sales?
Seeing increased user visits, engagement and activity is always nice, sure. But if the metrics that matter to you – the ones that really move the needle – have been staying stagnant, then you need a strategy that takes your existing traffic and pushes it towards actual goal completions rather than a simple browsing session.
That’s where Conversion Rate Optimization comes in.
Using Data to Make Informed Decisions That Help Users Convert
Conversion Rate Optimization, or CRO, generally works via a process designed to ensure each and every on-page element – from written copy to visual media to the colour of a call-to-action button – will maximize conversions from your existing (and growing!) traffic.
The smallest elements can make the biggest difference in how users behave on your site. Tools like Google Analytics offer starting points as far as traffic fluctuations, time spent on your site, and bounce rates, but they don’t show you an in-depth overview of thein-the-moment thought process your users take.
With data analysis through Conversion Rate Optimization, you get a glimpse into exactly how your visitors use your site through custom testing solutions.
Here’s the step-by-step, best practice approach we take to CRO at Reach Digital:
Using key analytical data, we look at the on-page elements we think will have the biggest impact on conversions if changed.
We keep a close eye on the ongoing results of page A vs. B, retaining the data for future site changes.
Once the test is complete and a winning page has been clearly determined, the on-page elements are changed based on the results.