Have you wondered what the heck is conversion rate optimisation? In this article, I’m going to explain exactly what cro is and why conversion rate optimisation is important for your company.
Let’s start off by defining cro: it is a systematic process of increasing the percentage of visitors to your website who take the desired action or actions you have in place for them.
It is essentially looking for ways to increase your conversion with your audience. Conversions in this case could be booking a call to filling out a form or downloading a free lead pdf that you have prepared for them.
But how do you get more of your visitors to take those action? That’s where you need a conversion rate optimisation strategy.
Why You Need A Conversion Rate Optimisation Strategy
Why is having a conversion rate optimisation strategy important? Well, you probably agree that producing online traffic through SEO, social media and paid advertisement is an investment in time and money and those efforts can be wasted if your website isn’t converting visitors into customers.,
The ultimate goal of a website is to convert traffic into customers rather than just churning content for content’s sake.
A conversion rate optimsation strategy requires to you turn your attention towards creating what your visitors actually want and considering what will get them to convert.
I’m going to lay out a method to help you get into the conversion rate optimization mindset. Now, this might feel a little bit like a scientific process.
You probably learned way back in high school or college that a scientific process is where you make observations, predictions, and conduct tests so that you have some form of results to examine. You then revised your approach accordingly based on your results.
That is how you should approach conversion rate optimization.
Conversion Rate Optimisation Step 1:
The first step is the preliminary research where you’ll want to decide which online actions are significant to you.
Ask yourself what is your key performance indicators based on those actions that you want your visitors to take. It could be a sale of a product or simply a download of a pdf guide that you are giving away.
It’s critical that your team understands your buyers persona and the individual goals of your company when doing this.
The next thing you want to do is to calculate your conversion rate: the total number of conversions divided by the total number of site sessions. This is how you will track your performance and whether your hypothesis is valid or not.
You’re going to want to develop a testable hypothesis for your conversion rate optimization strategy.
Conversion Rate Optimisation Step 2:
The next step of the conversion rate optimization strategy involves putting your hypothesis to the test. Begin by taking benchmark measurements so you know where you are currently at.
This is important because without tracking this, you are clueless whether your hypothesis was correct tor not.
Now you want to focus on testing one variable at a time. Once you have the results, you want to anlayze the figures and determine if your hypothesis was right or wrong, then make the changes depending on your findings.
It is important not to get emotional or see a failed test as a failure. A failed test tells you what isn’t working and can be a valuable learning experience.
In conclusion, conversion rate optimisation can be a rather simple but powerful concept to implement. If your website is getting decent traffic and you are not applying the conversion rate optimisation strategy, then you are leaving money on the table!
New to online internet marketing? Check out some of the other tutorials I have written here.