Definition of CRO
One of the primary goals of a business is to convert engaged users who will love what you have to offer and help your business to grow by recommending your products or services to friends. Conversion rate optimisation (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. Some of these actions include purchasing a product, clicking ‘add to cart, signing up for a service, filling out a form, clicking on a link, and more. Conversion Rate Optimisation helps in improving the performance of your website. That is it provides specific, analytical, and user feedback, in line with your website’s unique objectives and needs (KPIs), directing the traffic you already have and making the most out of it.
How to Calculate Conversion Rate
CRO is calculated by simply dividing the number of conversions by the number of visitors and multiplying that number by 100 to get a percentage.
With conversion rate optimisation one can choose to either be specific or broad with its conversion. Here are some types of conversion rates you can use to examine performance: overall conversion rate, marketing channel conversion rate, page-level, campaign, individual ad conversion rate, and keyword conversion rate.
The Importance of Conversion Rate Optimisation
1. CRO allows businesses to lower their customer acquisition costs by getting more value from the visitors and users they already have.
2. There is always room for improvement when it comes to increasing conversions. An active CRO helps in improving your business sites and apps to create a better experience for their users and grow conversions.
3. Another importance of CRO is that it increases online competition. With this high rate of online retailers, the ideal way of converting your page visitors into customers is to have a website that is easy to use. Have a site that automatically funnels the visitors towards taking the actions you want them to take.
4. By optimising your conversion rate you will increase revenue per visitor, acquire more customers, and grow your business. A higher conversion rate means making more of the resources you have. By studying how to get the most out of your acquisition efforts.
5. Audiences are provided with a better user experience. When users feel comfortable on your website, they tend to stick around longer. They will engage more with your brand and also help recommend your brand to others.
6. Conversion rate optimisation helps in enhancing trust. A business website is a number-one salesperson, meaning all the information is genuine. When prospects find your site and its information is authentic, their trustworthiness for your brand increases.
7. Conversion rate optimisation looks at attracting the right customers for your business. It gives you more insight to better understand your key audience and find what language or messaging best speaks to their needs.
8. Another benefit of CRO is that it gives you better scalability. While your audience size may not scale as your business grows, CRO lets you grow without running out of resources and prospective customers.
Ways on Improving CRO
- Work with a good web design agency (such as the Xanda) to make your brand’s Call To Action (CTA) buttons stand out.
- Ensure to replace CTAs that users tend to ignore.
- Easy communication. Make it as easy for the visitor to contact a real person and receive support.
- Try to minimise your page load times, and decrease bounce rate to keep audiences on the site longer.
- Continually optimise your content for search engines.
- Have re-engagement techniques in place for users who visited your site but did not complete the desired CTA.
Where to Implement a CRO Strategy
Website Homepage
While trying to make a great first impression on visitors, the homepage is also an opportunity to retain those visitors and guide them through your website. A homepage is an ideal place for conversion rate optimisation. For example offering a free signup button, putting up a big discount offer, or incorporating a chatbot that solicits questions from visitors.
The Pricing Page
CRO can help a pricing page convert visitors into customers. Note that your website’s pricing page is the make-or-break point for many audiences. Ensure to modify the pricing intervals by describing the product features associated with each price, including contact details for visitors to call for a price quote, or adding a pop-up form.
The Site Landing Page
A business landing page is inherently designed for people to take action. Make your landing page draw the attention of audiences for them to be willing to take action. A landing page that offers free resources can be optimised with preview content from that resource to encourage visitors to download it.
Blog Post / Articles
While publishing thoughtful and helpful content about your industry, you should incorporate CRO into your blog; it will help to convert readers into leads. This includes adding calls-to-action (CTA) to the article or inviting readers to learn more about a topic by submitting their email addresses.
Get Started with Conversion Rate Optimisation – Xanda
Conversion rate optimisation is vital because it gets the ball rolling. It helps brands acquire more customers in a shorter time, and improves other marketing campaigns. Your business will have a huge benefit once it has an effective CRO in place.
Now is the time to get your website conversion rate optimised! The Xanda design and marketing team is eager to work with you to help improve your conversion rate. Contact us today for more information.