Conversion Rate Optimization

Why does conversion rate optimization matter?

Conversion rate optimization (CRO) is the process of increasing the percentage of website visitors who take a desired action. CRO involves everything from how users move through your site, how long they stay on each page and which buttons they click. However, the most important consideration is what stops them from completing your goals. A goal can be anything from subscribing to a mailing list, sharing a recent post or following through with a purchase.

A conversion, in simple terms, is when a visitor completes the desired action. The conversion rate is the number of visitors completing the action over the number of total visitors. Let’s say 5 out of 100 visitors followed through with the purchase, your conversion rate would be 5 percent.

There are micro- and macro-conversions. Macro-conversion is usually the final goal that the site is trying to achieve, such as a quote request or completing a purchase. A micro-conversion is an action that can potentially lead to a macro-action, such as subscribing to the mailing list or adding a product to cart.

There are many things a business can do to improve CRO, such as creating a user-friendly interface, easy navigation, improving your website’s page load time and engaging content. However, many sites have difficulty determining why their site doesn’t reach the desired CRO. This is why most succesful online businesses test their site with analytics. They try to find ways of how they can improve to create the best user experience which ultimately leads to a desired action. 

How can I help you with conversion rate optimization?

Conversion rate optimization equals increased sales. By paying attention to CRO, you can indentify the weak spots in your website. I can guide you on a variety of tests and analytics to discover areas for improvement. There are numerous functions to consider to optimize your conversions, including:
1.  Website usability – improve user experience by making your site load faster and easier to navigate;
2.  Call-to-action – must be an attention-grabbing element that sends a clear message to take action;
3.  Forms – get relevant data from visitors so you can market to potential leads via email and other methods;
4.  Conversion funnel – create a conversion funnel based on target audience interests and touch-points;
5.  Multivariate testing (MVT) – test multiple versions of the same element, such as landing pages or banners;
6.  A/B testing – split your audience, and test two versions of an element to see which one converts more people.

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