What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) finds out why visitors to your website aren’t converting into customers and provides an insight on how to turn more visitors into paying customers. CRO can improve the performance of your website by using analytics and feedback to come up with changes that need to be made to your site, all of which are data driven.

A conversion is when a visitor on your site performs an action you want them to make. Your conversions should be unique to your business. Some examples include; signing up to receive your news or promotional letter, download an app or document, complete a contact form or make a purchase.

By taking a structured and data led approach to improving your website performance you will be making informed changes that have been backed up by the current traffic on your site. CRO is not based on guesswork or a hunch, or by opinion. Listening to user feedback will enable you to turn more of your website visitors into customers, thus increasing conversion rate

Why is Conversion Rate Optimisation important?

You are no doubt extremely proud of your website. Even if you have an epic looking website and your visitors are converting into customers, there is always room for improvement. More than likely there are steps you could take to make your conversion process easier and less painful for potential customers.

Both paid advertising and appearing in organic results is constantly becoming more completive and in cases expensive too. If you have to spend more money to send people to your website then it is imperative that you are addressing any roadblocks in your conversion funnel.

Conversion Rate Optimisation can lower your cost per acquisition (CPA). If you are able to double your conversion rate you have essentially halved the cost of acquiring a new customer. Improving conversion rates will deliver a better return on investment across all of your marketing and advertising efforts.

How to get started CRO?

Any CRO strategy should begin with putting yourself in your visitor’s shoes. Look closely at your conversion funnel. Is there anything in your process that could confuse potential customers?

Here are five CRO elements to look at that will get you off to a great start

Is your call to action obvious and clear?

  • Does your site look trustworthy; your top priority should be your customer’s online security.
  • Have you shared customer testimonials; showing new visitors how happy your existing customers are is a tactic often overlooked. Social proof is a powerful conversion rate driver.
  • User Experience should be the heartbeat of your website. Is it easy to complete your checkout process?
  • Is your site optimised for mobile users? Registration, contact and payment pages should be easy to locate and use.
  • There are a number of Conversion Rate Optimisation tools available

Are you beginning to see how Conversion Rate Optimisation can play a key part in improving your businesses bottom line? Even if you have never ventured into CRO before Gecko are here to hold your hand through the whole process. If you would like to find out more get in touch with us today.