What is CRO (Conversion Rate Optimisation)?

In the digital world, we see many initialisms, acronyms and abbreviations. These can often seem a little confusing, really they are not, and they are simply a quicker way of recognising important information, processes and trends. In the increasingly fast-paced world of digital marketing if you run a business it’s a good idea to have a clearer understanding of what they all mean, especially if it could result in an increase in sales.

Conversion Rate Optimisation (CRO) is an industry term used to describe a series of methods that all have the same end goal: to increase the number of visitors to your website that convert into sales. Improving your CRO enables consumers to fully engage with search and follow it through to the end result of a purchase. Improving sales and reducing shopping cart abandonment. Right now for many businesses, consistent sales are vital to surviving the challenging times experienced during the past few months and the uncertain future that lies ahead.

Online shopping has never been in such high demand and with the COVID-19 worldwide pandemic still very much changing the way consumers make purchases it looks like online shopping is only set to surge as more and more people choose to shop in a manner with as little social contact as possible. Improving your CRO could be the difference in achieving sales in what is not only a challenging period in time but also within a highly competitive online marketplace.

Improving your CRO doesn’t need to be complicated, it is about listening to consumers, reviewing their needs and implementing change.

Consumer questionnaires, surveys and feedback are a great place to start and using a mix of direct questions along with the opportunity for customers to leave a comment is a quick and simple way for consumers to communicate the challenges they face when searching your website.

Testing is another easy and effective way to source answers but does require a high volume of traffic to your website to provide the most successful results. A/B testing is a good way to test the use of two different landing pages that contain small or large variations of content. It could be a simple change such as a Call to Action (CTA) button on one page or two completely different pages. A/B testing often provides quick, easy to read results allowing for changes to be implemented efficiently.

Multivariate testing measures the differences over a broader range of changes, for example, web pages with different content, images, titles, styles and navigations. A high enough volume of traffic results can provide clear pathways for change and improvements.

Consumer testing, whether in person or done by observing remotely, is an instant way to gain a clear understanding of how consumers use, navigate and manage the use of your website. A vital element required for improving search into sales.

If all of these methods of website testing sound overwhelming then there are local digital marketing specialists who can support you through the different processes.

Of course with any research, the only way to really benefit from it is to review the points carefully, evaluate the information and then implement the changes. Only then will you see if it was successful. Consumers like to be heard, they like to feel valued and so listen to them as they are the focus for improving your CRO.

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