What is Conversion Rate Optimization?
Conversion rate optimization (CRO) is the systematic process of optimizing your site or landing page experience based on website visitor behaviour to increase the percentage of visitors to a website that converts into customers. The CRO process involves understanding how users journey through your site, what actions they take, and what’s stopping them from completing your goals.
Simply Conversion rate optimization, or CRO, is the process of enhancing your website and content to boost conversions.
Benefits of CRO:
1. Improved customer insights
Conversion Rate Optimization can help you to better understand your target audience and find what language or messaging best speaks to their needs. Acquiring more people doesn’t increase your conversion if they’re not the right kind of people! So CRO looks at finding the right customers for your business.
2. Improving Marketing ROI
Running conversion rate optimisation campaigns on your website or your client’s website can significantly increase conversions and revenue. This results in a higher ROI. For this, several CRO tools are available on the market like Hotjar, Crazy Egg, etc.
3. Better user experience
By helping personalize sections of your site based on the visitors’ behaviour, geography, device or past browsing history, you can make the website that much more relevant to your customers/visitors.
Important areas in a website where CRO Matters
1. Landing Page Design
Landing page design is the first and important element that defines the usability and success of a website. For Example if a landing page contains products, customers can instantly add the product to their cart by conveniently clicking on the “Add to Cart” button (in a color that’s prominently visible) placed right next to the product information column. Furthermore, the effective use of white space in a website to highlight the product’s features and smart use of large images on the left side of the page quickly captures the attention of the visitors.
2. Call-To-Action
A call-to-action (CTA) is exactly what it sounds – a request or call for customers to take the desired action. This action could be anything – from subscribing to a newsletter to booking a slot in a webinar, making a purchase, availing a service, and so on. Always choose words that evoke a sense of urgency and momentum to your offerings for the CTA button. Visually appealing and crispier CTA can generate more leads.
3. Website Copy
The presence of relevant and engaging content on the website can make the difference between visitors staying on your website and fulfilling your goals and visitors leaving your site without taking any action. Headlines are the first and foremost thing a visitor sees on your landing page so focus on the font type, font size, and color of headlines to ensure it captures your visitors’ attention and is easily readable. Well-written body content is essential for a website. It must be clear and font type, size, and color which matches the overall design guidelines of the brand
4. Navigation and Site Structure
Your users will typically start navigating from the homepage, then explore its series of categories and subcategories until you’ve found what you were actually looking for. If this entire process is fluid, then your users will not have an issue with navigating through your site. But, if it’s unstructured, they’ll be lost in the process; ultimately abandoning your site and any conversion will not happen. In other words, creating a fluid, easy-to-navigate website is the key to improving user experience and increasing conversions.
5. Forms
Forms are a crucial component for companies, especially if they’re a part of their sales funnel. Optimizing these important customer touchpoints can help to improve the conversion rate. Having one-click form submits using Facebook or Mail ID can also work wonders for your conversion process. Most of the time users are already logged into one of these sites and this helps them convert much more easily. It also helps users from creating and remembering new passwords.
Popular Conversion Rate Optimization Tools Comparison
| Features | Optimizely | A/B Tasty | VWO | Google Optimize | Adobe Test & Target |
|---|---|---|---|---|---|
| General Targeting | Yes | Yes | Yes | Yes | Yes |
| Behavioral Targeting | Yes | No | Yes | Yes | Yes |
| Automatic goal tracking | Yes | Yes | Yes | Yes | Yes |
| Location segmentation | Yes | No | Yes | Yes | Yes |
| Behavior segmentation | No | No | Yes | Yes | Yes |
| Google Analytics integration | Yes | Yes | Yes | Yes | No |
| A/B testing | Yes | Yes | Yes | Yes | Yes |
| Multivariate testing | Yes | Yes | Yes | Yes | Yes |
| Split testing | No | Yes | Yes | Yes | No |
| Pricing Plan | Custom | 249 | 49 | Free | Custom |
We highly recommend Google Optimize for your conversion rate optimization. Optimize is natively integrated with Google Analytics to help you identify which parts of your site need improvement for driving more conversions. Use your Analytics site data to quickly and easily identify problems with the website, then turn those insights into action to deliver an online experience that works best for your customers and there by you can effectively improve your conversion rate.
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