Simply put, Conversion rate optimisation (CRO) is the process of increasing the rate at which your website converts visitors into leads/customers. So, let’s say your website has 1000 visitors per month and it’s able to capture 20 leads through a contact form. This would mean that your website’s conversion rate is 2%. CRO is the process of improving this conversion rate to ultimately increase leads/sales. Changing the conversion rate of your website from 2% to 3% through conversion rate optimisation would increase the number of leads/sales your website receives by 10 per month (33.33%).
Conversion rate optimisation is the process of splitting website visitors between two or more versions of your website and then choosing the version that converts better to use as your website moving forward. Completing such tests over an over again will increase the rate at which your website converts. It’s a bit like sales training for your website. So if you’ve ever wondered if your website would work better with a different banner image or a contact form in a different colour, conversion rate optimisation takes the guess work out of it.
In a perfect world, you would always be engaging in conversion rate optimisation. However, there is a point at which it makes more sense to increase your conversion rate rather than your website traffic. The general rule of thumb is, if your rankings and website traffic are low, worry about your other digital marketing efforts first. Likewise, if your rankings and traffic are quite strong, then conversion rate optimisation should be part of your digital marketing plan.
We can! All of our account managers and technicians are experts in CRO and will look into your website data and heat mapping to determine how your visitors are currently using the website and to identify what might be stopping them from converting.
Ready to make your website work harder? Then give us a call!