What is CRO and why is it important?

What is CRO?

CRO aka ‘Conversion Rate Optimisation’ is when you look to optimise and improve the rate in which a website user engages with your website in order to carry out a conversion – whether this is a lead or an online sale. Other conversion measurements on a website might include account registrations, file downloads, enquiries, live chat etc, the list goes on. 

As a rule with CRO, you are using existing website data in order to inform decisions on how to improve the rate in which a website user engages with your website and content. It is the starting point to ensure you maximise results for your business online. 

Why is CRO important?

CRO is an essential part of a well-conducted digital marketing strategy, it is likely that the transition from traffic to lead/conversion will increase if implemented correctly. It is essential to consider conversions when building a website and monitor conversion rate performance. The interactions a user takes on a website can be the difference between your business generating revenue each month – whether it’s through a product sale or a potential website lead for a service that is offered. This is why you should also constantly revisit and monitor what levels of engagement you are seeing throughout a site and highlight where users are dropping off within their journey, or if there is a certain device that sees fewer click-throughs or conversions.

You are most likely to be paying to get traffic to your website from different channels; paying advertising platforms or other third parties. The higher your conversion rate; the more cost-effective and better your ROI becomes. Every single conversion has its own particular value dependant on what it is and what a business’ margins are for their services and products. As well as this, understanding what you are willing to pay in order to generate a website conversion can help towards implementing a high-quality CRO. This is where reviewing the CPA (cost-per-acquisition) is helpful in measuring the success of ongoing CRO activity.

It is easier to convert someone that is familiar with your website and/or brand but it’s essential that you are engaging with the right audience and driving them to your website through a variety of channels (Organic, PPC, Facebook, Twitter, LinkedIn, Email etc) – CRO should take this into account; clear messaging, accurate call to actions and positive user journeys all play their part in improving your conversion rate and should be regularly thought about when improving a website. When you have the basics right and you are starting to see conversions improve you then want to attract more high-quality traffic which falls under the PPC, Paid Social and traffic growth strategies.

If you are experiencing any of the following scenarios (to name a few), you must consider implementing a CRO strategy:

1. Your website is receiving a lot of traffic but you are not seeing any conversions on your website at all

2. You have a website where you get a good amount of traffic, however, desktop users generally convert at a much higher rate than mobile or tablet users

3. You are running a campaign to a specific landing page, users are bouncing straight off the page because they are unable to find what they want.

4. A tailored and focused CRO strategy will help you identify areas to improve your website journey and usability, ultimately helping you generate more leads or increased revenue for your business. 

A few CRO takeaways

– Gain as much website data as possible

– Get enough quality website traffic to understand the average user journey

– Define the monetary value of each individual conversion on your website

– Always consider the aim of the website

– Never forget a business’ aim and objectives

– It never stops, keep revisiting your website performance – you can always DO MORE.

Our digital marketing team is available to help you with your CRO strategy in-line with your Digital Marketing activity in order to help grow your business further. Contact us now to arrange a .conversation, on 01603 252555 or fill in a contact us form here.

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