Conversion Rate Optimization (CRO) is the practice of increasing the percentage of users who perform a desired action (Conversion) on a website. Desired actions can include purchasing a product, clicking ‘add to cart’, signing up for a service, filling out a form, or clicking on a link.
Your site's conversion rate is the number of times a user completes a desired action divided by your site traffic.
Conversion Rate Optimization is beneficial for all types and sizes of businesses irrespective of their industries.
Data should underpin your CRO strategy, as it will allow you to create conversion-friendly segmentations based on your customer and potential customers’ actions, lifecycle stage and purchases.
Conversion Rate Optimization is all about helping visitors to your website find what they're looking for and speeding up the process. The more you understand your customers, the more you can tailor the customer experience and lead visitors towards making a converstion.
It’s not a case of one or the other. CRO and SEO can sometimes go hand in hand. Search is becoming smarter, and Google itself has acknowledged that user behavior is taken into account when ranking pages. This means websites that offer the best customer experience will rank higher. So all that work you're putting into optimizing the customer journey will not only result in more conversions, it will move you higher up in the search results too.
Create tailored customer experiences for new visitors to your website and loyal customers. Segment your loyal customers and shower them with affection in the form of ‘welcome back’ popups, personalized product recommendations in their most purchased product categories, and replenishment emails reminding them to repurchase. Optimizing your customer journey will turn one-off purchasers into loyal customers by anticipating what they want and making them feel special.
The benefits of Conversion Rate Optimization are clear. By focusing on CRO you can gain a better understanding of your customers, convert more customers and lower your Cost Per Acquisition (CPA), boost your SEO efforts and increase your customer lifetime value.