What is Conversion Rate Optimization?
Simply put Conversion Rate Optimization, CRO for short, is a process that tries to increases the number of website visitors who complete a website goal (convert).
What are website goals?
A business website needs to have at least one goal but can have many and these may include:
- Increasing your brand identity and awareness
- Purchasing one or more of your items
- Clicking on your affiliate links
- Subscribing to your newsletter or mailing list
- Submitting a contact form to you
- Emailing you with an enquiry
- Calling you directly on the phone
How do you increase conversions?
First we identify the goal pages of your website.
Then for each goal, we look at the “conversion funnel” and fix any parts of the funnel where visitors are leaving (“leaking”) without reaching the goal page.
Visually imagine a funnel that is wide at the top and getting narrower towards the bottom. The conversion funnel follows this model.
The wide top of the conversion funnel contains all your web pages, internal and external that capture visitors’ general interest for concepts that are related to and leading towards your goal.
As the funnel gets narrower, web pages address more specific issues and concerns that visitors may have again leading them forward to the next web page.
Finally the website visitor should arrive at the bottom of the funnel. These are your goal pages and by now the visitor should have enough information, confidence and trust from previous pages in the funnel to go ahead and complete the goal.
Is your website converting?
As a business owner it is fundamental to know how many leads and sales are being generated directly from your website and CRO will help to increase that rate.
