Conversion Rate Optimisation (CRO) is the process of increasing the percentage of website visitors that take a desired action (or conversion) on your page, or website. Desired actions may be a phone call, requesting a quote, downloading an eBook, a monetary transaction or something more simple like clicks on certain links. It’s an approach to better understanding how your visitors interact and understand your business.
Why do CRO?
The purpose of CRO is to continually update and improve your landing or web pages in order to provide a better user experience (UX). Better UX results in increased conversions. CRO strategy can include methods such as heat-mapping, session recordings, online surveys and feedback polls, page scroll analysis, form analysis and conversion funnel optimisation. This should also be carried out across desktop, tablet and mobile, which has become increasingly more important with the rise in mobile device usage. As a business owner, or a marketer, we need to understand how our potential customers (clients, patients etc) are interacting with your website, across multiple devices.
Alternative approaches may include trying to achieve some form of commitment from every user that enters your site, such as email subscriptions opt-ins and incentives (which are becoming increasingly popular in eCommerce) or exit opt-in popups (trying one last time to get some commitment prior to the user leaving). Such strategies generally include some form of incentive, such as a discount or free information.
Undertaking CRO is crucial to any business that has an online presence. Developing real user data as they interact and view your site is very powerful. Such qualitative and quantitative data will allow us to conduct sufficient analysis and draw conclusions from your web traffic, enabling us to make more informed, data-driven business decisions.
Hypothesise, Test & Measure
We will make a series of hypotheses of site adjustments and enhancements that that we can intelligently test. Using scientific methods such as A/B testing and multi-variate testing, we can test assumptions, run strategic conversion focused campaigns, measure results and make further recommendations based on outcomes. Experiments can be extracted using insights from advanced user behaviour techniques and data analysis.