What is Conversion rate optimization and why it is so important

CRO, CTA, CPA, ROI … What language are we talking about? Its all about Inbound marketing. We know that, luckily or unfortunately, the terminology marketer is very extensive and it is very normal to miss in the immense and endless world of acronyms.

But, step by step. Today we want to tell you what the CRO is and why it is so important.

The word CRO, English ” Conversion Rate Optimization ” ( Optimizing conversion ratio ), is booming. This concept, which may sound like Chinese, is making companies that sell online increase their revenues considerably and improve their results on the internet.

At the moment everything looks interesting, right? Keep reading.

The CRO is a set of techniques:

The CRO is a set of techniques that have a final objective to improve the performance of a website in relation to its conversion rate.

As you know, the conversion rate is very important. In fact, it is one of the most important factors of any website. The Conversion Rate Optimization focuses on focusing all our efforts on web optimization to improve conversion.

That is, we want the traffic coming to our website to end up doing what we want it to do.

Let's take a very basic example: you have an online store with a thousand visits a day, but nobody buys. Are you becoming? No. All websites that do not convert, however much traffic they have, are making an effort that does not generate optimum results.

In this case, the CRO would analyze what it is that you have to do so that the users, once they arrive at your online store, buy.

Surely more than once you have heard the more than well-known phrase ” if you are not on the internet, you do not exist “. Well, this phrase has long evolved to ” if they do not find you on the internet, you do not exist “, and this is where SEO entered as a protagonist: helping brands to be found in the vast world of the internet.

But hey, with this we have not solved everything, there is another premise that you have to fulfill to exist, and we find it in the following sentence: ” if you do not convert, you do not exist “. And this is where the CRO comes in.

The Conversion Rate Optimization helps in converting:

The Conversion Rate Optimization helps in getting more conversions when we talk about selling more. We can find many types of conversion: you can target the sale or you can target the acquisition of leads, for example.

The Conversion Rate Optimization tries to increase the conversion rate, although the traffic remains the same. And in this case, the SEO has little to do.

Imagine that out of every 300 visits, only 3 subscribe to your website. This means your conversion rate is 1{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa}. Well, here you have two options to convert more: you can increase traffic to your website or you can increase your conversion rate using CRO.

The CRO involves making changes and improvements to your website. It involves varying the user experience so you have more guarantees of turning your visits into customers.

Using Google Analytics, for example, or from any other measurement tool, you can see where your traffic comes from and where they have converted (or where they left the web without converting). All this information will undoubtedly help you know how you can improve your CRO.

We are going to put a very simple example so that you understand even better what the CRO is and how it can help you.

Situation example

We create a landing page and promote it by Facebook Ads.
The goal of the Landing Page is to promote a course and get emails from users interested in the course.
The campaign ends and we see that the conversion rate is 6{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa}, but that of all the visits we receive by mobile the rate drops to 2{e7d47c856744df2248f2195fd30fbdddbceff01679799ef4d661e6a47ab6faaa}.

Analysis of the situation

Compare the traffic coming from both the desktop and mobile phones.
We should check the Landing Page on the mobile phone and check whether the subscription form is proper or not.
From here we conclude that the low conversion rate can be due to form which is not visible at all or a small typeface that makes reading difficult.

We move on to action

From here we perform AB tests with variants of form design and typography.

Through the test, we see that the new version has a much higher percentage of conversions in mobile.

This is a very, very simple example so you can see how the CRO works. In this case, we could continue to do tests indefinitely because the conversion rate can always increase.

The cases, which are usually more complex, deserve a thorough analysis phase that allows us to raise several hypotheses for improvement.

As you can see, we have to think of the CRO as the best way to improve our website in order to convert more.

Surely, if you have a website, your main objective will be to sell more, right? Obviously, you also want to have traffic, make branding and position yourself as an expert voice, but if the ultimate goal is not to convert, what is the meaning of your website.

Content Resource: ttandem.com and https://tapatihira.wordpress.com