Conversion Marketing

What is Conversion Rate Optimization (CRO)?

JannelleChemko
ByJannelleChemko

What is conversion rate optimization?

When visitors are coming to your website and are achieving a specific goal that you’ve already set out for them to achieve, that’s called a conversion. Conversions don’t necessarily have to be the purchase of a product or service; they can also be specific actions such as an email sign-up, a new account creation, an app download, or a request for a demo.

Conversion rate optimization (CRO) is the process of optimizing your site to increase the likelihood that your visitors will complete these actions. CRO is all about creating a website experience that will turn your visitors into customers and increase your leads and conversion rates.

Conversion Rate Optimization.png

So what are some of the ways that you can impact your CRO? Here’s the list you should be focusing on:

  1. A/B TestingA/B or split testing is the process of comparing two versions of a site page against each other and seeing which has a better performance rate in terms of visitors. These results can help you to understand your current website design, validate new design changes, and ultimately improve your conversion rates. There are a number of really great online tools available to help you with your A/B testing; check them out in our latest post here.
  2. Segmentation: your website has many different types of visitors: some may have found you by accident and will browse a few pages before leaving, never to return again, while others may have found you through a PPC ad and may purchase from you in the future, and still others may have typed your website directly into their search engine and intend to buy from you this instant. You obviously want your focus to be on the visitors who have found your site through paid advertising or SEO search engine results, and especially those who have searched directly for you: hence, segmentation. Properly segmenting your website content to these different types of visitors will help you to convert them more efficiently. For example, you may choose to present a different call-to-action button depending on the type of visitor.
  3. Buyer’s Journey Analysis: The Buyer’s Journey is the research process a person goes through, leading up to a purchase. This is a model that is used to help sales and marketing understand a buyer’s needs, problems, and behaviour through the buying cycle. From this, you can develop appropriate content to address each specific stage of the journey and help guide prospects along the way. Collecting and organizing the way that your customers research your products and services, and the way that they use your website, is the best way for you to truly understand your customer base and how you can encourage them to take specific actions  once they’ve reached your site.

These are just a few of the ways that you can experiment with your conversion rate optimization, and therefore, your overall conversion rate. CRO isn’t about pushing all of your website visitors to convert, but rather, guiding already-engaged prospects through the optimized pages of your website until they’ve achieved a goal that is beneficial to both of you.

To get some more help on the website-design aspect of conversion rate optimization, check out our free creative brief template, and learn how you can make some easy improvements.

About the Author

JannelleChemko

JannelleChemko

Numbers Ninja & Digital Dynamo
Jannelle Chemko has been working in Operations and Accounting since 2007. After earning a Bachelor’s Degree in English, she is now in the midst of her CGA designation.

As strange as it sounds, Jannelle is a numbers and a letters guru: in addition to extensive full-cycle accounting experience in the technology and retail industries, Jannelle is also passionate about writing. In between crunching numbers and building excel reports, she researches, creates content, and keeps up to date with digital trends.

When she’s not working to meet school and month-end deadlines, you can find Jannelle outside walking her dog, and enjoying the beautiful Vancouver air.
Follow Me On: Facebook

You may also like...

By continuing to browse or by clicking “Accept” you agree to the storing of first- and third-party cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookie policy | Privacy Policy

Privacy Preference Center

Close

Your Privacy

Umami Marketing Inc. appreciates your interest in its products and your visit to this website and respects the privacy and the integrity of any information that you provide us as a user of this Site. The protection of your privacy in the processing of your personal data is an important concern to which we pay special attention during our business processes.

Privacy Policy

Required
Personal data collected during visits to our websites are processed by us according to the legal provisions valid for the countries in which the websites are maintained. Our data protection policy is also based on the data protection policy applicable to Umami Marketing Inc. Read more

Cookie Policy

Required
Umami Marketing uses cookies and similar technologies, such as HTML5 web storage and local shared objects (all referred to as ‘cookies’ below), to record the preferences of users and optimize the design of its websites. They make navigation easier and increase the user-friendliness of a website. Read more

Essential cookies

These cookies are essential for websites and their features to work properly. Without these cookies, services such as the vehicle configurator may be disabled.

Cookies used

  • WordPress Required

Performance Cookies

These cookies collect information about how you use websites. Performance cookies help us, for example, to identify especially popular areas of our website. In this way, we can adapt the content of our websites more specifically to your needs and thereby improve what we offer you. These cookies do not collect personal data. Further details on how the information is collected and analyzed can be found in the section ‘Analysis of usage data’.

Cookies used

Third-party cookies

These cookies are installed by third parties, e.g. social networks. Their main purpose is to integrate social media content on our site, such as social plugins.

Third-party cookies