It is not enough to divert web traffic to your website. Getting more out of the existing traffic is equally, if not more, important. This would propel a company towards more long-term, sustainable growth. This is where CRO comes in.
CRO (aka Conversion Rate Optimization) is the process of adjusting your website and the content on it to generate greater conversion from the traffic already landing on it. Conversions could vary from sales, and form submission to even callbacks. It varies by country and niche. Conversion Rate Optimization allows you to increase your customers. It is important because it converts website traffic into inquiries. Small increments in CRO could lead to massive gains in revenue for a business. And the good part? Increasing your CRO does not necessarily mean an increase in operating costs. This change can be monumental for some companies and can mean the difference between profit and loss. The ability to combine CRO and traffic buying allows you to separate your business from other competitors in the market.
The Power Law of CRO
The power law of CRO states that your profit has a power-law relationship with your conversion rate, i.e. the accrued profit is equal to your conversion rate raised to the power of any number (square, cube, etc.)
The formula for Conversion Rate Optimization is represented as:
Number of conversionsTotal number of visitors* 100
Here’s another formula that shows how CRO can affect business revenue:
Number of visitors* conversion rate* lifetime customer spend=revenue
What makes a good CRO
An effective CRO is solution-oriented and can help your business gain visibility and improve ROI and overall revenue.
With successful SEO and advertising, your website or landing page gets increased traffic. CRO helps convert it into quality traffic. When optimising for conversions, you can generate more leads with the same traffic. The thing with CRO is that you do not necessarily need to increase advertising spending. Sometimes, a 1% improvement in conversion rate can generate up to a 33% increase in profit.
Where to Implement Conversion Rate Optimization (CRO)
Here are some areas on your website you can implement CRO to maximise potential revenue:
- Pricing page
- Landing page
Some could argue that the homepage is the most important part of any website. The homepage is the first page new users come across. Having a splendid homepage imprints a user and guides them further into the website.
This is another vital page on any website. CRO can help convert visitors into customers by modifying pricing intervals, adding visual descriptions and reviews, and recommending similar products along that price range, including phone numbers that can be reached in case of further inquiries.
Blogs are another avenue for substantial conversion opportunities. Asides from publishing helpful content about your industry or niche, a blog can help change casual readers into customers. This process usually involves riddling articles with calls-to-action (CTA) or inviting readers to expand their knowledge by submitting their emails in exchange for newsletters or reports.
A landing page sometimes called a ‘lead capture page’ or ‘destination page’, is a web page that appears in response to a user opening an SEO’d result from a marketing promotion or an online advertisement. The landing page would usually display a directed sales copy that is a logical extension of the advert, the SERP, or the link. They are mostly used for lead generation. The actions a visitor takes on a landing page are what determine an advertiser’s conversion rate. This makes sense since landing pages have the highest conversion rate of all signup forms at twenty-three per cent (23%).
CRO leads to more traffic, which often translates to more sales and, in turn, growth for your business.
Importance of CRO for your Business
- It helps a business make more data-driven decisions. Initiation of temporary tests based on ground truths instead of speculation would help business owners save time that could have been spent guessing. By utilising the results of tests, businesses can make smarter decisions in the future because there is data to back them up.
- Increased demand for pay-per-clicks has directly led to an increase in the pricing of such services. This is simple economics. In the beginning, pay-per-clicks were the best way for local businesses to garner attention, but now it’s becoming a non-option because clicks do not always translate to sales. CRO helps make the most of clicks on your website, basically ensuring not just traffic but quality clicks as well.
- An increase in online competition has seen a lot of companies online competing for the same customers. Big businesses are edging out their smaller counterparts simply because they have more money to spend on advertising which in turn maximises their reach. CRO can help ensure page visitors turn into customers, giving you the tools to make your website more catchy and easy to use.
- The advent of social media has been a net positive for humans in general. It has even provided a great avenue for marketing and connecting with new and existing customers. While the number of page views has increased, the attention span of users has decreased. This means you need to make the most of a user’s attention the moment you have it. CRO helps you differentiate yourself from the competition and allows users to pay more attention to what you have to offer.
- It separates your business from the rest. Any business that seems constantly optimised is seen to be more legitimate compared to those that are not optimized landing page develops a clear way from the landing page to buy products.
- CRO helps businesses identify who the target is or should be. Factors like age, location, demographics, etc., help businesses identify who their ideal customers are. While some of these factors are limited to market research, CRO helps a business understand how users navigate its website. Heat maps and other CRO tools can be used to record user sessions to find pain points. This helps businesses to measure user engagement.
- The most obvious importance of CRO is that it leads to an increase in sales. As earlier stated, small changes can generate huge profits. Things like changes in visuals, A/B testing, and reduced form fields are some of the things that have dramatically increased sales of local businesses.
- It boosts SEO. While the objective of SEO is to provide more visibility to a business by propelling it to the top of search results, CRO focuses on prompting website visitors to take some action on the site. Both strategies overlap and are interdependent. Effectively working on your Conversion Rate Optimisation would have a positive effect on SEO and vice versa.
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