Conversion Rate Optimisation – known as CRO – is the process of increasing how many visitors on your website take a desired action (for example, buy from you or make an enquiry). Conversion rate is essentially how many clicks have turned into customers.

There are many ways to optimise your conversion rate. A good way to identify where you need to make changes is by looking at your analytics. See which pages have more traffic and track a user’s session to see where they might exit before making a sale.

Today, we’re taking a look at why CRO should be at the top of your to-do list.

Instant and trackable results.

CRO is usually a practical change you make to your website, therefore unlike some other marketing strategies such as SEO, you don’t have to spend months building it up. Not only will you see faster results, but you’ll be able to see through your website’s analytics where you’ve been successful and where you may need to make improvements. To ensure full optimisation, reviewing your CRO is a good way to make improvements and make sure your website is optimised to its full extent.

Improve your website’s usability.

CRO not only helps to bring more customers to your business, but it also improves the look and efficiency of your website. The point is to make it easier for users to become customers, therefore CRO involves changing your website’s design; making it easier to navigate and access information.

A great example of CRO is ensuring your website has a clear price list, giving users the information they want without any effort on their part. These small changes will improve your website and make it more efficient.

Keep up with the competition.

Each year, we see more and more competitors set up or move online. This makes it even harder for us to stand out from the crowd and turn our visitors into customers.

Improving your conversion rate and making your website easy to use, helps you to funnel potential customers towards the decisions you want them to make – i.e. making a purchase or an enquiry.

Investing in CRO helps you to stay ahead of the game.

Get your money’s worth.

CRO helps you get your money’s worth in other areas of digital marketing, such as PPC. Increasing your conversion rate means that more of the clicks you’re paying for will turn into customers. It’s giving you more of a chance and decreasing the risk of investing in PPC ads. As the cost of PPC ads rise, can you really afford not to invest in CRO?

Combat shorter attention spans.

With the rise in social media and the culture of immediacy, it’s become even more important to grab your user’s attention and help them quickly find what they’re looking for.

CRO helps you pinpoint the pages on your site that aren’t converting and give you insights into how you can improve them.

If you’re planning on investing in CRO in 2022, here are a few places to start:

• Are Your Customers Frustrated With Your Website? | Three-Click Rule
• How To Help Your Customers Buy From Your Business – Fitts’ Law
• Create More Impact With Your Website – Occam’s Razor