What is CRO?
Conversion rate optimisation (CRO) is a way of removing any potential barriers that may stand in the way of a visitor to your website becoming a customer.
These barriers can come in many forms. Your website may not function very well, which would instantly put a client off of taking a sale through to completion. Persuasive techniques such as copy may be ineffective, or the page a visitor lands on may not be relevant in terms of what they are looking for.
How Does CRO Work?
Conversion rate optimisation is used to pinpoint potential barriers that may be blocking its conversion funnel. Once these weaknesses have been found, CRO will concentrate on using and building on the strengths of your website. CRO can achieve this through diagnosis, hypothesis and testing.
CRO has two main processes for testing and monitoring specific content on your website. These include A/B split testing and Multivariate testing.
A/B Split Testing
A/B split testing is where two versions of an element are tested to determine which version is better. Performance is measured using metrics such as conversion rate, sales and bounce rate. In the end, the version that performs best is selected.
Multivariate testing, also known as multi-variable testing, will test content on a website that could have a negative impact conversion rates. Testing can revolve around a combination of elements. These elements can include images, text, links, buttons, layout and processes. Elements can be assessed individually in order to see which combinations will result in the biggest changes.
Benefits of CRO
Rather than assuming what is going wrong on your website, testing can help you understand the customers journey. You need to differentiate potential customers from returning clients and know where visits are coming from. Only then will you be able to organise your content in a manner that provides the right content to suit the right visitors.
Conversion rate optimization is fundamentally the science of online marketing. It enables you to improving the decision-making process for potential and existing clients by making sure that they have everything that they are looking for as soon as they look for it. CRO is almost pre-emptive as you literally go through the trial and error process of every possible situation in order to understand and manipulate the outcome. Once you have found the optimum combination of factors to increase conversion rates, you can apply the same methodology to other aspects of your marketing strategies.