Conversion Rate Optimisation (CRO) is the process of optimising your website (and your brand in general) to increase the percentage of visitors to your website that complete an objective… usually buying a product (though it could be to download a .pdf, or subscribe to a newsletter).
Why is CRO important?
So you’re spending time generating new content, working hard on your website’s Search Engine Optimisation (SEO), paying for Facebook and Google Ads to drive lots of traffic to your website… but your conversion rate is 0.3% (e.g if you have 500 visitors, then only 1 or 2 are completing your objective). You’re wasting lots of time and money and its essential you make website improvements to
- Increase sales\leads
If your conversion rate was higher, then by spending the same amount of time and money you increase the number of visitors completing . It’s more cost effective to convert the visitors you have rather than finding more traffic.
- Increase Traffic
A high conversion rate means you’re doing things right. Your site loading fast (great for SEO) and is a doddle to navigate so customers can find your products and make a purchase easily… then they’re going to leave satisfied and more likely to leave positive reviews (more SEO gains!) and tell their friends and family about their fantastic experience which all equals more traffic for you 🙂