Standing for Conversion Rate Optimisation, CRO is about increasing (or optimising) the rate that visitors convert into customers. So, the higher a proportion of your visitors that buy something during their visit, the higher the conversion rate.
Put as simply as that, it’s obvious why CRO is so important for websites. But what does this process involve?
We begin by looking at how people interact with your website. One of the important steps here is to identify friction points – things that cause potential customers to decide not to buy from you.
Friction points can be almost anything:
- Site content – pictures might inspire doubts, and the text on the pages might not appeal.
- Site layout – if it’s awkward to browse or follow, visitors won’t want to persevere. They’ll look elsewhere.
- Site colours – if your website is difficult to read, visitors will look somewhere else.
- Links and buttons – if these are badly labelled they can discourage potential customers.
- Checkout – for ecommerce sites, it’s important that when you want to buy it’s easy, and also that it feels secure.
Alongside friction points, it’s also important to see if your site is missing opportunities. If your site has a page that’s extra effective at persuading visitors to buy but there’s no easy way to make the purchase from that page, your opportunity may be lost.
The way visitors use websites changes as time goes on, so CRO should be an ongoing process, watching to see if new friction points emerge or if new opportunities arise.
CRO can be particularly effective when combined with SEO or PPC campaigns, bringing in more potential customers while also encouraging each one to buy.