What is Conversion Rate Optimization (CRO)?
Successful SEO can lead to a lot of traffic on a website. Once you get all of that attention, though, you can’t just leave all of those visitors to wander aimlessly through your site. You should utilize the power of Conversion Rate Optimization to encourage your visitors to perform certain actions. Conversion Rate Optimization, or CRO, allows you to use conversion rate to increase the percentage of certain activities performed by users on your website. For example, CRO could be used to increase the percentage of people who subscribe to your newsletter r clicks on the “Add to Cart” button. Before considering this type of optimization, however, it’s important to understand how to calculate a conversion rate.
The Formula for Calculating Conversion Rate
The first piece of data you’ll need is how many people visited your website at a certain time. Next is the total amount of conversion that happened at the same time. Conversion refers to a particular action performed on a website. Determine which action you want to focus on and obtain your data. With all of this information, you’ll want to divide the total amount of those visitors by the particular conversion. The final equation should look like this:
All Visitors/Conversion = Conversion Rate
Don't Only Gain Traffic; Convert it, too
There are multiple reasons why converting traffic may be better than just increasing it, like a strengthened brand. Encouraging more users to perform those certain actions can increase your brand’s recognition among them. This data allows you to improve and update your site. Maybe the reason not as many people are performing certain actions on your website is that that particular action isn’t as easily accessible as it can be. Compared to increasing traffic, converting traffic can help you save money. Rather than spending money on increased traffic and hoping more people will buy your product or service, you can make it more guaranteed that your converted audience will make more purchases.
Firmly Establish Your Optimization Goals
Don’t be too eager about applying CRO to everything at once. You must first ask yourself what you would like to improve and how CRO can help you with that. Let’s say that you want more people to purchase a product form you. Your first thought may be to just increase the conversion rate of people putting that product in their cart. There’s more you can do before then, like converting more of your audience to share your blog about that product. It could attract mutual friends of theirs, driving more potential customers to your site.
Have Your Traffic Be Relevant to Your Site
Having lots of traffic can mean nothing if most of it is bad. You want your visitors to know your business, what your business sells, and a desire or potential desire to obtain it. CRO may not be able to work as well if the people visiting your site are only interested in one aspect while ignoring the rest of what your website has to offer. Bring up your website to potential groups on social media or try some traditional marketing with flyers and business cards. You may have to make some changes to your website, as well. The overall design and aesthetic might be a good place to start.
Why You Shouldn't Overlook CRO
Here are just some of the most basic benefits of utilizing CRO:
You’ll get a better return of investment, or ROI, in terms of additional traffic gained. Once you know what to do with an audience you’ve attracted, you may not have to keep spending money to keep driving traffic to your site.
It helps your visitors immediately get what they come for on your site. If they have to spend a lot of time being lost on your website, then they may opt out out of sheer frustration.
CRO helps you increase the relevancy of your audience. It’s better to have a small, dedicated audience than a large one with little to no interest in your business.
CRO can be just as crucial to your website as SEO. The conversion data you receive can reveal things about your website and audience that you wouldn’t find out otherwise. You could market, update, and change your site accordingly with this information. Determining the conversion rate isn’t difficult. With the right goals and plan, your brand, business, and exposure could see substantial improvement through your website. CRO saves you money while also being worth the investment.