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What is Conversion Rate Optimisation?

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is the process of using data from website analytics, automated, a/b and user experience testing to improve your website conversion funnels and increase conversion rates.

While the practice of improving website conversion funnels is not new, the technologies and methods for utilising data to do so have advanced in recent years.  This improvement is one reason CRO is fast becoming a buzzword in the digital marketing space.

Let’s have a look at why CRO is so important, and some practical steps you can take to improve your website conversion rate.

Why focus on CRO?

Previously, I have discussed the importance of holistic digital marketing strategies. A comprehensive, holistic approach to your marketing strategy extends past your marketing channels and advertisements, through to your website’s landing pages, conversion funnels (customer touch points) and beyond.

From a holistic perspective, your marketing campaigns and website provide two very distinct functions. Your campaigns are designed to target and attract the right people to your company; while your site is supposed to guide visitors through the conversion funnels and convert them into customers.

CRO, implemented well, can help to make your site more efficient and lead to a smoother transition for your clients. Proper implementation can result in lower bounce rates or less shopping cart abandonment (if you’re running an e-commerce site). There is also less effort required to encourage your returning visitors to progress in their journey. These benefits also filter back to your marketing campaigns, improving their performance and return on investment.

When you think about CRO in these terms, it is clearly one of the most cost effective ways to increase marketing performance and return on investment.

So how do you optimise conversion rates? Here are my top suggestions:


Collect accurate usage data

Conversion rate optimisation is a science, and so deciding what works or doesn’t work should always be based on statistical evidence rather than opinion. Here are some data sources to consider when making decisions:

High-level strategy & decisions – Surveys, UX testing, market testing

Funnel optimisation – Website Analytics

Page content & bounce rate optimisation – A/B & Multi-variant testing


Plan your conversion funnels

A conversion is any action on your website that generates value for your business. Examples of conversions include e-commerce transactions, requesting a quote, signing up for a newsletter or event, or viewing & sharing promotional material. Your conversion funnel is the path that your site visitors take to reach and complete those actions.

Well-planned conversion funnels guide visitors through to your conversion points, providing information and direction to give them the confidence that they are making the right decision in choosing your company, product or service.

Unfortunately, many websites are designed without enough consideration for conversion points and funnels. If your organisation’s website doesn’t have a clear documented plan for your conversion funnels, it is something in which you should invest.


Conduct content experiments

Your landing pages and subsequent web pages are full of content, and that content is the primary factor that determines whether visitors continue to engage and interact, or leave and look elsewhere for their needs.

Almost all marketing platforms and website analytics tools provide the function for you to conduct content and ad experiments to see what does and doesn’t work for your brand. These exercises give you insight into what your audience responds well to, and what they don’t.

While individual changes in your content may only improve bounce rates by small amounts, the effect amplifies across the conversion funnel resulting in significant increases in conversion rates and return on investment for your marketing campaigns.


Ask your audience appropriate feedback questions

Website visitors are surprisingly happy to provide feedback to companies on their experience, as long as the process is not excessively long, complicated or disruptive.

Planning and integrating short, easy to complete surveys or feedback forms can often yield excellent data for improving CRO.

When planning a user questionnaire, it is important to remember that you are asking questions of someone who is most likely busy and is not a user experience expert.

Your questions should focus on their experience, rather than bringing to attention particular aspects of your website. For example, ask about how easy an article was to read, do not ask about the font style or size.

Your survey should also allow users to answer quickly and easily. Include more radio buttons and checkboxes, and fewer text boxes or text areas. Text responses are also much harder to aggregate, meaning more manual work for your staff when trying to get overall opinions.


Conversion rate optimisation (CRO) gives your company a competitive advantage against your competitors, reduces marketing cost per acquisition, and increases customer satisfaction.


Talk to Metrixa today about how you can add CRO into your digital marketing strategy. Try our AdWords Audit. Find me on Twitter @nathan5ri; always keen for a chat.