What is Conversion Rate Optimization (CRO)?
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.
What is a conversion?
A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes. If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase. There are smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails. These are called micro-conversions.
Examples of macro-conversions:
- Purchasing a product from the site
- Requesting a quote
- Subscribing to a service
Examples of micro-conversions:
- Signing up for email lists
- Creating an account
- Adding a product to the cart
Have you ever wondered why more of your website visitors don’t contact you for service?
Almost every business with a website – no matter how small – has some website traffic. Before you spend another penny on advertising to get more website traffic, doesn’t it make sense to maximize your website’s ability to convert visitors into leads and sales? Of course it does. Improving your website’s visit-to-lead conversion rate by just a few percentage points can have a huge impact on future leads and dramatically increase the value of each new website visitor.
Meet the Conversion Rate Optimization Specialists
Your website is not a brochure; it’s a sales rep with a built-in sales funnel. Your site must be managed exactly the same way you’d manage a sales rep. The process goes: Track, Test, Tweak, Repeat. Our conversion rate optimization team uses tracking tools to see exactly how your website performs today.
Specifically, we’ll show you how many people hit your site each day; where they come from; the pages they visit; and why they leave without contacting you first! This step typically takes about a month (less if you have more website visitors). After baseline data is collected, our conversion rate experts will implement tests to improve your visit-to-lead conversion rates.
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