A Guide to Conversion Rate Optimization

Conversion Rate Optimization (CRO)

Channels like SEO and PPC are the best marketing techniques for driving traffic to your website. Once you bring the traffic to your website, you try to convert traffic into leads. How will you make them move to your desired action? Your answer is Conversion Rate Optimisation (CRO). CRO will help you to analyse the traffic which came to your website, the actions they take and the factors that prevent you from completing your goals.

To check the performance of your website, the conversion rate is the crucial factor. Businesspeople or website owners spend a lot of their time, money and efforts to bring traffic to their websites. Bringing traffic to your site is not enough. What if visitors come and you traffic jumps to thousands or millions, but at the end, you still left with no conversions.

Online Conversion Rate:

Conversion rate defines a total number of visitors landed on your web page for a specific time duration for accomplishing the desired action. Any desired action visitor performed on your website is a part of a conversion.

The contents shared on your webpage must be relevant enough to attract more visitors. A visitor who landed on your website is dealing with awareness stage of their buying cycle. Customers these days are more curious about exploring background information of the product. They perform a proper study before buying it.

The very first priority for tempting more visitors is to collect and share more informative contents on your page. Once they figure out what they were looking for, they will contact you. Your web page must contain a landing page associated with the content asking for relevant information fields from visitors. These fields exhort for the name and other valuable details including email or requirements from the client making it easy for your salesperson to contact these visitors. Technology has changed the traditional ways of collecting information via web page based form. With the introduction of live voice or text-based chatbots in modern websites, now you can directly ask for information from the visitor. Implementing analytics on your page can provide data about how much time someone spent on your webpage.

CRO endeavours the total escalation in the percentage of visitors who have attempted or taken any specific action such as form submission, querying, purchasing or creating an account for trial etc., by testing multiple intersperse pages and processes. The main agenda behind CRO is to generate more effective leads and cracking sales without making more investment in website traffic.

Testing Approach:

The most common testing methods for attaining a successful CRO are multivariate testing and A/B testing.

A/B testing is a statistical hypothesis testing approach also known as split testing. It is a controlled experiment with two variant fields A and B. Both the versions are typically tested by collecting the subject’s response against each other. In the end, one which is more useful is deduced providing the best-qualified lead.

In multivariate testing, multiple variables are modified in order to test a hypothesis. It establishes the perfect combination form these variables.

There are the main phases involved in CRO testing for generating qualified leads.

1). Research Phase:

It identifies the fields which need improvement.  The primary steps in this phase determine what actions visitors have taken on your page and what are their behaviours.

2). Hypothesis Phase:

The hypothesis phase is responsible for developing an educated and desired changes in your funnel.

3). Prioritising and Testing Phase:

This phase prioritises potential, importance and ease framework for your funnel. Once the testing ideas are arranged in their prioritised manner, best suitable test is selected and set up for it.

4). Learning Phase:

The outcome recorded from testing is analysed to make changes that are needed to attract more visitors to your website.

Closure Words:

CRO has widely expanded its leg in Digital Marketing Services by using advanced analytical approaches for decision making in multiple areas. This methodology has achieved an enormous success in various industries such as supply and distribution, finance and logistics and telecommunications. Implementing CRO strategy in your website can result in attracting more clients for your business making it achieve hard milestones easily.

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