CRO
Conversion rate optimisation is a very underrated yet key channel in the digital marketing mix: its aim is to improve a website’s user journey and impact the likelihood of conversions.
To achieve a higher conversion rate and growth in revenue, you need to find out what changes work and what do not work, and implement the changes accordingly.
Amazon is the most successful example of a company driven by CRO and a test & learn mentality. For Amazon, optimization is an ongoing process; they test every area of their website. That is how they came up with some ground-breaking improvements over the years, such as the 1-Click button for ordering which was a game changer. (read more here)
What is Conversion Rate Optimisation (CRO)?
Conversion Rate Optimisation (CRO) is the process of increasing the percentage of people that take action on your website. CRO improves conversion by findings the most effective user experience that drives users to action through experimentation.
Why is CRO important?
- CRO allows you to test hypotheses and understand their impact. It has a plethora of benefits:
- Traffic < Conversions: You can spend resources, time and budget on driving more traffic to your site, but if that traffic isn’t converting, it’s a missed opportunity.
- Get more out of your existing users: you could be getting a lot more revenue or conversions from your existing users without having to spend resources on driving more traffic.
- Retain users: sites typically convert well because they make their users happy – happy users are more likely to come back to your site and convert again. They’re also more likely to recommend your site, share it, link to it, and leave positive reviews.
- You can do it everywhere: from your email newsletters to increase clicks, to your checkout pages to reduce funnel dropouts, CRO possibilities are vast.