Conversion Rate Optimization is a marketing buzzword which gets tossed around frequently. But what is Conversion Rate Optimization (CRO) and how can you be truly better at it?

Now, CRO is a steady trial and error process, of creating as well as testing hypotheses. But, a typical myth is that testing several font types or button colors to see which will convert the most clients is what CRO is all about. That is all fine, but I will guess that changing a particular button color is not going to provide your company, or its site visitors or guest, that “aha!” period that suddenly converts enormous amounts of users.

CRO, at its core, is discovering the path the user takes on your website and improving it to produce the easiest and best route for visitors to easily convert into customers.

Conversion Rate Optimization (CRO)

There’re many stages to CRO. Therefore, it is crucial for you to decide what action you would like the visitor to take on each landing pages. It can be signing up for newsletters, making an account on the website, scheduling demos, or deciding on anything else. Whatever action you would like the visitor to have, this is what you’ll focus on improving and measuring to increase the conversion rate.

Why CRO Matters

First of all, you won’t have a site unless you would like people to visit it and buy your product or learn about it. Why not make the process as smooth as you can. Secondly, you’re most likely to pay for your site. You pay to make it run and pay, through paid search, for a part of the users that visit your website. Conversion rate optimisation increases the investment’s return on that spend.

Lead generation has already died, it is about the tie back to sales right now. In other words, it does not matter the amount of traffic you are getting to your site if it is not the right type of traffic that is finally converting into revenue. Also, it is much more affordable to optimize those who’re already visiting your website, than to draw more traffic through display advertising and paid search.

Take Your Time

Do not test the whole thing at once. Note that CRO is a cyclical process which takes a lot of patience. It is vital only to test a thing at a time and just work your way via your list of goals. Making a lot of changes at once is going to make it impossible for you to know which change enhanced conversion. Was it your call to action which popped up mid-page or it was it your addition of a live chat? Make a change, measure it, select the option which converts the best, move on to the next test.

Though statistical significance is essential here. If the first ten people who visit your website all take similar action, you can not depend on that as representative of all. What if the next ten (10) all take the opposite? The sample size has to be sufficiently large that the data you get is statistically essential and you can also trust that there are meaningful differences before making the change.

There is always room for you to improve. No matter how the number of visitors you are converting into clients, there will often be things to test and improve on to make the experience of the user better.