Are you looking to get the most out of your website? Conversion rate optimization (CRO) is an integral part of digital marketing that can help you do just that. It creates a user experience that educates the user and encourages them to convert, resulting in qualified leads for sales. With the help of expert services, you can streamline the process and potentially reduce the time needed to close the deal. At its core, CRO is an ongoing process of learning and optimization.
Unfortunately, the “continuous aspect” is often overlooked when discussing conversion rate optimization. A great example of this is PearlsOnly, who used VWO services to optimize their payment page while still highlighting all of their USPs. After running a split URL test for 19 days, they saw the alternative variation increase their conversion rate by more than 42%. To analyze conversion optimization, use quantitative and qualitative CRO tools such as Google Analytics and Hotjar.
These tools provide useful data that can help you formulate a hypothesis and execute optimization campaigns in the future. User recordings are also a great way to see where you can make changes to improve your site's conversion rate. The average conversion rate for organic traffic (or traffic that comes from search engines like Google) is around 16%. By adjusting the different elements of the sales funnel, you can begin to affect conversion rates, ideally to a higher level.
Conversion rate optimization can create more efficient marketing and sales funnels overall, but that has its own ripple effect across the company. CRO adapts your site to conversions, such as filling out a contact form or buying a product. If you don't have a high conversion rate on your website, then your site doesn't offer a user experience that encourages conversion. Once you've discovered your optimization opportunities, plan and prioritize the items you want to test.
Only one-fifth of companies are satisfied with their conversion rates*. With conversion rate optimization, you can get the most out of your website and feed qualified leads for sales. It directly affects a user's experience, the site's conversion rate, and their search engine ranking. Investing in your digital presence and continually working to improve your website conversion rates can make your business more profitable and efficient.