Conversion Rate Optimization (CRO) is the process of increasing the conversion rate of a website or mobile application. It is achieved through content improvements, split testing, and workflow improvements, resulting in highly qualified leads, higher revenues, and lower acquisition costs. For example, ADT, a Tyco International company, was able to increase its conversion rate by 60% simply by changing the main text of its call to action button from “Book a Free Survey” to “Get a Free Quote”. By measuring conversion rates, you can find out if your pages are persuading visitors to take the desired action.
Embedding videos on your website and other connected platforms can help you better convince your users and, therefore, increase conversions. Website personalization is also an effective technique for improving conversion rates. The goal of CRO is to create as many conversions as possible for a specific CTA, such as making an online purchase or filling out an online form. Travel companies often face greater difficulties in obtaining conversions compared to other industries.
By understanding the basic principles and metrics of website conversion optimization, you can maximize the chances that a lead who comes to your site from a search engine will become a qualified lead or a paying customer.