Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. Conversion rate optimization, or CRO, is the process of improving your website to increase the number of leads you generate. CRO is achieved through content improvements, split testing, and workflow improvements. Conversion rate optimization results in highly qualified leads, higher revenues, and lower acquisition costs.
There is a risk of playing with individual pages without an overall conversion optimization strategy. Having a plan usually helps to maximize conversion. If load times are slow, you can take steps to slow down your page load speed to improve conversions. Unless you evaluate your final conversion, you'll never know, so it's much better to measure final conversions and not place too much emphasis on microconversions.
By improving the conversion rate of that page, the retailer will be able to see a huge improvement in sales from their CRO efforts. Once you've set up the conversion funnels and give yourself time to collect data, you'll need to go back and evaluate the results to optimize the conversion rate. For example, if you sell products online, a conversion for you might be purchases or the number of website visitors who add a product to their shopping cart. For example, if you want to generate more downloads for an e-book that you offer on your site, then you'll want to optimize your e-book landing page.
The thing to remember is that a scientific approach to testing is the only way to know with a high level of certainty if a new version is affecting conversions positively or negatively. If you change the hidden text on a customer service page on your website, you don't need to test to see what effect it has, but if you change the text or layout of a featured page, especially one that's part of your conversion funnel, you should run a test. If your website has 10,000 visitors per month generating 100 leads and then 10 customers each month, the website visitor to lead conversion rate would be 1%. If you're a HubSpot customer, take a look at how the AdRoll integration can improve your conversion efforts.
A landing page that offers a free resource can be optimized with a preview of the content of that resource to encourage visitors to download it. The time and effort required in this step will vary depending on the accessibility and ease of use of your marketing optimization software. So, if you had 500 submissions and 20,000 visitors last quarter, your conversion rate would be 2.5%. These are four areas of your website that have the potential to benefit greatly from conversion rate optimization.
It's still a little early to start testing, but go ahead, take a mental note of what you've found and start considering what changes you could make to improve your conversion funnel. The chart below provides a bird's-eye view of the experience optimization process and methodology.