Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. It is achieved through content improvements, split testing, and workflow improvements, resulting in highly qualified leads, higher revenues, and lower acquisition costs. Having a conversion optimization plan is essential to maximize conversion. It helps to evaluate the final conversion rate and take steps to slow down page load speed if needed.
By improving the conversion rate of a page, retailers can 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. 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 text or layout of a featured page, especially one that's part of your conversion funnel, you should run a test. 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. 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.
