What is conversion rate optimization in digital marketing?

Conversion rate optimization (CRO) is the process of increasing the conversion rate of a website or mobile application. Or, a conversion could occur when someone visits a landing page you created and subscribes to your email list.

What is conversion rate optimization in digital marketing?

Conversion rate optimization (CRO) is the process of increasing the conversion rate of a website or mobile application. Or, a conversion could occur when someone visits a landing page you created and subscribes to your email list. Good question, because in this CRO guide, you'll learn everything about conversion rate optimization. Conversion rate optimization shares many principles with direct response marketing, a marketing approach that emphasizes tracking, testing, and continuous improvement.

If you use your website to sell products, the main objective (known as macro-conversion) is for the user to make a purchase. It's calculated as the total number of conversions, divided by the total number of people who visited your website. When investigating visitor behavior on the BluTV site, Hype, a performance marketing agency of certified VWO partners, found that the conversion rate for mobile visitors was quite low compared to the average BluTV website. If a user can convert on each visit (for example, when buying a product), divide the number of conversions by the number of sessions (the number of times a user came to your website).

No matter how persuasive your call to action or how simple your website is, if you don't give the impression of trustworthiness to your visitors or give them confidence in your website, it's not very likely to improve your website's conversion rate. By adjusting the different elements of the sales funnel, you can begin to affect conversion rates, ideally to a higher level. Conversion rate optimization (CRO) is the practice of increasing the percentage of users who perform a desired action on a website. ADT, a Tyco International company that offers security solutions for businesses and properties, corrected its CTA wording, from “Book a Free Survey” to “Get a Free Quote”, and saw a 60% increase in its conversion rate.

Larger tests with significant possibilities, where more than two elements are optimized, will leave a lasting and noticeable impact off the table. In addition to color and text, the location of the call to action button also plays an important role in driving more conversions. This also means that your conversion rate would rise, fall, and even stagnate steadily at different times throughout the testing phase. Usability testing is a smart way to evaluate the ease of use of a website from a customer's point of view, their engagement rate on a particular page, stumbling points, and similar drops.

But is it that simple? Take a look at some of the best CTA strategies in the industry and you'll see that they all use basic psychology to define their CTAs.