CONVERSION RATE OPTIMIZATION
Conversion rate optimization (CRO), or conversion optimization, is a system for increasing the percentage of visitors to a website that “convert” from Visitors into customers. Basically, looking at individual web pages it is having the Visitor take a desired action on a web page. That can be making a purchase, increasing the size of their purchase before checking out, filling out a form, signing up for a trial, opting in to receive email information, contacting your company, deeper engagement such as clicking to read more information on a new web page, etc. Conversion rate optimization is commonly referred to as CRO.
Conversion optimization methodically tests alternate versions of a page or process (A/B testing). This may involve presenting page elements in different areas, different call to action, etc. Sometimes you may have a form performing well up to a certain point that has been identified as having a high drop off rate. In that case you focus on only that part of a page on. This testing is run at a more granular, which is called Multivariate testing.
Effective conversion rate optimization enables businesses to generate more leads or sales without investing more money on website traffic, increasing their online marketing return on investment (ROI) and overall profitability.
Conversion rate optimization may also be utilized at the prestaging level of larger custom website development.
Conversion optimization should be included in part of any effective digital marketing strategy and should be a regular part of your search marketing optimization.
Process Overview:
Audience Research
Website Analysis
Analytics Driven Conversion Mapping
SWOT Analysis
Competitive SWOT Analyses (Pricing Structures, Offerings, Mode / Tone of Engagement)
Strategy Roadmap
Landing Page Creative
A/B Split Testing
Multivariate Testing
Reporting
Implementation
Optional Items Include:
Usability Analysis
Search Engine Visibility Analysis
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