Conversion Rate Optimisation (CRO) is becoming an increasingly popular requirement for roles my team and I recruit for. CRO seems to come through in 3 main ways - customer journey analysis, web and UX design, and digital content management.
Previously I've talked about the how digital marketing can help you increase the number of visitors to your site and the best ways to do this. It only makes sense then that we talk the time to discuss what to do when they get there.
We live in a society with an incredibly short attention span which also has a remarkable amount of options available to us when searching for whatever we need. With this in mind then, it's imperative businesses work out the best, most efficient ways to keep their customers engaged. And, like with most things, there is a relatively simple way of doing this, it just needs a little bit of time and graft to get it going.
A website conversion is unique to each website and is determined by the desired action and purpose of that website. It might be a transaction, a download, or a form submission. Before understanding how to optimise conversions, it’s essential to understand exactly what you expect your users to do. A conversion rate is the ratio of conversions to website visitors. If your website has had 100 visitors and one conversion, you have a conversion rate of 1%. Conversion Rate Optimisation (CRO) leverages more conversions from existing traffic rather than seeking out new traffic that might not result in quality leads. A website designed with conversions in mind will see higher returns on investment and a busier, more rewarding sales funnel.
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