What is conversion rate optimisation & how to use it

Rob Walker
Rob Walker
09 / 07 / 2019 | Website Development

Conversion rate optimization (CRO) is the process of enabling people to take action when they visit a website. By designing and modifying certain elements of a webpage, a business can increase the chances that site visitors will "convert" into a lead or customer before they leave.”

Ben Cotton, HubSpot Blog

 

TOFU prodo 2

Source

So, what does this mean? Well, it simply means understanding your website’s users and learning how they navigate around your site. Do you know what actions they take? Are they completing your goals? If not, why not? CRO is what you do to improve this process.

Your website could have a high number of traffic but it’s no use if you don’t see the benefits from it, this is where conversion rate optimisation comes in. You can take action on a number of your web pages to ensure you are getting as much as you can from them, for example:

  • Your homepage is your website’s chance to give a first impression. Showcase product information, links to more information, sign up buttons, and introduce a chatbot.
  • On your pricing page offer a contact number or button to allow people to ‘request a quote’. Be clear what product features each price can give.
  • Your blog will be home to most of your CTAs. Not only do your blogs offer help through informative content but they can also offer a solution.

The ultimate guide to improving web performance

Calculating your CRO is a simple math equation, divide the number of conversions a webpage has generated by the number of people who have visited the page. Once you know this, you can set a goal for the following month and work out how you’ll achieve it.

How can you improve conversion rate?

  • Access your CMS - the key to improving conversion rate is to use a strong content management system, one that is easy to make changes on and allows you to upload new content as and when.
  • Use customer reviews - nothing says a dodgy site than one with zero reviews. Adding these testimonials and reviews will win your customers’ trust. Whilst nobody likes a negative review, it’s a good chance for you to see what you could improve.
  • Test for the best - as mentioned above, when it comes to increasing conversion rate you should focus on trial and error. Keep trying new content and making little changes and monitor what works well - whether it be as little as changing the colour of a button or reformatting the whole page!
  • Draw out a plan - remember, this is an ongoing process, you should allocate time on a regular basis to look for new ways you can optimise your website.

Now you have an idea about what conversion rate optimisation is and how you can increase conversion rates, download our Ultimate Guide to Improving Website Performance. 

The ultimate guide to improving web performance

 

Rob Walker
Rob Walker

Rob heads up Prodo's Product and Marketing functions and is responsible for the ongoing development and growth of Franklin. Rob's worked with housing associations as an Account Director helping them to maximise the value of existing digital platforms and as a Digital Consultant - helping to drive through large-scale digital transformation projects.

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