What is CRO? | Pragmatic Digital

27 November 2020

Are You Implementing CRO on Your Site?

If you’re like most marketers, you’re focused on getting traffic to your website, with the hope it converts into buying customers. But there may be something you’re missing, which is an important factor into gaining more out of existing traffic.

This factor is called CRO (conversion rate optimisation), which is all about converting visitors into customers who pay.

What is Conversion Rate Optimisation?

CRO is all about increasing your conversion rate by guiding them to perform some specific action. This could be something as simple as subscribing to your newsletter, downloading free content, or making a purchase.

CRO helps to optimise your marketing process. Another way of saying this is: the purpose of CRO is reduce the friction in your sales funnel, while improving the value offered.

Is CRO the Same as SEO?

Basically, no. SEO is generally all about how search engine bots, algorithms, and more use your site. On the other hand, CRO is more about how humans interact with your site. However, SEO and CRO do work on different parts of the sales funnel.

When it comes to SEO, this happens in the early stages of the sales funnel. This involves enticing site visitors to head to your store. Then CRO comes in and helps to convert them into paying customers, signing up for newsletters, and more.

CRO is an important factor of your sales funnel because it provides more control over how customers use the site and getting them to convert.

What are the Benefits of CRO?

Are there benefits with applying CRO? Why take time to use conversion rate optimisation? These are common questions that many marketers have about CRO. There are three main benefits offered by CRO:

Increased traffic: with higher conversion rates, it means that more traffic is heading to your site. Site visitors are finding it easy to get to your site and then find what they need, and make a purchase. This also means visitors are spending more time on the site, which can increase your ranking in the search engines. Plus, with so many people buying products and services, they’ll be happy to tell their family and friends about your site, which means even more traffic.

Increased revenue: with higher CRO, your business will an increase in revenue. With customers following through on the sales funnel, you’ll have them interacting more with the site, newsletters, and more. Even small changes in CRO can result in a higher conversion rate, which translates into higher revenues.

Focus is on customers: CRO makes you focus on customers. So, if you consider making changes to your site, you may first view these changes as a site visitor or customer. This means all decisions about changes to the site are based on the customer, rather than on your preferences or those of the wed developer.

Basic Principles of Conversion Rate Optimisation

The goal with CRO is to have the highest conversion rates possible. To this end, you may want to consider the basic principles of CRO:

1). Present a Clear Value Proposition

By providing value to your customers, you’ll be able to help them want to move forward in the sales funnel. This means using website elements to your advantage. For instance, if your prices are the lowest in town then make this extremely obvious with text or an image displaying the fact. Or if you provide the best services around, then add this fact as content to your homepage.

This is done to help customers compare you to competitors—the more value you provide over other companies, the more visitors and existing customers will convert.

2). Incentivise Customers to Take Action

This is more than just about offering 50% off sales, free trials, and more. While these to incentivise customers, you need to do more with your site to entice them to act.

Try adding a money back guarantee, using social proof. Next, look at your site’s “About” and “FAQS” pages. Ensure they have high-quality content, and all the information site visitors need about your company, products, and services.

One more place add incentivise customers is to have high-quality content on your blog. If customers receive the information they need on topics they care about, they’ll be sure to come back for more.

3). Remove Obstacles to Conversion

While customers do need incentives, they can’t follow through if there are barriers in the way. So, it’s good to review your site for any type of obstacles that could be keeping from customers from converting including:

Prices set too high
Forcing customers to register (even for a free account)
Slow loading pages
Lack of or low-quality product images
Product descriptions that don’t make sense
Difficult to locate “buy now” button
Checking out off your site

This isn’t an exhaustive list of barriers that keep conversion rates low; however, fixing these could well work to increase your site’s CRO.

4). Help Customers Feel Safe & Secure

Today’s online shoppers are savvy when it comes to what makes a trustworthy site, or a site that makes them hesitant to make a purchase. So, make sure your customers feel safe and secure on your site.

Carefully consider the use of:

Popup ads
Colors
Site layout
Payment gateway
And more

The goal here is to remove anything that could be making site visitors uncomfortable. Work to learn about any issues that could be seen as spammy, used by others to steal personal data, and more. Then fix these issues, and your CRO will more than likely improve.

These are a few of the methods you can use to implement CRO on your website. It will be necessary to gather precise data, run tests, and even survey customers to improve your site’s conversion rates. But all the work is worthwhile. Ensuring your site presents a customer-centric experience will see your company’s revenue increase in no time.

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