What is CRO?

This post is meant to serve as a basic introduction to Conversion Rate Optimization.

What is Conversion Rate Optimization?

When relating to Internet Marketing, Conversion Rate Optimization (often abbreviated as CRO) is the practice of increasing the percentage of website visitors that take a specific action.

Let’s first start by defining conversion

A conversion comes in many types and will look different for each business. Often times, a conversion comes in the form of a visitor making a purchase, submitting a web form, or even signing up for a newsletter. Whatever it is you want your visitors to do, this is the action that you want to measure and optimize.

What is a Conversion Rate?

Simply put, a website's conversion rate is the number of times a goal is completed divided by the total amount of website traffic.

The CRO Process

CRO uses analytics and user feedback to improve the performance of your existing website. The Conversion Rate Optimization process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals. Once we have a solid understanding of these things we can begin to Analyze, Plan, and Test.

  1. Define KPIs
  2. Collect Data
  3. Analyze Data
  4. Form a Hypothesis
  5. Create a Plan
  6. Implementation/Test

CRO Methods

We have many methods for optimizing conversions. Here are a few of those methods.

  • AB Testing
  • Copy optimization
  • Customer Journey Analysis
  • Online Survey/Customer Feedback
  • Usability Testing
  • Cart Abandonment Analysis
  • Competitor Benchmarking
  • Segmentation

Final Thoughts

Conversion Rate Optimization Is

  • A structured and systematic approach to improving the performance of your website
  • Driven by data—specifically, analytics and user feedback
  • Defined by your website’s unique needs and objectives
  • Taking the traffic you already have and making the most of it

Conversion Rate Optimization Isn't

  • Seach Engine Optimization
  • Based on hunches, trends, or opinions
  • About quantity regardless of quality or engagement

Summary

When relating to Internet Marketing, Conversion Rate Optimization (often abbreviated as CRO) is the practice of increasing the percentage of website visitors that take a specific action. This particular action is what we call the conversion. The rate or percentage of users making this action is what we're trying to increase.

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