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  CRO – Conversion Rate Optimisation Equals Increased ROI for Paid Traffic

Posted by Kevinjcull on April 25, 2014

First off, conversion rate optimisation is just like everything else on the Internet today; it should enhance the customer’s experience. Online, it’s all about the customer! Did you know that CRO also means a bigger return on investment for the traffic you already get to your website? One way or another, you pay for traffic whether you use pay-per-click ads, pay an SEO firm to increase your page rank, or through other methods. When you optimise your efforts and increase conversion rates, it simply means you can make the most of the traffic you already get.

You might even think of conversion rate optimisation as revenue optimisation, considering that an increase in leads, customers, or sales ultimately means more revenue for you! When it’s all said and done, converting more of the visitors you already have is cheaper than trying to attract more targeted traffic in order to reach the level of success you want.

What is CRO? To put it simply, it’s a method of improving how your website performs through user feedback and analytics. As a company, you have very specific actions you want a visitor to take while on your website, whether signing up for a free newsletter or to receive coupons/deals, downloading your app, even making a purchase. Conversion rate optimisation simply means your efforts to optimise these specific actions so that more visitors TAKE this action.

Now, back to giving the customer a great experience. A great customer experience will naturally lead to higher conversion rates; when people love the content on your site, trust your company, and get everything they’re looking for with you, why go anywhere else? When it comes to the ultimate customer experience, even the smallest of things count – it’s the ‘entire picture’ that can make the difference. If your website has a great design, offers the information to visitors at the time they’re looking for that information, and makes the entire process of finding information/products, downloading, buying, or whatever they’re doing easy, it will increase conversions.

For companies new to the concept of CRO, here are a few of the basics of conversion rate optimisation (whether they apply to your company depends on your niche/industry):

  • A clear call to action that is easy to find
  • Clean, well-placed graphics that are relevant and not distracting
  • A website that’s easy to use and navigate – can visitors easily navigate to the pages they’re looking for, is your checkout process simple, and are the clicks required to complete the action kept to a minimum?
  • Be sure your site is trustworthy by making it evident security is important to you
  • Client or customer testimonials help build the trust factor, and let new visitors know how satisfied others are with your product or service

Enjoying a higher conversion rate hinges on your value proposition, relevance of what users are in search for versus what is found on your pages, a clear value proposition, eliminating any anxiety or distraction your pages may be causing, and creating a sense of urgency.

Conversion rate optimisation may sound technical and difficult, but it really isn’t all that hard. Determine the actions you want visitors to take, compel them to take those actions, then analyse your efforts to see what’s working and what isn’t. Review the information above, research more about the topic online, and most important of all, keep it all about giving the customer the best possible experience.

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