Conversion Rate Optimization
Increase Your ROI With CRO
As a business owner, you invest a lot of time and energy into marketing. Your website is most likely getting traffic, but you could be missing out on conversions because of hard to see buttons, poor contrast in text, or any number of things. By optimizing your pages for conversions using data and testing, you can turn a great number of that precious traffic into sales.
What is CRO and how do you implement it?
CRO starts with identifying what action you want users to take, then building a path directly to it. To do this, you need to understand your audience inside and out. Their pain points, challenges, hesitations, and more.
Conversion rate optimization (CRO) is all about maximizing your existing traffic. CRO increases the percentage of users taking actions on a website by making meaningful changes. Key areas to optimize include page layout, calls-to-action, website copy, and user experience. A meaningful action could mean filling out a form, buying a product, or calling a number. In any case, CRO will help you turn more clicks into customers.
With CRO, we work to identify what drives users to take actions on a website. Once changes are made and the experience improves, the website conversion rate increases. For example, if important information is placed at the bottom of a page and we see that only 20% of users are scrolling down to see that information, the data would tell us to place that information near the top of the page. That way, a higher percentage of people will see the information and convert.
How We Can Help
Just like you’d pull weeds from your garden to help your plants grow, CRO is like weeding your website. You’re removing everything unnecessary so only the prettiest plants can flourish.
To help inform our decisions when it comes to conversion rate optimization, we use best-in-class tools:
- Google Optimize – Software for A/B testing a website
- Google Analytics – Website analytics software that tracks and reports website traffic
- Google PageSpeed Insights – Software for analyzing the speed of a particular page
- Heatmaps/Recordings (Hotjar/CrazyEgg) – Software for seeing how website users interact with a website
- Screaming Frog – A site crawling auditing tool
At its core, CRO is simplifying pages so the user doesn’t distract away from converting. This means only answering relevant questions, reducing unnecessary form fields, providing only one option for meaningful actions, and ushering a user towards a CTA through strategic design.
Our Process For CRO
Auditing your website
Once we know your website goals, we look for anything that is inhibiting the user to reach those goals.
Formulating a hypothesis based on research
After auditing the website and identifying weaknesses, we come up with potential changes and set up A/B testing to see which change results in the higher conversion rate.
Implementing the change
Once we run the test and have evidence of the higher conversion rate opportunity, we implement the change to the website and remove the A/B test.
Optimize, Monitor, Repeat
We can now move onto the next identified test and continue this process over and over again, all the while, continually improving the site’s conversion rate!
Common Questions About CRO
A/B testing is a way to compare two versions of the same webpage to see which version performs better. To ensure validity, we look at just one main difference on the page at a time.
Heatmaps show visual data that provides insight on how users are interacting with a website. For example, a heatmap might show where a user’s mouse is moving across the website.
Conversion rates vary by industry. Typically, they are between 2% to 5% for most industries.
Let us help you increase your ROI with CRO!
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When Your Hard Work Pays Off
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