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What is CRO?

what is CRO? There's an ocean of acronyms in the world of digital marketing, but a very important one that may have slipped under your radar is CRO. Conversion rate optimisation (CRO) involves improving the performance of your website by turning visitors into customers. CRO isn't just about increasing sales. It can also be used to drive email newsletter signup, website registrations, downloads, or another measurable metric. what it is and what it isn't CRO is... A systematic process that optimizes your Tailored to Informed by analytics and user your website's specific objectives and KPIS site to increase feedback performance Your fruit stand looks Are peaches underperforming on your fruit stand? To find out why this is, we'll ask the right questions to your customers and look for other underperforming Strawberries always sell well, but bananas have been struggling recently. Let's make some changes to get them back on track great, but people can't find the plums; it's time to reorganise your products. areas on your stall. C.R.O ¢ Sons peaches strawberries bananas CRO is not... About A one-off Informed by guesswork and copying your competitors increasing the number of visitors to your website process or single website redesign Just because the stall Sure, your fruit stall You may have rearranged the at the other end of the may be busy, but fruit on your stand, but now street has pineapples at the front, doesn't mean where's the benefit if It's time to measure how visitors aren't buying? successful the changes are and you should too. then improve on it further. what are the benefits? more customers The most obvious and biggest advantage of CRO. Improve your conversion rate and you've successfully increased your number of sales, leads and customers without having to drop more money into advertising or increase the amount of visitors to your site. make Google happy follow the Google webmaster quality guidelines Google's algorithm is changing all the time, and itť's difficult to assess "Make pages primarily for users, not for search engines. Create a useful, information-rich site, and write pages how much weight the search engine puts on CRO, but a good CRO Google campaign will always support a successful SEO campaign. that clearly and accurately describe your content!" make your customers happy Your customer should not have to wrestle with your site in order to make a purchase. A big part of CRO involves enhancing the experience for your customers. By making changes to your online store and putting it through rigorous tests, you can create an online store which is easy and engaging to navigate. gain the advantage If your competitors aren't leveraging the power of CRO, they will be soon. Making the move sooner rather than later gives you a competitive edge and makes your site a more desirable option for your consumers. jargon buster bounce rate Your bounce rate is represented as a percentage and shows the amount of people that leave after viewing a single webpage. If you have a high bounce rate it is likely that your visitors aren't finding what they're looking for on your website. This is when a visitor has made it to the checkout cart process, but leaves before completing their purchase. The average documented cart abandonment rate abandonment rate currently stands at 67.91%. This number will show you the amount of the time the average user is spending on your site or specific page. this number is low – and your bounce rate is high time on site it suggests that visitors aren't staying long enough to be converted into a potential customer. Average page views reveal a lot of interesting information about your visitors. Low page views could point to areas of your website that are difficult to find. However, high page views aren't average page views necessarily a positive indicator; engagement may be high, but if your conversion is low it suggests a lack of clarity on that page. A call-to-action (CTA) is a button, image or line of text that prompts call to action visitors and customers to, quite literally, take action towards a conversion.A'Buy Now button on a commerce site, a 'Free Download button on an app landing page, or even a line of text at the end of a product description are all examples of calls to action. improving the conversion rate conversion rate can be improved by changing the following elements: headline & sub headers call to images action copy main headline panel secondary header logo, awards & call to CTA action buttons badges social media buttons links how do you test it? A/B testing A/B testing - sometimes referred to as split testing – is a method that involves creating two different versions of a web page. Traffic to the page is split 50/50 and visitors are randomly split to the different versions. Version A usually acts as the control page and remains the same. Version B is the alternative page that has had changes made to its design. The versions duke it out until enough data has been gathered and a statistic confidence level has been achieved. The site with the better conversion rate is declared the winner. П existing traffic VS secondary header CTA 0000 0000 current page test page multivariate testing A multivariate test involves testing a variety of changes at the same time. If you decide to test multiple calls to action, headlines, images and buttons on a single page, a multivariate testing process can be adopted. This involves creating a different permutation of the web page for every possible combination of changes you want to make. Website traffic is split equally and the conversion results are analysed and compared once enough data has been gathered. header 1 image 1 header 2 image 2 existing traffic test variables header 1 header 1 tmage 1 tmage 2 o000 o000 header 2 header 2 mage 2 oo0o MW mediaworks creative search agency www.mediaworks.co.uk sources: http://imrg.org/index.php?catalog=682 http://baymard.com/lists/cart-abandonment-rate

What is CRO?

shared by MediaworksUK on May 17
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Whether your goal is boosting sales, enquiries or even newsletter sign-ups, that’s where CRO (conversion rate optimisation) comes in. It involves refining your website to enhance the customer journe...

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