What Is Conversion Rate Optimisation?

Regardless of the industry you’re in, your website will require your visitors to complete some sort of action. Conversion rate optimisation (CRO) is the optimisation of your website in order to push your visitors into completing that action. It’s therefore imperative that you do all that you can to increase your CRO as it’s a big part of why your site exists in the first place. Whether it’s making a purchase, submitting an enquiry or subscribing to a mailing list, there will be something on your website designed for your visitors to interact with.

The importance of CRO also comes down to how much money you’re investing in your SEO or PPC campaigns designed for more conversions. The higher your conversion rate, the higher your ROI. Conversions equal cash. It’s also much more cost-effective to convert the visitors already on your site than it is to invest in new campaigns designed to attract new visitors to convert.

How To Increase Your CRO

Design

The design of your website is key to engaging your visitors and luring them towards making an action. Making sure your website is easy to navigate, attractive and responsive across all devices creates a better user experience overall, thus improving the likelihood of your visitors converting.

SEO

Conversions are nothing without traffic to begin with. Your website should be fully optimised for search so that users can find you more easily. After all, without the visitors to begin with, there will be no conversions. 

Clear links & CTA’s

Your pages should include clear links and buttons to guide your visitors to commit to the next action. Each page should have at least one clear action point, regardless of whether that’s to view a previous blog post or add a product to your basket, it should be immediately obvious where the visitor is to go from there. Don’t overdo it though, limiting the number of actions your visitors can take will make their decision process a lot easier.

Information

Make sure each conversion page provides as much information as possible for your visitors to make the decision to convert. For example, your product pages should have all the necessary information about the product, along with pricing and delivery so that your customer has all the information they need in order to make a purchase. If your customer is unsure of something, they’re less likely to convert.

Blogs are a great source of information if you don’t want to overload your web pages. Just ensure you include the relevant links to your posts on your web pages.

Why?

If we haven’t made it obvious enough, improving your conversion rate optimisation should be a focal point for you and your business. Not only will it save you money by capitalising on your existing traffic rather than spending money on trying to obtain new visitors, but you’ll be more likely to improve your customer retention. If they’ve converted once, they’re more likely to convert again.

For more information on how to boost conversions on your site, contact us here.