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Your store needs to be designed with your customers in mind.
While boosting your traffic can generate more sales, it’s just as important to focus on turning your current traffic into paying customers.
At every step of your customers’ purchasing journeys, there are new opportunities for you to make their paths shorter, easier, and more enjoyable. Through rigorous experimentation and analysis, you can fine-tune your website to push people closer to making a purchase. This process is called conversion rate optimization, or CRO.
As per Wikipedia, “In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage. It is commonly referred to as CRO.”
Let’s try to understand it in a simpler way. All websites serve a purpose. Some sell things online. Some run a blog which they can run ads on. While some sites collect leads through their forms. So someone visits a landing page you created and signs up for your mailing list, a conversion could happen. For an ecommerce site, a conversion could be when a buyer makes a purchase. And for a B2B site, a conversion can take place when a prospects shows interest in their service offering and fills up the contact form, so that the sales team can reach out to him.
Conversion rate optimization or CRO is simply the process of improving those conversions. A high conversion rate means your website is well designed, properly formatted, and attractive to your target audience. So the result is, with essentially the same amount of traffic you get better sales and who doesn’t want that. With conversion rate optimization, you get better bang for your bucks.
There are quite a few advantages of CRO for your business. Here are a few:
For just about any business, understanding your client is extremely important. We suggest that you start researching on conversion to learn how customers engage with your site. You must find out all about who the customers are and what their problems are. Conversion optimization allows you to develop buyer personas for your website when you understand your customers, which helps you understand who you are marketing to.
CRO helps in improving the performance of your lead generation. More data about your visitors will be captured so that you can market it to them over time.
Making sure your website looks credible is a major part of conversion rate optimisation. We all are quite concerned about the security of our information online, particularly with the recent security breaches at major retailers. Your website will look as credible as your business is, helping to build confidence and encouraging those who visit your site to go ahead and make a buying decision.
If people can not discover you through search engines, how can they purchase your products or services? CRO helps you focus on your primary keywords that are high intent and optimize each page of your site so that you appear higher in the results pages of Google & other search engines.
Conversion rate optimization helps you understand your company and your clients better. You will take chances because due to higher sales you become more confident and because you have a steady source of traffic to play with.
When you are performing CRO successfully, your website should have an advantage over its competitors. Often, that’s all it takes to attract a customer — you only have to be a little more effective, a bit quicker, and you’re going to win. Think of it like a derby: the horse and jockey who win, even if it’s by a whisker, brings home — the gold, the trophy — while the horse who comes in second gets nothing.
CRO’s job is to make sure that your online presence is as effective as it can be, not just on your website but across the entire web. It looks overwhelming, and it can be so. Usually the best way to get it done correctly and in the shortest amount of time is to work with a skilled conversion rate optimizer (like Global Technology) — so you can start improving your website profits.
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