Make better use of your traffic

Estimated reading time: 4 minutes

A CRO strategy consists of a set of practices that increase conversions. This acronym comes from Conversion Rate Optimization, a structured and systematic way of improving performance on websites. Thus, taking better advantage of the pages' traffic without necessarily attracting more visitors.

And we're not just talking about website optimization; CRO techniques also apply to landing pages, test requests, and call-to-action in general. It aims to increase the rate of website visitors who perform a specific action that you have decided as your goal. It could be submitting a form, making purchases, signing up for an assessment, etc. With proper CRO techniques, businesses can generate more leads or sales without investing more money in website traffic - which can be very expensive - increasing marketing ROI and profits.

Illustrating the ideas

Consider that you are a real estate website, for example, with a form and a contact link located at the bottom of the page. This form is your goal; you want people who click "submit" to hand over their details so your sales team can contact you and then sell homes. Your website receives an average of 2,000 visitors per month, of which 20 are converts or just 1%. You believe that number is lower than you expected. So? What can you do with this information?

Well, you can try to increase the number of visits. It can be useful, but you will need to pay to generate more traffic. Paid media is fast, but it can be costly in this competitive market. Or, and this is where we're talking about CRO, you can increase the CTR of the form's "Submit" button.

But first, you need to understand:

"because people are not pushing the button"

• Is the form too long?
• Where do people leave off?
• Do people scroll down the page?

Suppose your problem is that you have too few contact points on your website, making it difficult for those who want to make a request. In this case, you can solve the problem by adding multiple contact options with attention-grabbing phrases at various points in the customer journey. But you can only know all of this by analyzing your situation.

The secret of CRO is to study the data you have and use it to run tests. Only by testing your options can you improve and optimize your conversion.