You did CRO and didn't even notice
Estimated reading time: 4 minutes
Suppose you have a page that attracts 1,000 visitors a month, and that page has a conversion rate of 10%. To increase your sales, you don't need to bring in more traffic; you can improve your traffic conversion. These actions have increased your conversion rate, and you now get 200 conversions.
You didn't need to create another page or produce new material; you just improved what you already had. Congratulations, you did CRO and didn't even notice. Cool, right?
Understanding what conversion is
But before talking about conversion and how to optimize conversion rates, you should understand that a conversion, which is part of the acronym CRO (Conversion Rate Optimization), is much more extensive than just turning a visitor into a lead or a sale. It involves various actions that a visitor can take on a website.
For example, the visitor might click on a banner that takes them somewhere else or request to contact a seller, or maybe buy something on your site, or start a software evaluation. Either way, many possibilities could be a conversion.
Defining the type of conversion that makes sense for you requires knowing your results. With that, you can know which CRO techniques you should use. For example, if it's lead generation, having Forms on Landing Pages makes perfect sense. If the idea is to increase sales in your ecommerce, consider optimizations such as buttons that encourage registration.
About Conversion Rate
As we said, besides conversions, another concept to master when dealing with CRO is conversion rate. It's essential to understand this concept to know the efficiency of your pages and track overall business results.
Illustrating:
Imagine we are calculating the conversion rate of Visitors who become Leads. The aim is to capture contacts from those who have browsed the site. And with that, know who they are to nurture them later. Let's imagine that our website has 10,000 hits and, in a certain period, 500 people filled in the form. That means we had a 5% conversion rate of visitors into leads.
The positive point of the conversion rate is that it can be calculated at all stages of the sales funnel: top to middle, middle to bottom, etc. Thus, you can diagnose where the bottlenecks are and where the weaker strategy needs to be optimized. It is essential to know the metrics you want to analyze at each stage and have an overall diagnosis of your website's performance. This knowledge makes it easier to target the exemplary efforts to the suitable needs.
