What is CRO and How is it Useful
Imagine that your website is performing amazingly well. It is enjoying good traffic via content strategy, effective SEO, paid search etc. Catch 21 is that the traffic coming to your site is not doing what you want it to do. They are not getting converted.
Conversion does not always mean purchase in digital marketing. It can also be a sign-up, registration, filling of a survey, or maybe an app download. Thus, a conversion is the successful completion of an action.
Conversion rate optimisation or CRO is the process of optimisation of your site so that the visitors complete a specific action.
Below are the seven points you need to concentrate on for CRO in digital marketing:
● A/B testing
● Structured approach
● Analysis of customer journey
● Copy optimisation
● Customer feedback
● Bounce back analysis
● Segmentation
Let us understand some of these points in brief:
A/B testing
Data shows that companies get a significant increase in sales when they make multivariate or A/B tests on their sites. In A/B testing, you take two different landing pages that have different design and elements from each other. One of the pages is shown to half of your traffic and the other page to the other half. Later, you can compare the responses and see how a small change makes a big difference to conversion.
A/B testing stays as the most used technique to improve conversion rates.
Customer journey analysis
Customer journey analysis has recently become one of the most valuable methods for CRO.
Customer behaviour is getting complex and unpredictable, with more and more means to track them digitally. A typical customer journey includes advertising your product, the customer researching your brand, visiting your website, making a purchase, and seeking customer service. All these take place on many offline and online channels, which is difficult to track, collate and make sense of.
Again, businesses need to understand customers and their journeys to conversion. Collection of data from all available channels, analysing it and creating actionable insight using it is crucial in digital marketing.
Customer feedback
Feedback can be collected in many ways and be used to improve the customer experience. The improvement can be as small as not showing survey pop-ups to them.
Other CRO benefits
Constant testing has a more significant advantage. It leads to better user experience. The goal of CRO is making their journey smooth and getting them converted.
