Date First Published: 28th January 2023
Topic: Web Design & Development
Subtopic: Web Development
Article Type: Computer Terms & Definitions
Difficulty: MediumDifficulty Level: 5/10
Learn more about what conversion rate optimisation is in this article.
Conversion rate optimisation (CRO) is the process of increasing the percentage of website visitors that perform a desired action, such as buying a product or filling out a personal information form and aims to improve conversion rates. This may be accomplished by improving the user experience (e.g. reducing the loading times and making the site accessible), ensuring that the website is compatible with a range of devices, simplifying the navigation, adding CTA buttons, and ensuring that enough products and services are available to suit a wide variety of tastes on online stores. CRO focuses on optimising a website for both micro and macro conversions.
Services, such as Google Analytics can inform website owners of areas where the conversions are strongest and the weakest. For example, it can be used to see which blog posts convert readers into email subscribers the most or the least from different devices.
It is important for website owners to know which pages are the most suitable for optimisation. In A/B testing, the target areas to start the CRO process are high-traffic, underoptimised webpages. This means that they already have a sufficient amount of traffic, but simply need to make better use of that traffic. Examples of important pages to optimise include the homepage, article pages, product pages, and landing pages.
CRO results in increased sales and revenue for online stores, more leads, and lower acquisition costs. CRO is important for all online businesses. Regardless of how large or popular an online business is, it is important that it converts visitors into leads and customers. CRO and SEO should work together. SEO will work to increase organic traffic and CRO will work to get more out of existing website traffic and ensure that the website is optimised for conversions. This is why it is important that online businesses have a CRO strategy. Each CRO strategy will vary, depending on the business.
Key metrics and the target audience will need to be identified. Afterwards, user feedback and other data will need to be collected to decide what needs to be tested. Finally, A/B tests will need to be run to optimise different pages and parts of the website for conversions. A CRO test involves adding, redesigning, and rearranging elements on a website to optimise it for conversions.
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