Conversion Rate Optimization
What is Conversion Rate Optimization ?
Great news! You have a solid stream of visitors coming to your website. You’ve placed time and resources into SEO, PPC and social media, and you’re finally getting a return based on the steady flow of incoming traffic. However, visitors come to your site and leave just as quickly without taking any revenue-driving action.
You’re not alone. Industry-wide conversion rates hover around three percent, which means that 97 out of every 100 visitors enter a site and leave again without taking any desired action.
Conversion rate optimization (CRO) is necessary. It increases the percentage of website visitors who experience the “aha moment” or must-have user experience that turns passive browsers into valuable conversions.
At its most fundamental, CRO means figuring out what users are looking for when they arrive at your site and then giving that to them. CRO takes on many forms and is the practice of researching your audience and their browsing habits, then testing different versions of your site’s pages to determine how best to guide visitors toward a conversion and ultimately, give them what they want and need.
Know Your Audience
Research is the first step in a successful conversion optimization strategy. In order to better understand your audience, examine data from you web analytics. This data will reveal who is visiting your site, how they find you and how they navigate within your site. Based on this data, you can create personas based on your prototypical visitors in order to view your website through their eyes.
Analytics is the science behind your methodology and helps you target your actual customers, not those you believe to be your customers.
CRO can be used to improve any metric on your website that’s important to your business. Now that you know your audience, define a goal for them. Whether it’s associated with generating leads, registrations, selling a product, or downloads, develop a step-by-step path to conversion and sales funnel so you can identify where your customers are dropping off.
Rigorous methodical testing lies at the heart of successful conversion rate optimization strategies. Rather than guess or contrive ideas, the collection and analyization of data is the only route to raising your conversion rate.
Two types of testing exist: A/B split and multivariate. With A/B split testing, you create two or more versions of a page and then divide your traffic between them. Does your new page produce more conversions, or is it being outperformed by the original page?
Creating different versions of individual elements shared across several pages is multivariate testing. Multivariate testing requires a high volume of traffic to produce useful results because users are shown all possible combinations of elements randomly.
Conversion rate optimization is about getting more of the right kind of customers. It won’t do you or your bottom line any good if the visitors you’re acquiring are the wrong fit for your business. It’s important to keep the focus on optimizing to find more customers who will love your product and help you grow by spreading the word.
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