If you’re driving traffic to your website but it isn’t converting well, rather than continually investing further marketing budget into driving more poorly converting traffic, you should consider CRO (Conversion Rate Optimisation).
You could be generating thousands of website visits a day, but if they don’t convert, the spend you have invested to bring them to your site is wasted.
CRO is a process of analysing, testing and optimising, to improve the conversion rate of your website. Small changes can dramatically improve conversion rates, and in turn, your revenue. Rather than spending increasing amounts on driving new traffic to your website through digital marketing, CRO means you make the most out of the traffic you already have.
Implementing CRO as part of your marketing strategy will improve the ROI you are generating from your marketing channels. SEO, PPC, social media and email marketing can all benefit from increased conversions, and a reduction in wasted spend. Any spend invested in CRO is usually recouped quickly.
CRO combines analysis of the available data from your analytics, understanding your conversion goals, looking closely at the user journeys through your website, and investigating the conversion pages and points.
We have access to a range of tools which can help us to identify areas where your website visitors are dropping out of the conversion funnel, or experiencing pain points which prevent them from completing a conversion goal.
This provides us with areas to target, with changes to ease or encourage conversion. Changes are implemented in stages, and tested using multivariate testing, so we can see which specific changes are most effective.
With each change we learn more about what works for your audience, gradually increasing the overall conversion rate on your site. This process of small iterative changes, can have an enormous impact on your revenue figures.
Let us explore where your website is leaking leads and sales. By investing some of your marketing budget into CRO, you can make sure the traffic you are already driving through your marketing is converting well, rather than throwing more spend at an inefficient conversion path.
If you are spending marketing budget driving traffic to your website, then you can benefit from CRO to ensure that your budget isn’t being wasted with a poorly converting website.
Changes can take many forms, and depend on what the data shows us. They can range from simple things like changing button colours or call to action copy, through to landing page restructures, onward journey improvements or form redesigns.
Absolutely! CRO can identify pain points and blockers that prevent your customers from making purchases, reducing your abandoned basket rate. An improved user experience can also have a positive impact on returning customer numbers.