SEO is a very valuable tool when it comes to online promotion and Internet marketing. It can help your site be found in the search engines and drive more traffic through. Bearing this in mind, you could have hundreds of thousands of people going to your site every day but if none of them are purchasing or taking action, what’s the point? This is where Conversion Rate Optimisation (CRO) comes in. CRO is designed to work with any SEO or PPC marketing campaign to target individuals and guide them to the point of action on the site. It’s about turning visitors into customers with the end aim of expanding a company’s Return on Investment (ROI).
CRO is focused on conversions and getting the most out of existing traffic. It involves a lot of detailed analysis and testing in order to identify the methods and layouts that drive traffic to leads or sales. With CRO, we can see where the website is going wrong in terms of loosing traffic or not converting users. Using CRO with adequate SEO training, you can maximise the converting potential of your whole website.
A massive advantage of utilising CRO with your website is that you can increase the profits gained through your website without having to rely on increased traffic levels. Although if coupled with an SEO or PPC campaign, it can drive massive sales figures due to the combination of improved conversion rates and increased traffic levels. Basically, SEO drives more traffic to the site and the CRO ensures that this traffic is converted into sales.
SEO and CRO work very well when combined. Strategies are created to ensure the site is user friendly, has simple navigation, plenty of testimonials, positive reviews and more to make your site more appealing to the audience. When married to website optimisation, it’s giving the search engines exactly what they’re looking for, then it does it in a way that is very aesthetically and ergonomically pleasing. Utilising it correctly gives the user a better impression of the site and increases their confidence in it, making it more likely for them to buy from it.
Conversion rate optimisation isn’t just for driving sales through a site, it can be used for whatever you want to site to do. Obviously, there is a massive market for CRO with e-commerce websites, however there are others also. It can be used to drive people to sign up for a newsletter, to like your Facebook page, follow you on Twitter and whatever it really is that you’re looking for your site to do.
There’s a number of ways a site can be improved to catch more sales, it’s always dependant on the individual site. CRO makes use of a variety of different tools for analysing where the site is losing its visitors and how frequent it is. We also use tools that compare a number of different page views to determine which ones are the most conversion driving. Once the landing page that’s converting the most is identified, that page can then be tweaked further to dramatically increase the sales it provides.