CRO – Basics

Website conversions come in many shapes and forms. It could involve customers subscribing to a free newsletter, signing up for a survey in exchange for a free e-book, downloading an app, or buying a product. In each of the cited instances, the customer was triggered by strategic call-to-actions.

Naturally, three big questions will pop up now, namely, what caused the trigger, can we do it again, and how can we do it better? A proper conversion rate optimisation (CRO) strategy can answer these questions.

CRO ensures traffic generated by SEO will not go to waste. Image courtesy of Pixabay

Tracking conversions

CRO is not designed based on guesses or opinions. It is based on hard data collected over a period of time. These data will serve as the foundation of the entire CRO strategy. Continuous data aggregation will also be used to refine optimisation of the websites through A/B and multivariate testing.

The range of data collected is quite broad, some of which includes:

• Source of traffic referral

• Location

• Time and length of visit

• Pages visited and browsing flow

• Call-to-actions followed

• Conversion points

A/B and Multivariate Testing

Depending on the level of analysis required, these data will be used to analyse content, content structure, page layout, placements of CTAs, colour, points of interest, media effectiveness, and dozens of other metrics.

In addition, A/B and multivariate testing will also be performed extensively to identify high converting changes.

E-commerce sites are particularly known for their regular testing. Amazon, the biggest online marketplace, is famed for this. Visit their site and view one of their products using your browser in normal and incognito modes. If you analyse the webpages carefully, you will probably find minute differences between the two. This is one of the ways they stay ahead of the competition.

If a hundred billion dollar behemoth is willing to do this, what’s stopping small and medium-sized businesses from doing the same?

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