CRO – Importance

At some point, enough is enough. Your organisation has invested in search engine optimisation (SEO), pay-per-clicks (SEM), and even social media marketing (SMM). Yet despite barely any improvement in results, you are asked to invest in yet another thing – conversion rate optimisation (CRO). Surely you need to stop, right?

Actually, no. CRO may just be the final piece of the puzzle for your business. Need further convincing?

CRO can drive up revenues while reducing operating costs. Image courtesy of Pixabay

(i) CRO is not a recurring investment

CRO requires no hardware. Depending on the size of your business, you may need to invest in testing software. If you’re responsible for a global e-commerce giant, you’ll probably need to hire or reassign a couple of guys to manage the analysis and testing. Otherwise, you’re good to go – after you’ve invested a sufficient amount of time to learn the fundamentals of CRO, that is.

(ii) CRO improves your conversion and ROI

A properly optimised website will generate more revenue, sign-ups, subscriptions or opt-ins for your company. This is not a debate. The simple act of moving the Buy Now button from the left to the right side of a webpage could immediately improve conversions by 0.2%. Changing the background colour or rich media used on a webpage could persuade customers to stay longer on your website and give your content a chance to convert them.

Regardless of how long you’ve been in business, the sales volume of your company or the state of the market, CRO will improve your conversions, because there is always room for improvement. CRO specialises in identifying weak aspects of a website.

(iii) CRO reduces your expenditure

Companies spend a huge amount of money buying traffic through pay-per-click ads, display ads, or affiliate marketing. The problem is, these referral traffic are not optimised. CRO can analyse traffic sources and identify great and lemon referrals. Over time, CRO will gradually filter out expensive and ineffective traffic, and allow you to focus on those with high ROI. As a result, customer acquisition and conversion costs will drop dramatically.

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