It all started with the birth of the Internet. Since its creation, we’ve seen the World Wide Web expand and accelerate like nothing before, and some doubt we’ll ever witness growth like it again. This Web’s beginnings were quite humble as beginnings go, for something that would be so extraordinary. But, through the years it has become wider and more encompassing – more representative of the world we live in or want to live in. The Internet has brought us knowledge and joy through websites that curate information in the modern age and help us integrate this information usefully in our daily lives. But, like everything else in our world, these websites are not here solely for our benefit – as much as we would think they are. Enter Conversion Rate Optimization!
Each website that marks a point of information intersection on the Web is owned by someone who has self-serving goals in mind. These owners, whether business owners or non-profit owners or owners of a different kind, think about meeting their client and customer needs when creating their website. But, at their core, their intention for their site is to “convert” in some way. Aside from entertaining stories, flashy graphics, valuable resources, and beautiful design, websites exist to bring their owners “conversions.” Conversions can be anything the website delivers to its business based on the business’ goals for site construction. So, if conversions are key, it makes sense that conversion rate optimization (CRO) should be a necessary and primary function for businesses and organizations operating a website.
What is Conversion Rate Optimization?
Conversion Rate Optimization, or CRO, is the process that business owners and organization heads can use to improve various functions and design elements of their website – including user experience, content, and performance – so that conversion rate gets a boost. Given that conversion is the end goal for a website owner, conversion rate validates – or refutes – the website’s ability to convert site traffic to leads, sales, customers, or whatever the goal.
Conversions are the meaning behind a website. They are things like getting subscribers, having completed purchases, a built email list, and even click-throughs that generate income. Every website has a conversion rate, which essentially is the rate at which the total amount of site visitors take a business’ or organization’s desired action and convert.
Focusing on Conversion Rate Optimization as a part of marketing strategy, and overall business goal, takes a completely different outlook than traditional marketing because it requires working with existing web traffic to improve conversion – rather than trying to turn eyes to a website and gain leads.
Why Use CRO as a Strategy?
Optimizing your website for conversions can significantly boost your sales, subscriber list, click-throughs, or whatever it is your company is trying to increase. It helps you compete and stay relevant, and it’s an excellent way to help your website achieve maximum potential and desired success based on unique positioning and strengths.
A business or organization can increase conversions by increasing traffic through SEO or increasing conversion rate. Increasing traffic may seem like the logical course of action to get more conversions, but consider the optimization effort necessary to bring more eyes to your website. If focus is placed on conversion rate through optimizing existing traffic function, you can potentially close more sales or convert more in other ways without spending much money at all.
There are several ways to optimize a website to increase conversion rate, including optimizing content, website design, and performance as we mentioned earlier. Next week, we’ll go into depth discussing the various tweaks and fine tuning that can be applied to your website to optimize for conversions – and we’ll show you how you can test your changes to make sure they’ll bring you the results you want.