Patience Hurlburt-LawtonDo More with Less: The Value of Conversion Rate Optimization
A website is a website is a website. Right?
Not necessarily.
While anyone these days can create a website, the tricky part is getting it to perform the way you want it to. That is to say, when visitors drop by, they do the thing you want them to do, such as sign up or purchase a product.
And that’s where conversion rate optimization (or CRO) comes in.
Every business wants to save money, and CRO is a cost-effective way to generate sales or leads from your existing web traffic without breaking the bank trying to drive more traffic to your site.
In other words, it uses the tools at your disposal, and those tools are your potential customers. Wait… that doesn’t sound right… but you get the idea.
Testing, Testing—Here’s How It Works
CRO involves gathering data from your current web visitors and using it to “convert” the casual visitor into a lasting customer.
Where does the data come from?
From testing different elements of your site—think headlines, images, landing pages, and yes, even button colors—to determine how effectively they steer visitors toward your predetermined goal.
That goal is often to fill out a form or complete a purchase.
Another option is to feel out potential customers before testing different site elements; this may involve the use of surveys or other tools to help you learn more about your customers and what inspires and engages them.
Benefits of CRO: Higher Profits, Customer Insight, Brand Building, and More
Using CRO, you can improve the overall user experience of your site by providing content that has real value to your customers.
Since most business owners are not minded readers, CRO helps them determine what is effective and what isn’t, providing insight and helping them better understand and anticipate what their customers want.
And, once visitors make that critical leap from browsing to buying, you begin to see the value of CRO: your business starts to grow organically through word of mouth, ultimately improving your return on investment.
Right about now you’re probably thinking, “All this is great, but…” But like a lot of small and medium-sized business owners, you may be pressed for time and resources.
We get it.
That’s why using a digital marketing agency such as Solutions 8 can help you bridge the gap. Our digital marketing ninjas can help you develop an effective CRO strategy so you can stay focused on growing your business. Check out our Top Conversion Optimization Tips to learn more, or give us a call if you’re ready to get started.
