by Theresea Hughes
(Denver, Colorado, USA)
unlock your websites potential!
You have your website all set up now, you are starting to get a few visitors, but they are not buying anything, it’s time you were introduced to the art of conversion rate optimization or CRO for short!.
What is CRO?
CRO stands for conversion rate optimization and is the practice, or art, if you will, of optimizing a website so that more of the sites’ visitors will complete the desired action on the site, i.e. convert. This could be a number of things including (but not limited to) buying something, signing up to a mailing list, or subscribing to a blog.
Should I Invest in CRO?
In a nutshell – yes. Although CRO can be an expensive and undoubtedly, a time consuming art, the benefits are phenomenal.
Let’s put this into perspective. Let’s say for instance, that your site is converting at 1% (meaning that 1 in 100 visitors end up making a purchase). The total revenue you secure from this 1% is around $5000 a month.
Then, you invest in CRO. After a few tweaks to the layout, wording, and functionality of your site, it’s suddenly converting at 2%. At first glance, this doesn’t look or sound like a big improvement, but that 2% means you’ve doubled your revenue. Your site’s now pulling in around $10,000 a month. Not too shabby, don’t you think?
Yet despite these impressive facts and figures, CRO is often overlooked in favour of the more widely-known and practiced SEO(Search Engine Optimization).
And of course, while SEO is undoubtedly valuable, what’s the point in driving more visitors to your site if they don’t convert? It’s vital that your site is adapted and tweaked so that as many of those additional visitors to your site convert.
So What Do I Need to Do?
In theory, you could buy yourself a nice book on CRO and get to grips with what makes websites work, and what does (and doesn’t) make people buy.
However, there is a lot more to CRO than meets the eye, and getting your head around everything, digesting it, and then establishing how it’s relevant to you and your site, will not be easy.
The ideal solution is to invest in a CRO report from an expert. This will entail your site being assessed in detail and then offering suggestions on where and how improvements can be made. Good CROs will work with you to test how things are working and if a change doesn’t go as planned, suggest another change in its place.
However, here are a few basic rules of CRO that you might want to bear in mind first:
• Free delivery makes people buy. If you think you can’t afford to offer it, simply increase the cost of your products accordingly and absorb the cost of P&P this way.
• Too many stages during the buying process deters people from following through to the end. The simpler and quicker you can make this stage, the more people will convert.
• Buyers need reassurances. Even something as simple as bank logos (on every page) will reassure people that your site is legitimate and trustworthy, and increase the chances they will buy.
• Are your menus easy to navigate? Confusing menus will have people clicking back before you can say ‘see ya’.
• Are your images clear and attractive and your product descriptions detailed? Remember that when people buy online they lose the ability to ‘feel’ an item. You need to make up for this as much as possible with your images and descriptions.
There, now you have a much better idea about the art of Conversion Rate Optimization, and how best to make it work for you!.