Conversion Optimisation – Increasing Sales/Enquiries
Where Search Engine Optimisation helps to improve your website rankings and traffic, Conversion Optimisation focuses on maximising the number of people that get to your site (by whatever means) that actually follow through and “convert”
What is a Conversion ?
Exactly what a conversion is depends on what you want someone to do when they visit your website. It can be many things :
- The sale of a product
- An online enquiry
- signup to your newsletter
- Completion of a form
- Completion of watching a video
- visiting a particular page on your website
What is CRO ?
Conversion Optimisation (or Conversation Rate Optimisation or CRO) involves a a variety of strategies designed to make it motre likley for visitors to your site to complete the action that you would like them to.
CRO usually starts with ensuring suitable tracking is in place so you are able to monitor and measure when a conversion takes place.
Then we often look at split testing… initially making “guesses” about the types of changes to a website (or more often a specific page) which might maximise conversions. Then creating several different versions of the site/page and monitoring conversion rates over time to see which version performs better.