Conversion Rate Optimization (CRO) Maximizing Value from Existing Traffic

Traffic is an important aspect of digital strategies, and it is usually focused on traffic growth, however, traffic does not correlate with business growth. Conversion Rate Optimization (CRO) is a process aimed at making a website or other digital platform more effective at transforming visitors into valuable results of the form of a lead, customer, or subscriber.

CRO is an organized and information-focused field of study that analyses how users behave at each phase throughout the experience. It does not focus on creating friction, making communication easier or directing users to specific actions.

Key pillars of effective CRO:

• Knowing what the user wants to do.
• Lessening confusion and decision fatigue.
• Developing trust in key touchpoints.
• Expressing value in a concise and fast manner.

Strategic areas to optimize:

• structure and hierarchy of the landing page.
• Benefit-based headlines and not features.
• Relevant Action-driven visible CTAs.
• Length of form, structure and clarity of field.
• Brand integrity and brand equity.

Data-driven approach:

• Analytics to determine points of drop-off.
• Session recording and heatmap to learn the behavior of interaction.
• Funnel analysis to determine the bottlenecks.
• A/B to confirm improvement.

Long-term perspective:

CRO is not a single event, it is an on-going process. Even percentage growth of conversions would increase ROI across marketing channels without raising the cost of acquisition.