How Does CRO Help Online Businesses Develop And Grow

  • Author: Bradley Pawson

Brief overview of CRO

CRO (Conversion Rate Optimisation) is the funnel that turns potential leads and traffic into customers. 

Using analytics and user feedback to improve the running and performance of your website, CRO means figuring out what users are looking for when they arrive at your site. In addition, where they navigate and stay away from. Sometimes, this means removing unnecessary or complicated time-consuming steps that are causing traffic to now use bounce of your website and not purchase your product. For example, if you have a 25% conversion rate, that means 25% of people who visit your website actually turn into customers.

CRO is also useful to get the CORRECT traffic to your website. It is no use if you get traffic and it is the wrong type for your business. 

Why is it important for your website? 

  • Higher conversion rate = better ROI.
  • Better understanding of your customers’ wants and needs.
  • More cost effective than finding more visitors.
  • Defends against limited patience of visitors.
  • Build more trust among your audience.
  • Create more revenue that you can inject back into the business.

“Content doesn’t win. Optimised content wins.” – Li Evans

Analytics, CRO, Digital Marketing Hull

How to optimise CRO

No website is perfect. That is a fact. Websites are constantly having to adapt to customer needs and requirements. If a website is cluttered, not posting valuable content that potential clients are looking for; they will bounce off the website. Moreover, improve user experience on your website by making it easy to navigate regardless of what device they are using. Therefore, making sure it is easily accessible and easy to use is key. 

A home page is a prime opportunity to retain visitors and guide them further into the website. Having valuable content in blogs and videos is a massive conversion opportunity for a business’s website. In addition, blogs and videos can use CRO to convert readers into leads. 

Using PPC is beneficial as they work together. Make sure both the campaigns are together and not sending people to different pages that don’t match the ads. This can increase the cost of your PPC thus tampering with the results of your CRO campaign. To get the best of PPC and CRO you need to run them together with a proper strategy. 

Incentives are a very powerful tool to have on your website, it acts as a funnel to products and can have a big ROI when the prospect becomes a sale. 

Tools to use:

Heat map: Allows to see where the mouse travels and what traffic clicks on the most/least via a heat source. 

Scroll map: This tool shows how far users scroll on the website and where they stopped. A good example to show what information is unnecessary. 

Forms: Provides detailed information about traffic to help convert them into leads.

Recordings: Show individual sessions of a users time on the web page. 

Let’s get started

Overall, CRO marketing can bring essential results to your campaigns without disrupting your existing strategy. Now what are you waiting for? Get out there and start increasing your conversion rates!


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