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1:55 pm on July 23rd, 2015

How to Do Conversion Rate Optimization (CRO)

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Do you think that increasing website traffic and choosing the related keywords is enough? Well, that's a good start, when your website first started showing progress, but it's not the time to relax. Today we'll try to describe what Conversion Rate Optimization (CRO) is, and how it's connected with your SEO efforts.

Let's say someone offered you to have the traffic for your website as 10000 visitors daily. Sounds impressive, right? But if they will come and not buy your products, what's the sense of SEO traffic direction with a high bounce rate (when visitors are leaving fast), because they can't find what they want?

That's why we warn all companies to think smart and double-check what the SEO specialists offer them. SEO directs traffic to the website but CRO reinforces the site performance through increasing sales, click-through rates and other specific aims. As a part of any SEO package, Katra Marketing offers an improvement report, including CRO techniques.

Below there are several stages that can help you to implement your Conversion Rate Optimization strategy:

Stage 1: Make Your Research

CRO is the way of exploring your audience and their habits in the internet, checking various versions of website’s pages to define what's the best way to drive visitors to a conversion. A conversion is an action that you want from a visitor to complete while reaching the page. According to your business field, your website might have various conversion goals and it is important to define what "your" conversion is: a phone call, a newsletter subscription, buying a product,  white paper download - any action that is useful to your business.

So, the first step to CRO strategy is about research. Begin with data mining and basic figures  to set initial traffic, bounce rate and necessary conversion metrics. Also check the main landing pages in the website. After that look through your competitors' websites to see what elements you might add to yours. Also check their efforts in CRO strategy to start your own base. 

Stage 2: Design Matters

When visitors are browsing to buy online, it's useful to understand the steps of conversion: how people move from search engine to your product page and to transaction through e-basket. Knowing what triggers people to make purchases is the key to profit (if only there was a clear knowledge!)

 Conversion optimization depends on many factors, such as color, background, images and the speed of site download, call-to-action buttons and the action text, types of questions you have in the form, and many other details.  By using them right, Conversion Rate Optimization will decrease the amount of bounce rates and shopping carts' leaving. For an experienced internet-marketer it's clear: Any slight change done for conversion optimization, has to be tested and approved, so that you will enhance your conversion funnel and reaching your desired audience.

Stage 3: Prove by Testing

Any changes on your website can bring a negative impact on your conversion rates. So, when you find a negative result, it's great to learn from your wrong actions and correct them fast.

There are multiple ways how to test and measure these changes influencing CRO. Two traditional methods are A/B split testing and multivariate testing:

A/B Split Testing is about creating a set of designs for the whole landing page, and dividing the traffic randomly between different examples, and check the results of actions taken.

Multivariate Testing is more detailed, it's about creating a set of designs for certain elements of your landing page, and figuring out how these details may interact with each other. As in A/B Split Testing, you should divide the traffic simultaneously, yet equally, and check the results of visitors' actions.

Stage 4: Deliver Reports

Checking on different conversion elements for your landing pages brings good improvements in your website’s conversion rate optimization. At the final stage you should make a report about the strategies used, elements created, and the improvements as a result of testing.

Conclusion

So, that's what you need to know while trying to do CRO on your own, or when hiring an internet-marketing specialists for this purpose. Keep in mind that traffic without conversions is a useless fuss. Good CRO implementation includes research, defining landing pages to optimize, creating a sets of changes for them, and actively testing those varieties to reach a best-fit-scenario for your perfect audience engagement.

Done well, conversion rate optimization will have a continuous effect on your company website. CRO is a long process and it requires a lot of professional attention. The better you're focused at internet-marketing services for your business, the easier you're reaching your website objectives.

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