Conversion rate optimization

Conversion marketing example

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what's stopping them from completing your goals.

Key Concepts in Conversion Rate Optimization

• Conversion - A conversion is the completion of a predefined goal by a visitor on a website. This could be making a purchase, signing up for a newsletter, or downloading a whitepaper.
• Conversion Rate - The conversion rate is the percentage of visitors who complete the desired action. It is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100 to get a percentage.
• A/B Testing - A/B testing, also known as split testing, is a method of comparing two versions of a webpage or app against each other to determine which one performs better.
• Multivariate Testing - Multivariate testing is a technique for testing multiple variables simultaneously to determine which combination of variations performs the best.
• User Experience (UX) - User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products.
• Call to Action (CTA) - A call to action is a prompt on a website that tells the user to take some specified action. A CTA often takes the form of a button or hyperlink.

Steps in Conversion Rate Optimization

1. **Research and Data Collection**: Gather quantitative and qualitative data to understand user behavior and identify areas for improvement. 2. **Hypothesis Formation**: Based on the data, form hypotheses about why users are not converting and what changes could improve conversion rates. 3. **Prioritization**: Prioritize the hypotheses based on potential impact and ease of implementation. 4. **Testing**: Implement A/B or multivariate tests to validate the hypotheses. 5. **Analysis**: Analyze the test results to determine the effectiveness of the changes. 6. **Implementation**: Implement the winning variations to improve the conversion rate. 7. **Iteration**: Continuously repeat the process to further optimize the conversion rate.

Tools for Conversion Rate Optimization

• Google Analytics
• Hotjar
• Optimizely
• Crazy Egg
• Unbounce

Related Pages

• Digital marketing
• Search engine optimization
• User experience design
• Web analytics
• Landing page

See Also

• A/B testing
• Multivariate testing
• User experience
• Call to action