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A plain English guide to Conversion Rate Optimisation (CRO)

Forget all you know about marketing, with intuition, quick hacks and tips and tricks: to increase your website conversation rate your best move is to understand how each user interacts with your website.

What is Conversation Rate Optimisation (CRO)?

You're forgiven for scratching your head at this phrase.

CRO = More Engagement or More Revenue!

Conversation rate optimisation is the practice of increasing the percentage of website visitors who engage with your website and convert into a satisfied customer. Different websites have different definitions for engagement and conversion, such as Purchasing a product, Signing up for a Service, Joining a Newsletter or Submitting a Form.
Conversion Rate Optimisation is an extremely valuable tool to have in your backpocket, this increases the probability of individuals making that ultimate purchasing decision while engaging with your website.

A user-centric definition of CRO

Conversion Rate Optimisation places focus on big data, data analytic tools and each macro and micro interaction of a website.
The downside of engaging with excessive data is that users will get lost in spreadsheets and graphs. Conversion Rate Optimisation is all about the individuals making up the data, your visitors.
A more holistic and user-centric way of defining CRO would be understanding how an individual engages with your online precent, the story you portrait through your website, social media and online content.
The story you tell drives the individual to focus, understand, persuades, and ultimately leads them to a decision.
The decision the individual makes is reached through hundreds of minor interactions which can happen consciously or subconsciously. The objective of Conversion Rate Optimisation is improving your conversion rate and making the story your portrait end in the visitor engaging and making that purchasing decision.
Although conversions are our goal, there is a lot that happens before the conversion occurs. This is all about putting the focus on the customer, and understanding their wants and needs.

Why is CRO important?

A common misconception is that traffic is the most important element of a website, and increasing sales. However, what is the point of attracing individuals to your website that fail to engage.
The average conversion rate is between 1% and 4%, this means that of every 100 customers only 1-4 engage and convert. At Convertive, we turn clicks into customers. CRO is all about improving conversion, which means increasing revenue. We aim to improve your return on investment for every marketing campaign, ensuring that a website is optimised to it's maximum potential. All website’s can be improved and through rigorous auditing and expert-driven testing, the team

Across the board, the average conversion rate for an optimised website is at least 2x higher than an unoptimized website, this equates to 200% more online sales.
Therefore, a good conversion strategist does one thing and one thing only, conversion rate optimisation. Now with that out the way, let’s get into action and grow our business.

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