5 Ways You Can Use Conversion Rate Optimization to Drive Business Growth

Did you know that the average landing page conversion rate is only 2.35%?

That doesn’t mean you can’t do anything to stay above that average, of course. Conversion Rate Optimization is the process of improving your landing pages (and your website in general) to create a better experience for visitors, who will then be more likely to become customers. Even a small bump in conversion rate can mean a lot more revenue for your business, so here are five CRO tips that will help you get your rate above average.

1. Set specific goals. We all want our businesses to perform as well as possible, but having a specific target greatly increases the chances of success. Instead of just aiming for higher traffic and greater conversions, decide ahead of time how much of an increase you’d like to achieve this year. Make the number realistic, but don’t be afraid to challenge yourself.

2. Develop buyer personas. How well do you know your target customer? You probably have a vague idea of who they are, but it pays to have the actual data. Check your customer reviews, or ask your customers directly through surveys and polls about why they like your business, and how they think it could be even better.

3. Check your competitors. What kinds of content are your main competitors using on their websites and social channels? What seems to be getting the most engagement for them? Keep in mind, though, there’s a fine line between inspiration and replication — you want to understand why your competitors are successful, but you also want to include your brand’s unique perspective in your content so that you’re not just a copycat.

4. Test, test, test. It’s surprising how many businesses will change the content of their website simply based on gut feeling. You want data, not hunches— set up A/B tests for different landing pages, and see what performs best in different contexts.

5. Don’t change too much too quickly. As with any kind of fine-tuning in digital marketing, it can take time to see how the changes you’re making are affecting your outcomes. Don’t start overhauling your whole website based on a couple of days of testing; you want to be sure you have enough data to understand what is truly making a consistent impact. A/B tests should run for a minimum of two weeks, but if you’re a smaller business with lower traffic, you may even want to run those tests for as long as a month.

CRO is just one aspect of a comprehensive digital marketing strategy that will elevate your business to a new level in 2025. If you’re ready to take the next step, contact us for a free consultation and we’ll show you how our team can help you have your best year yet.

COGO Interactive is an award-winning digital marketing agency specializing in online marketing strategy, web design, SEO and social media marketing. We work with clients in Virginia, Maryland, Washington, DC and across the nation.