Conversion Rate Optimisation For Dummies: A Beginner's Guide To Testing

Conversion rate optimisation (CRO) is the science of increasing the number of people who complete the desired action on your website.

A conversion is any step that you want a visitor to take on your site. For an eCommerce website, this could be adding items to a cart and completing a purchase. For a B2B business, it might be downloading a whitepaper or signing up for a demo of your product.

Every website has its own goals and metrics for success, but conversion rate optimisation can help you achieve those goals faster by focusing on where and how you convert visitors.

Once you’ve defined what a conversion is for your business, you can use CRO tools to track and monitor how many visitors are completing these actions.

Are you a blogger, e-commerce site owner, or business trying to make the most of your digital marketing? Then you're probably familiar with the concept of conversion rate optimization (CRO). But what exactly is CRO? And how can it help you convert your website visitors into paying customers?

CRO is an analytical approach to increasing the percentage of your website visitors who become customers. A few examples of conversion-centric goals include:

• Reduced abandonment rate for shopping carts
• Reduced bounce rate for individual pages of a website
• Improved email list signups
• More requests for quotes or consultations
• More inbound links and social shares

You've probably noticed that each of these goals has one thing in common: they are measurable and achievable. This is important because it's the only way to accurately gauge how efficient and successful your CRO efforts are.

There are 3 things to consider when looking at Conversion Rate Optimisation:

• Users: customers, prospects and leads
• Motivation: what we want them to do
• Why they leave: what makes them leave a website or an ad

What Causes Low Conversion Rates?

There are many reasons why your conversion rate might be low, including:

• Your product or service isn’t attractive to your customer base.
• Your pricing is too high for the market.
• You have a weak value proposition that needs clarification.
• Your website is hard to navigate and doesn’t have a clear call to action (CTA).
• You’re not using SEO best practices on your website, so people aren’t finding it in the first place.

All of these problems can be solved by implementing a CRO strategy, but they can also be solved before or alongside it. Once you know how to optimize your conversion rate, you’re able to scale your business and reach more customers at an accelerated pace.