Why in 2023 Conversion-rate-Optimization (CRO) Is Key

"Time and again, customers ask us how we managed to get them to approach us. They don't usually do that, they tell us, because they rely on external service providers they trust. That's because 60% of our customers come through the Internet and around 40% through references. This means that we proactively do not make sales, but only gratefully accept and respond to our inquiries and then serve and support them as our friendly business partners and our confidants. We are thus living proof of what conversion rate optimization (CRO) means and, above all, can do!"

Bernd Trummer, CEO FYNEST

In the standard work on modern B2B marketing, the B2B Marketing Guidebook (Springer Nature Group, page 53), Seebacher defines conversion rate optimization as follows:

"For conversion rate optimization, measuring customers in relation to conversions made is one of the most important metrics. CRO is usually part of search engine optimization. It can improve lead generation, revenue as well as sales figures. Generally, marketers assume an average CR of 1% in e-commerce, and this includes B2C and B2B (Ryte, 2020). Thus, on average, every 100th visitor to an eCommerce store becomes a customer. The level of the conversion rate depends on many different factors and especially for the B2B area, these values are often significantly below those of the B2C area."

For CRO to work, an appropriate concept must therefore be defined at the outset. This concept must include not only technical aspects, but above all content aspects. This against the background that a purely technical optimization, as is often offered by SEA and SEO consultants and experts. Barrett and Herten (2021), two of the most renowned experts in the field of content marketing, attest that it is precisely the step from keywords to contextual models that is crucial for next-level content and conversion rate optimization (CRO). And it is precisely this content optimization that must stringently be an integral part of CRO measures, but still is not in the multitude of projects.

The CRO concept thus forms the essential basis for the various measures to work together optimally. Technical optimization alone is not enough. On the other hand, search engine-based optimization (SEO) has not been enough for a long time, because the algorithms of the portals are becoming more and more precise based on the use of artificial intelligence. The only real thing is therefore a valid and valuable content, which in combination with technical optimization will then ultimately sustainably optimize conversion and bring sales.