Conversion Optimization

Get Your Website to Convert More

Sometimes a business needs more traffic. And, sometimes a business needs to convert the traffic it already has more effectively and efficiently. This is where conversion rate optimization (CRO) comes in.

Conversion rate optimization, per Wikipedia, is defined as:

A system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

Our conversion rate optimization projects work to:

1. Increase revenue per website visitor.
2. Lower your customer acquisition costs.

Think about this. If your website currently received 20,000 visitors per month and your conversion rate is 2%, then that equates to 400 new customers each month. In order to grow from this point, you can either:

A – pay to increase the amount of traffic to your website, which requires you to purchase more digital advertising. So, if you increase from 20,000 to 30,000 visits per month but keep the same 2% conversion rate, that would yield 600 new customers.

or

B – keep receiving 20,000 visitors and test to increase your conversion rate from 2% to 5% or 10%. This change will yield 1,000 new customers at 5% and 2,000 new customers at a 10% conversion rate.

Your business cannot stop marketing on digital channels. So, while prices are rising and the number of competing advertisers is growing, we must work to make the traffic and ads you are purchasing more productive. We do this by lowering your customer acquisition costs by getting more value from the visitors and users you already have.

Conversion rate optimization is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have.

How CRO Works

CRO is very similar to conducting a scientific experiment. We split the traffic that is coming to your website or a particular page of your website into two groups: Group A and Group B. Each group sees a different version of the page and we monitor which version converts users more effectively.

Elements Tested During A/B Experiment

• Headlines
• Color schemes
• Call-to-action button placement
• Call-to-action messaging
• Page layout
• Copy
• Media – images and videos

As you can see, these are all easy, small changes to make that do not affect your core offerings. Any and all of the above page elements can be tested one at a time or in groups.

The important thing to remember when A/B testing is that you should be putting good thought into the creative elements you are putting on the page. You want to test an A+ idea versus another A+ idea. You do NOT want to test to 2 C- ideas.