Conversion Rate Optimisation (CRO)
SEO. CRM. CTR. CTA. SEM. In the field of digital marketing three letter acronyms are commonplace and at times befuddling so it is entirely feasible that CRO may have fallen between the cracks. CRO refers to conversion rate optimisation; an important piece of the digital marketing pie.
Firstly we need to define what classifies as a conversion. A conversion is a user taking an action within your website that you want them to take. This could include a newsletter signup, buying a product, making an enquiry, viewing a specific page, downloading an app – the list is as long as you are creative. The wanted action taken (the conversion) is what will be measured and what is required to optimise. After discovering why visitors are not converting then we can start to fix it!
Conversion Rate Optimisation:
- Methodical process of increasing website performance
- Founded on user analytics data
- Outlined by the website key performance indicators
- Doesn’t increase visitors – Increases conversions
CRO involves gauging current performance, identifying problems areas, then designing and implementing solutions. A term often associated with CRO is a conversion funnel, it describes a user’s pathway from the first page they encounter on the site to a completed conversion.
For example: Home > Search > Product List > Product Page > Checkout
Analytics tools are an absolute necessity for CRO. Optimisation is not based on guesswork of user behaviour but is backed by data analysis. Google Analytics contains six crucial pieces of information used for analysing current conversion performance:
- Total Conversions: The total number of users who took the desired action. Increasing total conversions while keeping total number of visitors constant will increase the conversion rate.
- Conversion Rate: The total conversions ÷ the total visitors. A high conversion rate is a sign of a site that is performing well.
- Bounce Rate: The percentage of visitors who leave after viewing one page. High bounce rates indicate that users are not finding what they are expecting and leaving immediately.
- Exit Rate: Each page also has an exit rate – the percentage of visitors who leave after viewing the page.
- Average Page Views: The average amount of pages a user visits per session. This could express high user engagement or, if it does not result in a conversion, a confusing conversion funnel.
- Average Time on Site: The average time a user spends on a site per session. A high average time demonstrates user engagement. Too short of a time and users are not staying long enough to complete a conversion.
Conversion rate optimisation is a critical piece of the digital marketing pie. If you would like more information on CRO services and digital marketing feel free to email or call us on 1300 650 274.