Marketing Automation 101: Streamline Your Business for Success
Conversion rate optimisation (CRO) is a term that often gets used in digital marketing. However, it’s frequently thrown into the conversation without an understanding of what it really means for the business and how to ensure that you’re doing it in the right way. CRO is a key metric, especially if your business involves an element of ecommerce, as it will reveal the percentage of your site’s total traffic that is completing a specific goal – the higher this is, the better for your business. This is everything we think you need to know about doing CRO the right way.
It’s the process of a visitor to your site completing a site goal. This is often a purchase but doesn’t have to be. A conversion could be something like creating an account or downloading a document or an app. Before you start looking at CRO you’ll need to make sure that you have identified your site goals so that you have something to measure this metric against.
The objective for any website is likely to be getting the visitors to that site to achieve the goals that you’ve set for it. CRO is the best way to identify whether that is happening and, if it’s not, to turn the situation around. For example, you might be getting a lot of traffic to your website thanks to investment in paid search or a comprehensive content strategy. However, you might find that despite the high traffic you’re still not seeing the results that you had hoped for –that’s where CRO can be useful.
Improving CRO doesn’t take much effort but could have a huge impact right across the business.