Conversion rate optimization, also known as CRO, refers to the art of turning more people who visit a website into potential customers or sales. In other words, it helps increase the percentage of visitors who convert. By conversion, we mean visitors do what that website owner wants them to do, may it be purchasing a product, filling a contact form or watching a video. By growing your conversion rate, a website owner increase their leads or sales without requiring additional traffic.
Conversion rate optimization comprises four overlapping elements, namely, conversion research, UX or user experience, website persuasion as well as split testing and personalization. Make the best use of the said elements, and it will boost your odds of making your conversion rates better and thereby your leads or sales.
Gain improvement ideas and insights through conversion research. These will come from web analytics, visitor recordings, heat maps, user testing, expert CRO reviews and surveys. You cannot do conversion rate optimization effectively without this element, so needless to say it is the most important part of CRO.
Do not just take for granted that your site will make the visitors do what you what them to. To engage more visitors and convert them, utilize influencing techniques and best content writing practices. Some of the influencing methods you should use are scarcity, social proof, reciprocity and urgency.
Make your website UX better to help visitors find what they need easily and thereby increase the chance doing a final action that you want. Besides, use best practices for making your site navigation better, improve web forms’ performance and improve user flow. If good UX is not there, it does not matter how persuasive your website is or how good it looks.
A/B Testing and Personalization
Split testing and personalization are two techniques used to find out and show the maximum converting experience for a site. This is extremely helpful but not a must, especially since so many sites lack traffic for this to be implemented.
All of the above-mentioned elements, especially conversion research, overlap and contribute to one another to get a better outcome from conversion rate optimization. For instance, insights from the first element contribute to improved ideas for the fourth one. Because conversion research tends to be disregarded or is usually not well understood, you have vast potential to make the best of this CRO element in particular.