Conversion rate optimization (CRO) is an important metric that plays a key role in growing a
business online. It involves inviting more visitors to a website and encouraging them to take
the desired action, which results in sales. A business or company can use CRO to evaluate
user behavior and find out the barriers to conversion. Moreover, it can conduct A/B tests to
enhance performance effectively. However, a well-executed CRO strategy will help a
business to maximize the value of existing traffic.
What are the best CRO strategies to turn traffic into sales or revenue?
- Defining the user journey on a site
Consumers these days want to know more about a brand on different platforms. Hence, a
business should define its conversion funnel or the user journey properly, which will help get
the desired results. A business or company should define or create a journey for users after
ensuring that it aligns with their needs and campaigns. It should confirm that every element in
the journey works together seamlessly. - Segmenting the traffic
Since optimization strategies depend heavily on traffic, a website should consider segmenting
it with attention. A business can achieve better results if it is more specific. It should evaluate
the sources or channels where the traffic comes from, such as social media, email, etc. The
next step is to categorize the visitors within those channels based on characteristics. - Defining the conversion goals
A business or organization should set clear conversion goals that it is focusing on because
there are typically more than one. For instance, a single website might want to increase its
traffic through emails, app signups, demos, etc. Likewise, a business or company should
determine whether it is setting a single goal or several to quantify and prioritize them. - Breaking conversions down into their main parts
Even though CRO is very useful, a website owner should divide it into a few main points to
get the desired outcomes. Some of them include paid campaign performance, landing page
conversions, sign-up flow, and activation. However, a business should consider measuring
conversions from start to finish. - Identifying the areas that are difficult to measure
A website owner should identify the areas that are difficult to measure because conversions
often require multiple touchpoints before a visitor takes action. While some are easy to find
out, some are harder to know. Therefore, it is necessary to explore and quantify the areas that
are not easy to measure. - Treating every CRO activity like an experiment
The key to effective CRO is treating every activity like an experiment, which involves
understanding what works and what doesn’t. A company or business should test ideas that are
unlikely to work. - Getting feedback from users
A business or organization should talk to users and gather their feedback to get insights. It
becomes easy to know the priorities, dislikes, likes, buying patterns, and other details from
the data, which help make informed decisions. Furthermore, it provides ways to understand
the user behavior on a deeper level, thereby helping to find the areas that need improvement. - Optimizing code and speed for conversions
Site speed is not just a metric because it contributes more to getting high conversions. Hence,
it is wise to check with a reputed SEO company to measure the speed of a website. This will
help enhance the performance of a website considerably. - Testing one variable at a time
It is not an easy job to test multiple changes at a time, and a website should test one variable
or a few variables that can be measured accurately and evaluated once.
