Are You Giving Your Audience the Ultimate Online Experience? The Importance of Conversion Rate Optimisation.
You finish optimising your website, you get all of that amazing targeted traffic, what’s next? SEO is just the first part of an important process that aims to establish the right online reputation for your business.
Many forget about the next logical step or simply leave it to chance. Regardless of this fact, conversion rate optimisation (CRO) happens to be of paramount importance for a satisfactory customer journey that will reduce bounce rate, increaseengagement and make it easy to buy your products.
What is CRO?
In essence, conversion rate optimisation is a strategic approach towards improving the performance of your website. Depending on your business and your specific goals, CRO could entail a vast range of techniques.
Very often, CRO is based on analysing traffic data. How much time are people spending on your website? Are they simply browsing without making a purchase? Do you have a high bounce rate and a low engagement? These statistics will help you pinpoint some shortcomings that can be overcome through effective CRO.
Why is CRO so important – some numbers
Alright, numbers are more convincing when it comes to making a point. Here are a few interesting statistics about CRO:
- CRO is still widely underestimated and the average conversions rate in the US across devices was solely 3.06 per cent in 2013, BrandNetworks statistics suggest.
- The situation is even more troublesome in the world of mobile browsing – where the average conversions rate is just 1.01 per cent.
- On average companies spend $92 (US dollars) on bringing clients to their websites but only a single dollar on converting those individuals, Eisenberg Holding statistics show.
- Simply adding video to a company’s landing page can improve conversion rates by 80 per cent.
- Businesses that create 40 landing pages or more generate 12 times more leads than the ones having just a couple of landing pages.
- Nearly 75 per cent of the top 500 internet retailers use A/B testing (also known as split testing) to find which landing pages work better than others.
Sounds good, how is it done?
CRO and user experience practices have a lot in common but they aren’t the same. Conversion rate optimisation is much more encompassing than making sure the website is fully-functional.
Effective CRO puts emphasis on the quality of content, the creation of engaging multimedia, a simplified shopping experience and a functional shopping cart among many others. Needless to say, the CRO practices will have to be chosen on the basis of analytics and audience behaviour specifics.
If you’re already investing in SEO, you’re on the right track. The next step, however, shouldn’t be left to change. It’s great that you already have a massive audience. You’ll now have to turn these people into loyal fans and customers. To do that, you’ll need to work hard on the CRO approach that will have an impact on your revenue generation efforts.
Links to Statistics about CRO: