Have you heard the term CRO and don’t know what it means? Cameron Hadley presents us with some frequently asked questions about conversion rate optimization.
When I started my digital marketing apprenticeship, I had very little idea of what CRO really was. Coming from design, I was thrilled to join the web & UX team at ClickThrough, but the world of conversion rate optimization was completely new to me!
Fortunately, I am far from alone. As important as the CRO process is, many internal clients and marketers are less familiar with the service than with things like PPC and SEO, so I was able to learn from them. I quickly learned how powerful a CRO service is in improving pages and taking marketing campaigns further.
Thinking back to my own questions I had when I first started, and the things clients often ask me, I put together a CRO FAQ. Whether or not you’ve used SEO or PPC to increase traffic to your website, here’s why you should take advantage of every opportunity using CRO.
What is the CRO?
CRO, or Conversion Rate Optimization, aims to increase the number of users who perform a desired action on a website. These actions can be the subscription to a service or a subscription, the purchase of a product or the filling of a request form.
What is a good conversion rate?
It is difficult to answer what makes a good conversion rate because each site will have different baseline performance. When we decide how to define your CRO goals, we take into account your current performance, the type of conversions you are aiming for, and the types of products you are selling.
Why is the CRO important?
If you divert all of your traffic to an unoptimized website where it is difficult for a user to make a sale or sign up for a service, no matter how your visitors found you, you will always end up with Fairly high bounce rates. A well optimized website will allow you to capitalize on that traffic.
Can the CRO work with my existing marketing strategy?
Using CROs on your site and landing pages is a perfect way to complement your existing marketing strategy. While PPC, SEO, and paid social media are great ways to drive traffic to your site, CRO is what turns that into conversions. Beyond targeting relevant keywords, there are limits to the influence these campaigns can have on conversions. CRO helps your entire marketing strategy drive bigger and better results.
Is CRO Different From Web Design?
CRO is a type of web design, in which we use data to inform all of our design decisions with the ultimate goal of gaining conversions. While the standard web design will be based on the opinions of those involved in the project, CRO includes bug fixes and uses user testing to determine what a) will look good and b) get your visitors to click in the right places. !
Some aspects of CRO may not even be strictly web design related. While we present the information in the best possible way, sometimes we can make suggestions to our customers as to what they can offer to improve conversions, whether through shipping methods, competitive pricing, or a range of products.
If CRO is data driven web design … will my site still look good?
Short answer – yes! As we saw above, CRO uses user data to not only make your site look good, but also provide a good user experience. Our data comes from user testing, and the actionable feedback we get comes directly from the people who have used our testing sites. We use the data to design your site for humans.
Is CRO only for e-commerce?
While CRO is a popular way to increase sales, we can use conversion rate optimization to improve conversions on anything that creates a relationship with a customer. This can be done through sales, but it can also be newsletter signups, filling out inquiry forms, or signing up for subscription services. The short answer is: anyone who wants users of their site to take a specific action on their site can use CRO to achieve that.
How do I know which of my pages needs CRO?
If the resource is available, I would always recommend using CRO across your site to make sure conversions are watertight. If you are working with a limited budget or resources, you can identify which pages need CRO the most by looking;
- High traffic pages that are essential in the conversion funnel (e.g. your home page, cart, and product pages)
- Other pages that generate a lot of traffic but few conversions
- Landing pages used for paid media campaigns
- Areas where traffic is declining at a critical time
What test methods are used in CRO?
We use a variety of test methods in CRO, including A / B testing and user preference testing. When testing user preferences, we provide offline users with different versions on the site and ask for feedback on how they found out using each version. We’re asking for actionable feedback that we can use to make edits, and continue until we run out of suggestions.
How do you measure the success of the CRO?
Users must be able to perform the desired action. Sometimes this is easier said than done due to website bugs or poor UX design that can distract or in the worst case scenario prevent users from completing this action. A good CRO, achieved through bug fixes, design and UX testing, will lead to increased revenue and sales.
CRO aims to streamline the process of landing users on a webpage to complete the desired action, thus minimizing the risk of users leaving the site before doing anything.
Case study: big gains
This is an A / B test that we performed 50% in 2019 for a client. Our optimized webpage saw an increase in revenue of £ 21,076 over 3 weeks – £ 7,000 per week. If 100% of the traffic had been sent to the optimized page this would have seen an increase of around £ 14,000 per week.
For the same client, further testing over a 6 month period yielded revenue gains of 50% of traffic for winning variants over £ 100,000.
What has ClickThrough achieved with CRO?
Through the CRO process, we have achieved results for a wide range of clients. Here are some stats proving how critical CRO is to revenue growth:
What does a CRO restraint look like?
At ClickThrough, we offer CRO mandates to clients so that we can continuously work on their sites to optimize conversions. While you may think that a CRO project should be a stand-alone job, we believe that by offering the service on a retention basis, we can support our clients through events (such as Christmas and Black Friday), new product launches and advertising campaigns.
How can I find out more about CRO?
We have a range of resources available for anyone interested in learning more about CROs, whether they are a potential client or looking to develop their own skills and knowledge. You can view all of our CRO blog posts in one place, or watch our free webinar replays to hear us cover the topic in more detail.
Want to tell us about this incredible marketing strategy? Contact us to talk about all things CRO!