What is conversion rate optimisation?
Conversion rate optimisation (CRO) is the art and science of turning more leads into clients by refining the steps in a process.
What is a conversion?
A conversion is anything the client wants the lead to do. Common examples of conversions you might optimise for include:
Buying somethingMaking an enquiryViewing a particular page on a website
However any conversion you can measure can be optimised. And it’s important to do that measurement, if you want to generate sales leads.
How does CRO work?
An expert in conversion rate optimisiation will look at every step in the process from first contact with the lead to the point at which a conversion could occur.
The CRO specialist will take data at every point, measuring what percentage of leads make it to each point in the process.
Small improvements in the number of people making it through each stage can add up to significant improvements in the overall conversion rate.
The work of optimising conversions involves forming a hypothesis as to what is causing people to drop out at every stage then creating an alternative.
At the top of the funnel, a new Facebook ad might bring more people into the funnel. At the bottom of the funnel, a change to the shopping cart might lead more people to complete their purchase.
The art of CRO is forming those hypotheses and coming up with new creative — designs, copywriting and offers — to test.
The science of conversion optimisation is the analysis of the data to determine what’s working better.
Conversion rate optimisation frequently involves making changes to design and the copywriting on landing pages.
What is the 80/20 of conversion rate optimisation?
Because of the requirement for data to inform decisions, CRO can only be done at its most scientific where there is sufficient data. For websites, that usually means a minimum of thousands of impressions.
You can, however, perform conversion optimisation without masses of data, but you are turning up the dial on the “art” side of the science and art of CRO.
You might, for instance, ask for an expert opinion on your landing page because your landing page copywriting is the 20% of your conversion process that will give you 80% of the opportunity for improvement.
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