The Importance of Conversion Optimization in Digital Marketing
Conversion Rate Optimization (CRO) is somewhat of a mythical concept for many online marketers to wrap their heads around. Many know the importance of conversion for their business. However, they lack an understanding of the work required in this field.
CRO strategies often lose out to other tactics employed by6 marketers, like PPC and social media marketing. However, optimizing your site to enhance your conversion rate pays off huge dividends, and it’s relatively easy to manage the process.
Let’s unpack everything you need to know about CRO.
What is Conversion Rate Optimization?
Your conversion rate describes the percentage of traffic visiting your site that takes you up on your offer. Some examples of conversion are the following.
- Product purchases.
- New sign-ups to your newsletter.
- Software subscriptions.
- The hiring of services.
- E-book downloads.
- Completion of contact forms.
- Responses to surveys.
When people land on your site, it’s the marketer’s job to provide the visitor with compelling content and a functional website that engages their attention.
When you hone and refine the elements of your site, you’ll find that you have more prospects taking you up on your offers.
Analyze and Implement CRO Improvements
To improve your conversion rate, you need to start with an impartial and unbiased review of your website. We’re not just focusing on the content with this exercise. We also need to evaluate site functionality like broken links, duplicate pages, loading times, and image compression.
However, your content is important, and you’ll need to check on the quality and placement of your CTAs to ensure they are creating the biggest impact possible with the prospect. Tools like site heat maps can show you where your prospects are bouncing from the page and where they focus their attention.
Use Google Analytics to review and analyze your traffic metrics and conversions. Look at the following three metrics, and implement strategies to improve these areas of your site.
- Traffic sources from your target market.
- Returning visitor conversions.
- Interactions per website visit.
Tracking the traffic from your target market and the sources is the most important metric to follow. By narrowing your focus to a single data set, you’ll separate prospect traffic from your overall visitors.
CRO and the Future of Your Business
By optimizing your website, you improve CRO, leading to more sales for your business. Taking the time to complete CRO strategies like reducing your bounce rate and shopping cart abandonment and increasing your CTA clickthroughs, you’ll start seeing growth in your qualified traffic, conversions, and profits.
If your business needs to focus on conversions give us a shout here at Faceless Digital