Conversion Rate Optimization is an ongoing marketing process that improves the effectiveness of a website by optimizing its features to encourage customer engagement. By remodeling the functionality of the site, businesses often increase the likelihood of a web visitor becoming a paying customer. Conversion Rate Optimization incorporates many best practices that have proven to work for a number of relevant and competing websites.
The most powerful Conversion factors that influence the sales process involve web design, content, and site structure. These factors can work together to articulate and/or visualize a clear message that resonates with customers. For example, by redesigning the landing page a business is using for an Adwords campaign, and focusing on a specific benefit that customers love, you can directly impact the bottom line.
By focusing on CRO, you can get the most out of your current website traffic to increase sales without having to increase your ad budget. The danger with most online marketing campaigns is that they focus too heavily on tactics like PPC or Social Media and vanity metrics like rankings, impressions, clicks, and shares. Sticking too heavily to “tactics”, you may end up losing sight of the ultimate goal: the growth and prosperity of your business. Take a step back, look at what your current online campaign is costing you and what you would consider success to be for your company.
From that point, work backwards to determine what your cost per acquisition will be to meet those goals, what is the conversion rate you need, what is the time on site you need to hit that conversion rate and so on and so forth. If you can take your current visitors that may be converting at 1 percent and double that to 2 percent; you have made online marketing a profitable endeavor. That is the lifeblood of a business.