Intero Digital Guest Blog: Digital Marketing 101: What is Conversion Rate Optimization?

Conversion Rate Optimization, often shortened to CRO, is a term you are bound to bump into as you explore getting more sales or actions from clientele. In this installment of Digital Marketing 101, we will explore commonly asked questions such as “What is conversion optimization?”, “How does CRO work?” “Is CRO risky?” and more.

What is Conversion Rate Optimization (CRO)?

Conversion rate optimization refers to boosting the number of users who perform a desired action on your website. These actions include buying a service or product, signing up for a newsletter, clicking on a link, or filling out a form.

How Does CRO Work and What Are the Risks?

CRO is the process that optimizes the ability of your website, marketing campaign, or landing page to earn more desirable actions from customers and get more leads. There is little to no risk when implementing CRO correctly – bringing us to CRO benefits.

What Benefits Does CRO Have for Your Business?

• CRO increases user engagement by offering visitors a great experience when interacting with your campaign or website, ultimately leading to more conversions.
• You can expect better ROI as CRO allows you to get more customers without increasing your marketing budget.
• Interestingly, optimizing your conversation rates can also provide valuable insights into your most profitable customers and what they respond to positively (this gives you a good idea of what to offer them moving forward).
• Many conversions require that visitors trust your site because they have to hand over their details in exchange for services or content; CRO can build trust with customers and provide an overall positive impression on new visitors.
• CRO also gives you a competitive edge by making your site more welcoming to visitors and more user-friendly than sites without optimization.

What Elements of a Site Are Viable for CRO?

Since all sites are different, everyone’s approach to CRO won’t be identical. That being said, a framework of elements can help almost any website level up its CRO game.

A good start is to ensure that your website loads quickly. It has been verified that people will abandon a site and rarely return if the page’s loading speed makes them wait for more than two or three seconds. Also, implement a website design that is uncluttered and easy to navigate. Visitors exponentially prefer user-friendly sites and also linger longer. You can also use concise, compelling writing throughout the site to keep a visitor engaged.

Social proof is also essential. Customers who see testimonials, awards, or trust badges are more inclined to purchase. The latter process should be exceptionally streamlined to allow people to buy products quickly. Many customers abandon their baskets because there are too many steps or hurdles to checking out. But even the best checkout process doesn’t always work, and in this case, CRO involves retargeting customers who have abandoned their carts.

What Are Some Helpful CRO Tools?

There are many CRO tools to try: Google Analytics, Adobe Analytics, Hotjar, Crazy Egg, and Lucky Orange.

Choose Intero Digital

Marketing doesn’t have to be a chore. When you partner with Intero Digital, our experts become an extension of your team, and we share your priorities and vision. Using the best digital marketing solutions, we create a powerful strategy to boost your performance and exceed your digital marketing goals. Connect with Intero Digital today for more information.