Conversion rate optimization or CRO is the practice of raising your conversion rate by compelling visitors to your site to take specific actions like buying a product, downloading a PDF, or subscribing to a newsletter.
Although CRO is often used to make small, incremental improvements, its broader purpose is to optimize your entire marketing process—to make everything work smoothly. And the more optimized your marketing, the higher your conversion rate.
CRO ja SEO pole üks ja see sama
CRO and SEO (search engine optimization) are slightly connected but essentially very different strategies. The distinction is that CRO is concerned with how humans experience your website, SEO is only concerned with how machines, algorithms, and Google bots interact with it.
CRO and SEO focus on different stages of your sales funnel. Optimization for search engines happens earlier in the funnel—getting visitors to click through to your store. CRO takes it from there—visitors are here, now let’s convert them to clickers, shoppers, scrollers, and subscribers.
CRO and SEO do interlap at times. For example, if you optimize your blog copy for specific keywords, you simultaneously improve its readability and clarity for human readers, too. Streamlining your website architecture is another example of CRO and SEO working together.
Neli CRO põhimõtet
To achieve the best conversion rates, entrepreneurs and marketers stick to four basic CRO principles.
1. Have a Clear Value Proposition
Customers take the next step in your sales funnel when they understand what sets you apart from the competition. If your value prop is your price, increase the font size and bold that price tag. If it’s the quality of your service, devote an entire section of your homepage to laying out your case. Customers will compare you to other businesses, and they’ll convert more when they understand the advantages you bring.
2. Incentivize Your Customers to Act
Half-priced sales, 30-day trials, and free downloads increase conversions because they incentivize shoppers to act. But there’s way more to customer motivation than just giving away free stuff.
Money-back guarantees and social proof also move customers to convert. The quality of your “About Us” page and FAQ page can determine whether a visitor clicks through to your product pages or bounces. Well-composed product photos entice customers to buy. Even the quality and usability of your blog articles incentivize customers to share your content and return for more.
3. Lower Barriers to Conversion
Customers need incentives to act, but if there are obstacles in their way, all the giveaways in the world won’t make up for it. Remove anything that gets in the way of any conversion you’ve set up. Barriers can include things like:
- High prices
- Slow page-load times
- Forcing customers to register
- Hard-to-find “Buy Now” button
- Confusing product descriptions
- Having no product images
- Off-site checkout
These are just a few of the biggest barriers to online purchase. Remove them and your incentives will work more effectively.
4. Make the Customer Feel Safe
Like a deer in the headlights, customers who feel unsafe about your brand or your process are hesitant to act—no matter how big the incentive or low the barrier. Many things affect a customer’s comfort level, from your home page’s color design to the payment gateway you use.
Some marketing strategies come with a tinge of distrust already attached to them. For example, pop-up ads on your homepage are effective at getting people to convert to subscribers. But they also carry a stigma because they’re used by cyber thieves to steal information. Plus, they’re annoying.
Weigh the costs and benefits of every part of your marketing plan and never sacrifice customer trust for an easy conversion.