CRO

What does CRO mean?

CRO (Conversion Rate Optimization) is a term for conversion optimization of a website. In other words, it is a term for ongoing optimisation to ensure that more visitors to the website take a valuable action. This could be buying a product, subscribing to a newsletter or downloading a brochure.

We've all visited websites we immediately think are doing great. They promote exciting content we are interested in reading and therefore have visited the website to read. Here sits the webshop owner clapping his hands because he thinks we'll end up making a purchase - but when it comes down to it, we end up shutting the site down.

It happens often, and as webshop-owner you sit with a long nose. What is the reason why the user does not end up with a purchase? In many cases, it's because the company has focused so much on external marketing that they've "forgotten" to optimise the user experience to convert.

Just because you've attracted a customer doesn't mean they're willing to throw money at your business or take a valuable action. In fact, only a small percentage of users who land on your website take the action you want, whether it's completing a transaction or signing up for a newsletter.

Similarly, it is of little value to us that you read this particular post. The value only arises at the moment you, for example, download our SEO book and thereby subscribe to our newsletter. We would therefore like to encourage you to do so 🙂

Example of a CRO optimisation process.

What it means to convert?

In the simplest way of explaining what it means to convert, it simply means when we change one thing into another. In marketing, conversion refers specifically to people performing a particular desired activity that furthers your business goals.

For example:

• Curious readers become eager subscribers to your newsletter
• People download the guide or e-book you have created
• Window shoppers become paying customers

Conversion is often considered the last step in what's called your sales funnel, but you may have several smaller conversions along the way as a user goes from being a curious reader to signing up to receive your newsletter.

However, not every action a user takes represents a conversion.

Conversion is not:

• People who click through from search engine or social media to your site
• People clicking around your site

While both are desirable actions, neither behavior indicates that a user is moving closer to subscribing or buying something from you.

Signs that you need to focus on CRO

• You get lots of traffic, which you obviously think is good. However, you are experiencing low and maybe even declining conversions. In other words, users are finding you. Your Google Analytics dashboard looks great. Yet sales are very slow. This indicates that something is going wrong in your funnel just before conversion and you need to fix it. High traffic = low conversions is a clear indication.
• You can't identify where people fall out of sales straps. You find that people don't fill in all the information in your sign-up window, people leave their baskets, etc. But you can't see any pattern to it all. This indicates a lack of analytical tools and possibly a lack of understanding of the customer journey. This is where you may need outside help. "But I can't afford that, I'm not selling enough" you may think, but the fact is that you actually can't afford not to.
• Consumer Psychology is a new concept for you. Most of marketing depends on your understanding of consumer behavior. You can't sell to people you don't understand. If this is the case, you should take courses or get outside help to learn how to understand consumer behaviour.
• Your website is outdated. Back in 2010, you invested a significant amount of money in your website, and may still think it looks great. Unfortunately, it's just not good enough anymore, because it's (maybe) not responsive! Just back in 2014 mobile-optimized design still considered groundbreaking. By 2020, around 67% of the world will access the internet via a mobile device... And they won't waste their time on your website if it's not responsive.
• You have just updated your website or are in the process of optimising it. Be sure to include someone on your development team who knows CRO, and start with a high converting web presence.
• Customers complain. They may not complain to you, but they still complain. If you've recently come across a trustpilot review that talks about how hard it is to do something on your website, it's definitely time to get optimized.

Frequently asked questions