There are many different steps digital marketers can take to create a website that drives browsers to perform an action. Whether it is inquiring about a service, completing a web form, making a purchase, or subscribing to an email newsletter, a visit to a brand’s website can be converted to an action or goal. To succeed as a digital marketer, it is important to understand the basics of Conversion Rate Optimization (CRO) and how it can benefit businesses. Check out our crash course in CRO marketing below!
Conversion Rate Optimization is the systematic process of enhancing your website and content to boost the percentage of visitors to your company site who take a desired action. This desired action or goal can look different for every business. For example, if a brand’s website is used to sell products, the primary goal is to have existing site visitors make purchases. This is where the conversion rate comes in. CRO is calculated by dividing the number of new leads generated by website traffic, and multiplying that number by 100 (Leads Generated ÷ Website Traffic x 100 = Conversion Rate %). The higher the conversion rate is, the better. The main goal of optimization is to drive the traffic you already have towards your desired goal. Once this is set, you must determine where you get your data. For site metrics, this might be Google Analytics, and for payment data you may look at PayPal. The key to CRO success is to use the relevant data you’ve gathered and develop effective campaigns
CRO vs. SEO
Pairing CRO up with Search Engine Optimization (SEO) can actually pack the greatest punch in your digital marketing efforts. However, there is a major difference between the two. SEO steers users to your site and focuses on who clicks through to your site from organic search results, how many clicks you get, and which keywords are driving traffic, whereas CRO focuses on ensuring that users complete a specific action once they’re there. When you’re spending money on SEO and paying for analytics software, good conversion rates prove that you are seeing results from existing visitors.
How Important is CRO for Your Brand?
Marketing strategies lean toward driving traffic to brand websites in the hopes that it converts to qualified leads and a higher Return on Investment (ROI) for a business. However, conversion rates don’t have to equate sales – and the data you gather helps you develop other insights to improve your business. There are many reasons why CRO is beneficial to your business, including:
- Greater customer retention and repeat business
- Improved brand visibility
- Better understanding of your leads, prospects and customers
- Identifying pitfalls of your website and potential improvements
- Recognizing better ways to guide website visitors towards their goal
Practicing CRO in digital marketing is key, as it allows for quick and inexpensive changes that create easily measurable results. Marketing with this method is an ongoing process, and there is always room for improvement. The opportunities to test everything can make a big difference to the bottom line, and lead to more effective digital marketing strategies overall.