{"id":2598,"date":"2019-06-27T00:32:50","date_gmt":"2019-06-27T00:32:50","guid":{"rendered":"http:\/\/owlsem.com\/?p=2598"},"modified":"2023-11-14T07:52:15","modified_gmt":"2023-11-14T15:52:15","slug":"conversion-rate-optimization","status":"publish","type":"post","link":"https:\/\/owlsem.com\/conversion-rate-optimization\/","title":{"rendered":"What is Conversion Rate Optimization (CRO)?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Conversion rate optimization or \u201cCRO\u201d is the strategic method of improving a website to encourage a higher percentage of visitors to take an ideal action when they visit the site. For example, a web page can be designed and set up in a way that makes it more likely for the visitor to subscribe to an email list, fill out a contact form, buy a product, or book a call.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CRO is all about first understanding how the average internet user moves around a website. What do they like to see? What do they find confusing or distasteful? How do they interact with the website? What actions are they likely to take first, or even last? What could be stopping them from completing the goal that you&#8211; the business owner or web designer or both&#8211; set out?\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Do Conversions Matter?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cConversion\u201d is a fancy word for when a potential client who visits your website completes the actual goal you want them to complete. Every site, page, and even the company has its own unique goals, both big and small.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Big conversions are things like (say, you\u2019re an e-commerce website) a visitor placing an order or a client booking you to vend for a special event.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Smaller conversions, called Micro-conversions, include someone subscribing to your email list, downloading your free e-book, or following your blog. Many micro-conversions end up leading to big conversions if done well!<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-large wp-image-2603 aligncenter\" src=\"http:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-1-1024x683.jpg\" alt=\"website on a laptop showing call to action\" width=\"1024\" height=\"683\" srcset=\"https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-1-1024x683.jpg 1024w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-1-300x200.jpg 300w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-1-768x512.jpg 768w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-1.jpg 1538w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If you still want to better understand what exactly conversions are:\u00a0<\/span><\/p>\n<p><strong>Macro-conversions:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Setting an appointment\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Purchasing something from your website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Scheduling a strategy call or quote<\/span><\/li>\n<\/ul>\n<p><strong>Micro-conversions:\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Creating a user account on your forum\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Signing up for your webinar\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Contacting you about a product on your page\u00a0<\/span><\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400;\">Why Do Rates Matter When it Comes to Conversions?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The actual conversion rate equals the number of times the visitors of your website takes action on your goal, divided by the overall site traffic you have total.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Knowing your conversion rates matter because it helps you see which parts of your site, offering, and service is actually being successful for your business. If you sell a service, you can figure out your conversion rate by dividing the number of appointments made by the number of site visits. From there, if the rate isn\u2019t ideal or bringing in an ROI, you can adjust and optimize accordingly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s helpful to remember that CRO is actually <\/span><i><span style=\"font-weight: 400;\">not <\/span><\/i><span style=\"font-weight: 400;\">the same thing as SEO (search engine optimization) or \u201cSEO conversion optimization\u201d. Things like this usually involve search engines, paid ads, organic <a href=\"http:\/\/owlsem.com\/contractor-business-marketing\/\">content marketing<\/a>, and keywords.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why Does Your Business Need CRO?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You should pay attention to CRO because it\u2019s important to your growth! First of all, gaining traffic to <a href=\"http:\/\/owlsem.com\/web-design-seo\/\">your website<\/a> can take a lot of hard work and cost a lot of money. Therefore, a better conversion rate means you will be getting a higher ROI (return on investment). This is a no brainer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, optimizing conversion rates can help your overall website at keeping your audience\u2019s attention. When things are simple, accessible, and you give visitors what they want, they are easily able to do more and take more action on your site.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-large wp-image-2602 aligncenter\" src=\"http:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-5-1024x683.jpg\" alt=\"man reading about conversion rates and marketing\" width=\"1024\" height=\"683\" srcset=\"https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-5-1024x683.jpg 1024w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-5-300x200.jpg 300w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-5-768x512.jpg 768w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-5.jpg 1538w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">CRO matters more than you know! It\u2019s especially crucial to gear your CRO towards the customers <\/span><i><span style=\"font-weight: 400;\">you desire, <\/span><\/i><span style=\"font-weight: 400;\">not a general range of customers who won\u2019t be loyal to your brand or company. Would you rather have 10,000 one-time customers who don\u2019t really care about you? Or 1,000 loyal customers who feel you truly improve their life? 1,000 returning customers who are hungry for your <a href=\"http:\/\/owlsem.com\/services\/\">product or service<\/a> is much more sustainable than even 1 Million snackers.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How Does CRO Actually Work?\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you know what CRO actually is, you might be wondering <\/span><i><span style=\"font-weight: 400;\">where do I start?\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Before you <\/span><i><span style=\"font-weight: 400;\">do <\/span><\/i><span style=\"font-weight: 400;\">get started on improving your CRO, you need to set out a list of priorities for your company. What projects are most important to you and your business? Prioritize which ones come first based on potential, importance, and ease (some call this the <\/span><a href=\"https:\/\/www.practicalecommerce.com\/Use-the-PIE-Method-to-Prioritize-Ecommerce-Tests\"><span style=\"font-weight: 400;\">PIE method<\/span><\/a><span style=\"font-weight: 400;\">).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For a more detailed and ever-helpful way of learning the PIE method, check out <\/span><a href=\"https:\/\/www.widerfunnel.com\/how-to-prioritize-conversion-rate-optimization-tests-using-pie\/\"><span style=\"font-weight: 400;\">this article by WiderFunnel<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you know the areas you\u2019re first going to improve, strategize <\/span><i><span style=\"font-weight: 400;\">how <\/span><\/i><span style=\"font-weight: 400;\">your company will do it. If that involves hiring someone to be in charge of CRO, do that. If that involves getting your former web developer involved and improving some things, there you go.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Steps for CRO<\/span><\/h2>\n<p><img decoding=\"async\" class=\"size-large wp-image-2600 aligncenter\" src=\"http:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-3-1024x683.jpg\" alt=\"woman jumping into action\" width=\"1024\" height=\"683\" srcset=\"https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-3-1024x683.jpg 1024w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-3-300x200.jpg 300w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-3-768x512.jpg 768w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-3.jpg 1538w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Step 1: Do Some Research to Find Problem Areas\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Many people assume if they simply copy what some other company is doing (and seems successful at it), then their conversion rates will automatically be optimized. However, this is not so! Each company has a unique identity, and therefore, a different \u201cmap\u201d or how site visitors will interact with said company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So first, do some research. What are the visitors of your site there for? What exactly are they doing? Look into <\/span><b>analytics<\/b><span style=\"font-weight: 400;\"> and data of how your site operates with users on it. <a href=\"http:\/\/owlsem.com\/about-pay-per-click-advertising\/\">Google Analytics<\/a> is one of the best ways to observe the tangible facts and records of your website\u2019s patterns.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Second, look at your pages and features. How do they dictate a user\u2019s behavior on your site? Behavior analysis tools can give you some insight onto unwanted or cluttered features on your web pages so you can simplify and readjust to improve CRO.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other things like surveys and site audits can give you key insights into what users on the internet like or dislike or expect on a website they want to buy from.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 2: Make an Educated Guess\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">After the research phase is done, you can form an educated guess on what can first and foremost improve. To increase conversions, what do your landing pages or web pages need first? With a conversion goal in place, you can explain what you learned from research and work your way up from there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What change needs to be made based on the data?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s your main goal for the biggest area of improvement for overall user experience?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What is the reason behind the specific change to reach a higher desired action?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other things like A\/B testing or split testing can be helpful at this stage. This is because <\/span><i><span style=\"font-weight: 400;\">as <\/span><\/i><span style=\"font-weight: 400;\">changes will be made, you\u2019ll be able to test out to end result of two different things and pick out which one worked best to use further in the future. (More on this later in this post!)<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-2604 aligncenter\" src=\"http:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-2-1024x683.jpg\" alt=\"graphs showing analytics\" width=\"1024\" height=\"683\" srcset=\"https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-2-1024x683.jpg 1024w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-2-300x200.jpg 300w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-2-768x512.jpg 768w, https:\/\/owlsem.com\/wp-content\/uploads\/2019\/06\/conversion-rate-optimization-2.jpg 1537w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Step 3: Plan Out the Order of Required Changes\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Find which exact pages on your site are not doing well at all. These are the pages that will need changes first in order to improve.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have a long list of pages, don\u2019t be overwhelmed! Simply narrow down those pages to the most important ones with the highest valuable traffic. This includes either paid traffic through ads, <a href=\"http:\/\/owlsem.com\/high-converting-landing-pages\/\">landing pages<\/a>, or product pages with higher-end calls to action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before optimizing away, remember not all pages are easily fixable or optimizable. Some pages can be more complicated than others, and others can seem simple but actually reqiure a lot of technical skill. For time\u2019s sake, we recommend taking on the \u201ceasier\u201d more important pages and working smoothly into the timely, more challenging pages.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Step 4: Testing and Retesting<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Now that things are changing to be better optimized on your website, it\u2019s time to run some tests to see into how&#8211; or if&#8211; they are actually improving CRO.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why is testing important now? It helps you understand the change and how that change is doing at giving new conversions. Split testing or A\/B testing is a way to compare two different web pages, accounts, or apps against each other so the better-performing one can be implemented for the benefit of the end goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Testing like this should have a specific run time that tracks performance, audience, data, and all that good stuff. At the end of each test, you will be able to see what is called \u201cstatistical significance\u201d. Numbers speak louder than opinion in this case, so you might be surprised at which testing format does better.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All these things are merely starting tools to increase your website traffic, form case studies and reach your CRO goals. In the online marketing world, measuring conversion is more important than ever and it\u2019s one piece of the PIE to get consistent clients and leads.\u00a0<\/span><\/p>\n<p>Need some guidance in improving your conversion rate optimization? <a href=\"http:\/\/owlsem.com\/contact\/\"><strong>Give us a call<\/strong><\/a> and we&#8217;ll discuss a list of ideas to help your biz!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conversion rate optimization or \u201cCRO\u201d is the strategic method of improving a website to encourage a higher percentage of visitors to take an ideal action when they visit the site. For example, a web page can be designed and set up in a way that makes it more likely for the visitor to subscribe to &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"https:\/\/owlsem.com\/conversion-rate-optimization\/\"> <span class=\"screen-reader-text\">What is Conversion Rate Optimization (CRO)?<\/span> Read More &raquo;<\/a><\/p>\n","protected":false},"author":1,"featured_media":2601,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[26],"tags":[20,23],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Conversion Rate Optimization (CRO)? - Owl Digital Services LLC<\/title>\n<meta name=\"description\" content=\"How can conversion rate optimization (CRO) help your business? 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