Turn Your Website into a Real Asset – Conversion Rate OptimizationPosted: November 8, 2010 in: Blog, CRO
Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action. CRO uses a wide variety of techniques, including persuasive copy-writing and credibility-based web design, to convert prospects into buyers.
By planning, designing, and optimizing your website to persuade, you can ensure that it will act as a more efficient sales tool. You can compare a conversion-optimized website to a successful (but commission-and salary-free) digital sales person who works for you 24/7, 365 days a year, qualifying leads, building rapport, and even closing sales.
With margins falling and advertising costs rising, a high-performing website has become essential for online success. CRO helps you to meet the following business goals:
- An increase in sales, revenues, and profits
- The generation of more leads for your sales team
- Boosting “opt-ins” to build your email list
- Reduction of customer acquisition costs
- More page views for advertising
- Engagement of more users
- A permanent improvement to conversion rates
CRO uses proven persuasive techniques to encourage site visitors to act because they have experienced your polished site design, compelling copy, unique selling proposition (USP), and irresistible calls to action. With increased sales, more leads, and higher engagement, what’s not to like about CRO? Yet despite these advantages, we’ve found that CRO is usually the last step taken in optimizing websites. Most website owners focus on getting more traffic to boost online sales. But paying to advertise an underperforming website is throwing good money after bad.
CRO, on the other hand, makes your website work harder for you by producing more sales now from your existing website traffic. Its goal is to make every site visit count. However, to maximize your success you need to focus on conversion quality for the life of your site. The savviest optimizers don’t stop after their initial success. They continuously tweak their sites to maximize their return on investment (ROI).
Source King, A.B (2008) Website Optimization, O’Rielly