Getting visitors to your site is only half the battle. Once the visitor arrives, the site should provide an experience that’s best suited its demographic and ultimately guide them through to the key goals and conversions on the site. Conversion Rate Optimisation (CRO) aims for incremental gains through testing to improve conversion rates and revenues generated from your site.
The art of CRO is to analyse prevailing visitor journeys and to identify choke points and abandonments (as well as successful journeys to checkout) and to ascertain why visits end as they do. This is done through a battery of tools such as heat-mapping, split testing and other diagnostic tests that track users. There’s also the element of learnt experience, such as knowing which colours of buttons perform the best and how layout on various devices affects conversion rates. CRO is an iterative process, where experimentation and feedback gradually lead to the optimum path for customers.
If you’re hitting your visitor targets but only a tiny percentage are converting, don’t just increase your ad spend – optimise the user experience and reap the rewards.