When answering the questionÂ â€œWhat is conversion optimizationâ€,Â a definition is an excellent place to start.
Conversion optimization is defined as the method of creating an experience for an individual visiting a website with the goal of increasing the percentage of page visitors that convert into buyers, customers, or leads. It is often referred to as CRO, short for conversion rate optimization.
Does your website take action?
Conversion optimization is the art of creating a website layout that leads visitors to take the action that you want them to take. The reason that one would implement these tactics, is if said person desired people to interact with the site in a specific way. An example of this would be to lead people to sign up for an email list.
It’s All About Testing
When considering the question â€œwhat is conversion optimizationâ€ one must realize that to optimize their conversion rate they must find out why individuals do not convert, and then fill in the gaps. CRO requires a structured systematic approach when attempting to improve the conversion rates on your site. One must use insights, user feedback and analytics to track what individuals do on the site; Google analytics is an example of one of these tools. Crazy Egg is another one of our favorite testing tools. Your CRO strategy needs to work around your company websiteâ€™s own specific goals, and move the visitor in the direction you wish them to go.
In the introduction, we briefly definedÂ CRO as the methodÂ of using analytics and user feedback to improve the performance of your website. Hereâ€™s an even simpler definition: conversion rate optimization is finding why visitors arenâ€™t converting and fixing it.
So, what is the conversion optimization testing process all about?
A few important concepts regarding conversion rate optimization are the use of techniques such as calls to action, a/b split testing and multivariate testing.
- call to action: a statement that invites the visitor to take an action. An example would be â€œClick here to buy nowâ€.
- A/B split testing: the act of taking one page, measuring the conversion rate, and then comparing it to the analytics of how another page attempting to accomplish the same action is faring.
- Multivariate testing: the addition of more variables into your split test such as testing headings, images, and messaging.
If you are attempting to make the visitors to your site take some sort of action, then CRO is an important subject to look into.
What is conversion optimization? Longevity Graphics offers conversion optimization:
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