Conversion Rate Optimization Explained

Conversion Rate Optimization

Conversion Rate Optimisation Explained

Conversion rate optimization (CRO) is a technique internet marketers use to try and improve the conversion rate of their sites (or individual landing pages). The process should never be confused with traffic generation because conversion rate optimization is not about increasing the number of site visitors; it’s about reducing visitor bounce rates and making better—more profitable—use of existing site visitors.

You may require the

We discuss how to improve eCommerce Conversion rates in more detail in another article.

In the case of a product sales page for yellow extendable widgets, for example, it stands to reason the majority of page visitors will probably have landed there because they are searching for a yellow extendable widget supplier. If the page is returning little or no sales it indicates a problem with the page.

Reasons, why webpages may have a low (or no) conversion rate, include:

  • Slow load time (visitors get sick of waiting and close the page)
  • Amateurish looking site/page
  • Poorly worded, unconvincing content that fails to sell the benefits of the product or service
  • Poor site navigation
  • Omission of/error in affiliate code (in links)
  • Technical problems with shopping cart software/sign-up form, etc.

That’s just a few of the common offenders. There are many more reasons why pages may fail to convince visitors to perform the desired action.

Conversion rate optimization is about finding the source of the problem so that it can be rectified.


An Important Conversion Rate Optimization Tool

One very important tool is necessary before conversion rate optimization techniques can be utilized—tracking.

There are other ways that webmasters/internet marketers can track site/page activity, but the most effective way is to use Google Analytics. It’s free to use and rich in features that can are very useful for conversion rate optimization purposes, some of which have been designed specifically for that reason.

Most webmasters will probably already have Google Analytics installed on their site(s), but for those who don’t, there’s more information on Google Analytics here.

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About Author

Donal O'Sullivan

Donal O'Sullivan

Donal O’Sullivan is a commercially focused Digital Marketer with 10+ years experience helping B2C & B2B clients. Donal has worked with many small to large enterprises locally and internationally and has a proven track record of driving revenue gains and brand awareness through integrated campaigns both Online & ATL. In his previous role Donal worked for AXA Insurance, Ireland’s leading Insurance company. He was responsible for the strategic and day-to-day management of the AXA brand for business generation in their online channels. Donal lives and breathes digital and will help you identify real opportunities by concentrating on data driven analysis to guide commercially focused marketing and optimisation decisions across:      Acquisition, Conversion & Retention

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