What is Conversion Rate Optimization (CRO) ?
Conversion rate optimization (CRO) is an approach to increasing the percentage of users who take a specific action in a certain digital context.
Those users can be website visitors, app users, email readers, or online customers.
The desired action depends entirely on the context — it can be an email list opt-in, a product purchase, or simply a click-through.
The conversion rate is a percentage, derived from the total amount of traffic versus the number of conversions.
CRO aims to improve this rate as much as possible, via analysis and A/B split-testing.
Factors that can affect and improve conversion rates include:
- Sales copy
- Graphics and design
- Placement of calls-to-action
- Multimedia content or lack thereof
- Form placement
- Testimonials
- Content consistency with previous steps in the funnel
These are just a few of the many testable elements that can impact conversion rates.
There is no one-size-fits-all method for improving CRO.
However, two approaches have been gaining traction in recent years:
- The analytical approach
- The audience-based approach
The first method seeks to understand the data behind behavior. Tests and optimization focus on split-testing the conversion point itself — experimenting with elements such as sales copy, graphics, button design, and so forth.
The second method begins with a detailed exploration of the target audience. After performing user research, testing, and profiling, a message is crafted based on that information. That information is then used as a lens when performing data-driven tests.
Regardless of the approach taken, CRO is a critical function for any digital funnel, whether it be sales funnel, product funnel, or customer journey.
