Conversion Rate Optimization (CRO)Improve Conversion Rates and Increase Conversions
What is CRO and How Does it Help?
Conversion rate optimization (CRO) consists of iterative testing and data analysis geared towards better understanding how users interact with your website in order to increase conversion rates and ultimately conversions. With respect to internet marketing and business in general, converting your current audience at a higher rate is often a cost-effective alternative to acquiring a new audience. By strategically testing and measuring the impact of things such as different page layouts, button colors, messaging and just about anything else that a user sees when arriving at your site, CRO enables businesses to identify what resonates best with their audience, and improve user experience in a way that positively affects conversion rates.
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One of the most basic yet effective tactics for CRO campaigns is A/B testing. Specifically, this is when two versions or variations of a webpage are tested against each another in a controlled testing environment. The primary goal of these experiments is to determine whether one iteration of the page performs better than the other. What’s more, A/B testing is an extremely efficient method for determining the most effective version or variation of any particular element(s) on a webpage or website.
Multivariate testing takes A/B testing a step further. Using this method, we are able to test the performance of more than just a single element (commonly called variables) on a webpage or website. Moreover, multiple tests can be run simultaneously. The most significant advantage of multivariate testing is that it allows you to understand how multiple elements of a page (or even a website as a whole) interact with each other and the implications with respect to both user experience and conversions.
Heat-map analytics allows you to see exactly where users are clicking on a particular webpage. In combination with A/B and multivariate testing methods, the power of heat-map analysis plays a powerful role for more complex CRO campaigns. By understanding where users click (and where they don’t), we can better understand user behavior and optimize accordingly in order to develop the best possible variation of a page and increase conversions.
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