There’s a lot of time, energy, and money being spent in the online marketing world right now. Whether you use search engine optimization, social media marketing, display ads or paid search, the goal is always to drive traffic back to your company’s website. But for marketers under pressure to prove the ROI of their efforts, traffic just isn’t enough. Once visitors come to your site you need them to turn into leads, or even better, customers. All too often marketers focus on finding ways to increase traffic, while ignoring some of the simple steps they can take to increase conversions among existing site visitors. This is where conversion rate optimization comes in.
Conversion rate optimization (CRO) is exactly what it sounds like: the process of making improvements to your website in an effort in increase your conversion rate. CRO is grounded in data driven decision making; through careful site analysis and testing, you can determine the optimal mix of elements to maximize conversions. The benefits of CRO can add up fast. For instance, if you have 100 monthly visitors to your landing page and a 5% conversion rate, you end up with 5 leads. But if you’re able to boost your conversion rate up to 10%, you’ll now have 10 leads per month without needing to increase site traffic!
This guide will help you get the most out of your online marketing strategy by providing you with an introduction to CRO, as well as real-world examples, tools, and advice to help you optimize your own website.