Marketers tend to spend most of their time, money and resources driving clicks and traffic to their websites, thinking it’s the endgame. But here’s the thing: Generating interest is just the initial phase of search engine optimization (SEO) and digital marketing. The real challenge is converting those clicks and traffic into profits. This is where conversion rate optimization comes in.
What is CRO and how does it impact your business marketing efforts? Conversion rate optimization, also known as CRO or conversion optimization, is the systematic process of testing and optimizing your website elements, including call to action (CTA) buttons, content and website design, to increase the percentage of site visitors who complete the desired goal.
What is conversion optimization and what does it mean? In defining this concept, marketers often use purchases as a measure of success. CRO goals and metrics, however, differ per brand. Depending on your marketing needs and objectives, there are multiple CRO goals you can set for your business, including:
- Sales
- Social media shares
- Form submissions
- App installations
- CTA button clicks
- Newsletter sign-ups
What is conversion rate optimization if you’re not mastering best practices to make your CRO marketing goals actionable and measurable? Decide what you want to achieve with your CRO website, understand your audience demands and launch growth-driven conversion marketing campaigns to compel more people to take your desired action.
Additionally, as you focus on improving conversion rates, it is imperative that you dig through various CRO metrics that impact your optimization efforts and CRO results.
CRO metrics include:
- Bounce Rate
- Entrance
- CTR
- Pages/Session
- Page Load Time
- Total Traffic
- Leads Generated
- Exit Rate
- CPC
