What is Conversion Rate Optimisation (CRO)?
Conversion Rate Optimisation (CRO) refers to the process of increasing the percentage of conversions across your digital platforms (e.g. web, app, social) without needing to increase traffic. Conversion Rate Optimisation is typically an iterative process that involves testing hypotheses with A/B and multivariate testing.
How can CRO be measured?
Conversion Rate is typically measured as the number of conversions divided by the number of visitors on a given month.
Conversions Generated / Website Traffic x 100 = Conversion Rate %
A conversion is determined by the type of business but examples include: orders, form fills, downloads (e.g. apps), demos.
Taking eCommerce as an example, if a retailer receives 10,000 visits a month and 5% convert into orders, they receive 500 orders. By optimising the conversion rate to 10%, you’d double your orders with the same number of visits.
|Monthly Site Traffic||10,000||10,000||10,000|
Why is Conversion Rate Optimisation (CRO) important?
Conversion Rate Optimisation is important for several reasons:
- Customer Acquisition Costs are lower
- Advertising ROI increases therefore allowing you to lower ad spend or redivert it into your highest ROI channels
- Improved User Experience (UX) directly correlates to improved brand sentiment
- A higher revenue per visitor is often seen in correlation to a higher Conversion Rate
- Businesses see faster growth as it takes less visits to achieve the same revenue following optimisations
How to optimise your Conversion Rate
Once you have clearly identified the key conversion(s) for your business, the next step in the conversion rate optimisation process is to identify a CRO roadmap.
A useful starting point is to map hypotheses you may have against an Ease Impact Matrix. This will help you identify which hypotheses will be the easiest to undertake and will deliver the largest impact for your business. The ‘ease’ is unique to each organisation as it depends on internal structures, technology being used, back-end infrastructure – to name a few.
Examples of areas commonly optimised include:
- Call to Action (CTA) placement, colour and copy
- Headline tests
- Form field quantity (e.g. reduce steps), layout
- With and without social proof [link to main product page]
- Exit overlays
- Adding interactive elements (e.g. video)
- Social logins
- Proof Points
- Product descriptions
- Payment options
- Upselling versus cross-selling
The list can feel endless which is why mapping out hypotheses using the Ease Impact Matrix can help you identify where to start first before moving on to the next hypothesis. Example strategies to improve your conversion rate can be found on our recent blog.
CRO metrics will vary depending on the type of business you’re in and what your goals are.
Below are some example conversion points by industry:
|eCommerce||Purchases, add-to-basket, shopping basket completion rate, newsletter sign ups, loyalty programme sign ups, custom order enquiries, net new customers|
|Travel||Bookings made, add-ons (ancillaries) purchased (e.g. insurance, car-hire etc)|
|B2B||Leads generated, demos booked, phone calls (excluding noise calls)|
|Entertainment||Subscriptions, add-ons (e.g. in-app purchases)|
CRO Metrics should not be viewed in isolation. You may increase conversion rates but it is for a very low value item. Therefore, CRO metrics should be looked at in combination with other metrics such as:
- Total Conversions
- Revenue per conversion
Taggstar’s Social Proof Messaging solutions presents real-time shopper behaviour that statistically and scientifically increase online conversion rates and AOVs whilst simultaneously reducing cart abandonment rates.