Conversion Rate Optimization
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If you’re in the online marketing industry, you’ve probably heard of the phrase ‘Conversion Rate Optimization’
(CRO), but what does it really mean?
In this article, we’ll discuss a clearly defined process for Conversion Rate Optimization, and the checklists to
print and check off as you move along.
Conversion Rate Optimization is a term used in internet marketing to refer to the technique of creating an
experience for a website visitor whose main objective is to elevate the percentage of visitors who convert into
Simply put, it involves persuasive ways of getting your website visitors to take some action that will benefit
you, such as making a purchase.
Another way to look at Conversion Rate Optimization is as the process of discovering why visitors are not
converting and then fixing it. On the face of it, it may seem obvious but a lot of people ignore it and as a result
leave a ton of money on the table.
Why Conversion Rate Optimization matters
Starting with the obvious one, when you increase your conversion rate, it means you’re making more money,
especially when you’re focused on conversion rate that is directly associated with revenue.
When your revenue increases, it also means that your advertising spend will shoot up. In any case, when your
conversion rate increases, then affiliate marketing,
PPC, and other forms of advertising will become more profitable. This leads to a bigger market share because the
more your conversion rate shoots up, the more traffic you can purchase and the more customers you get, your repeat
business will also increase. All this is set off by increased conversion rate.
Conversion Rate Optimization – Step-by-step
1. Research and Analysis
Be the customer – This step is extremely important and sadly, one that many people
ignore. Buy a product or service that you’re selling and take snapshots of yourself going through the buying
Understanding what you’re selling is the first step towards boosting sales. Use the product or service as a
customer would and even demonstrate to others like a sales person would.
Create funnels in Goggle Analytics – When you properly setup goals and
funnels in Google Analytics, you’ll be able to discover where you’re losing traffic and where the most viable
You can also use other analytics tools to see your website’s activity. Crazy Egg is good for generating heatmaps
on your clicks where you’ll be able to see the most clicked areas on your site. And while Google Analytics has
heatmaps too, Crazy Egg is simply unmatched in that area. You might also want to look at ClickTale.
Perform five usability tests – There’s no excuse for not doing a usability test given
the number of cheap usability testing services around. Sites like whatuserdo.com (UK) and usertesting.com (US and
UK) allow for a 15-minute usability test for only $40.
Survey your customers – By this stage, you should have a pretty clear picture why
visitors are not converting. Are they objections (won’t buy) or just usability problems (can’t buy)?
Surveys can help you get more data on this. Tools like SurveyMonkey and Kampyle can help you collect feedback
directly on your site.
Make a list of all issues objections – Make a list of all usability issues and
objections in a spreadsheet. Highlight the issues that appear more frequently or the ones you think have a bigger
Think of solutions to overcome them – Brainstorm possible solutions for the highlighted
issues and include them in the second columns on your spreadsheet.
Search for hidden opportunities – When it comes to solutions, it is very important to be
3. Development and testing
Now you can start developing the variations. To get bigger wins faster, be scientific in your testing. Take
screenshots of each variation. Remember your analytics during testing. Set up Google Website Optimizer and Crazy
Egg, among other tools.
4. Review and expand
Log the results and the screenshots. This will help you identify what works and what doesn’t. make an analysis
of the results and go with it if you got a win, else, redevelop.
Conversion Rate Optimization | Increase
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Website Conversion Rates | Improve Conversion Rates