What is conversion rate optimisation, and why does your business need it?

Driving traffic to websites is the primary function of the majority of online marketing these days. The ultimate goal is to convert that traffic to sales. Conversion rate optimisation is an essential part of the progress, but before you can implement it, you need to know what it is.

So, what is conversion rate optimisation?

CRO centres around encouraging visitors to take a certain action when they visit your website. It can be done in a number of different ways but is primarily achieved through the design and modification of specific elements of the web page.

The ultimate goal of any eCommerce or retail website is to convert traffic into sales. Every page is an opportunity to encourage a sale. The home page, pricing page, the blog, landing page, product listings – each of these pages stand to benefit from CRO.

Conversion rate optimisation is different depending on the page it’s applied to. But, broadly speaking, the main goal is to encourage users to engage with your website by providing them with genuine value. Making your website easy to navigate, your prices affordable, and your products in line with your customers’ requirements are all key to consistent CRO.

Why does your business need it?

The answer is simple – a business that invests in CRO benefits from more conversions, which ultimately translates to a higher volume of sales.

You can invest a great deal of time and money driving traffic to your website through a number of different means. The effort, however, is impotent if all those visitors are simply going to browse and then leave without taking any action.

Encouraging users to interact with your online sales platform has several beneficial results, not only your increased scope for profit. You also build your brand with every sale you make and every order that you fulfil. The more loyal customers you cultivate, the stronger your business will grow over time.

All online retailers and eCommerce platforms stand to benefit from implementing conversion rate optimisation strategies.

Learn more about CRO today by getting in contact with the online marketing specialists at Epic New Media.