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If your current website isn’t performing, you don’t necessarily need a new one. Find out how Conversion Rate Optimisation (CRO) could help you get a lot more out of your existing site through increasing the percentage of visitors who take a desired action such as buying, booking or signing up.
This is episode 13 of Jargon Busted, a series our COO Helen demystifies common website terms in just 2 minutes. Our company, Six Two, specialises in web design in Ashford Kent.
Hello, welcome to Jargon Busted. In the next two minutes I’ll explain what a website term really means. Today I’ll be talking about conversion rate optimisation.
Conversion rate optimisation, or CRO for short, is an iterative process where you increase the percentage of visitors who take a desired action on your site, such as buying, booking or signing up.
Your conversion rate is the number of visitors who complete this action divided by the total users. For example, if 2 people out of every 100 buy something, your conversion rate is 2%. Naturally, you want your conversion rate to be as high as possible.
Let’s say you have an e-commerce site. Your average sale is £90 and you get 2,000 visitors a month. If you increase your conversion rate from 2 to 4%, that’s an extra £3,600 each month.
So, what does CRO involve?
Well, it’s an analytical process where you review your data to understand the steps users take throughout your site and evaluate what may be stopping them from converting. You measure your current conversion rate, then make changes you believe should improve it, tweaking the design, messages or images.
You then measure again to see how your conversion rate has changed. You may run split or AB tests where 50% of your visitors
see one version of the page and 50% another, and you measure which one performs better.
Crucially, it should always be based on evidence: analytics, data, user testing and surveys, not personal opinion or what your competitor may or may not be doing. CRO is great when run alongside SEO or PPC (links below) because you get way more bang for your buck: increased traffic and increased conversion rates is a match made in heaven.
I’m Helen from Six Two. Subscribe on YouTube, follow Six Two on LinkedIn for next week’s episode.
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