Conversion rate optimisation (CRO) is about turning more of your website visitors into paying customers. It is one of the most effective ways to earn more from your online business.

Every visitor goes through a ‘journey’ before deciding to buy. If someone moves from your homepage to paying for an order, that is a successful conversion: they went from exploring your site to buying from you.

Often, though, parts of a website put people off, such as unclear wording, distracting graphics or pushy sales copy. When visitors run into these, they tend to leave, and you lose potential sales.

This is where conversion rate optimisation helps. Your business metrics and key performance indicators (KPIs) show which approach will work best.

Getting more from the traffic you already have

CRO focuses on the visitors your site already gets, with the aim of turning more of them into paying customers. Changes are usually made to increase engagement and interest in your business.

Common CRO techniques include:

Call to Action (CTA)

Calls to action are short phrases that tell people what to do next, such as:

  • Sign up for our newsletter
  • Chat with us now
  • Pick a plan that works best for you
  • Buy now

Calls to action work because they make things easier for visitors. Instead of working out what to do next, they simply follow your clear instructions.

Conversion Funnel

A conversion funnel maps the journey a customer takes before buying. Once you know your funnel, you can see which pages have the most influence on whether people buy.

It can be as simple as: Home page → Products page → Checkout

A/B Testing

This method is also known as split testing. You create two versions of a page element and measure which one produces more conversions. The version with the higher conversion rate wins.

Multivariate Testing

Multivariate testing compares several combinations of page elements at once. It works like A/B testing but measures more elements, to find the combination that produces the highest conversion rate. Tools such as Google Analytics help you collect the data you need from these tests.

 

At Gabaon I.T. Services, we help you turn more of your website visitors into paying customers, so your online business makes more sales.

Contact us today for a consultation.