CRO comes up a lot when we talk about Digital Marketing, but what is it? What does it mean, and why is it important?
Let’s first define CRO. What is Conversion Rate Optimization? The technical definition of CRO is best summed up by saying:
The systematic process of using test and learn techniques to identify which aspects help to improve website performance by encouraging more users to take a specific desired action. – The Internet
Ok, that is a good place to start but if you really need to understand this term and use it to your advantage when you encounter it in the “wild” we are going to need to do a deeper dive. Digital Marketing has a lot of jargon to navigate and it can mean different things depending on where it is being used and what your goals are. For example CRO may mean different things to an SEO (Search engine Optimizer) than it does to an SMM (Social Media Manager) and something else entirely to a website developer, app developer, or a traditional marketer. For our purposes in this article page, we are going to take the 10,000-foot view and focus on the general digital media perspective. If this leaves you with any questions please don’t hesitate to ask! We love to respond with more specific follow-up content that may be helpful to you.
Ok, so back to “CRO” What is it? Why is it important and how can I use it to best serve my digital marketing or website management needs?
Why do we talk about CRO and use it in Digital Marketing?
The process of optimizing your site or landing page experience based on website visitor behavior to help improve the site is the central definition of Conversion Rate Optimization. The conversion rate is the percentage of users who take a desired action. Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action. Some popular methods for doing this include: Adding or removing a pop-up to your site. Remove unnecessary form fields. Add testimonials, reviews, and logos. Remove distractions. Make the initial step really easy. Add a third-party signup service. Strengthen your CTA copy. Add live chat to your site.
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