First we need to define what CRO is as it pertains to website design & development.
CRO or Conversion Rate Optimization is the process of systematically designing and developing a website that will convert more visitors into leads. The correct design and structure of your website can maximize your marketing dollars by generating more quality leads.
Conversion Rate Optimization is the process of analyzing multiple data points to determine what and where information should be placed within your homepage, internal pages and landing pages. Correct calls-to-action can positively impact your websites conversion ratio. These data points can include all or some of the following:
- Website Analytics
- Paid Search or Social Metrics
- Heat Maps
- User Feedback
- Defined KPI’s (Key Performance Indicators)
CRO is much easier when you are redesigning or refreshing your website. You have the majority of these data points to refer to and the website history that will allow you to increase your conversion and strategically place calls-to-action and define clear next steps.
When you’re designing a new website, CRO is more difficult. Often times you need to develop your website using best practices and your agencies ability to determine what will help conversion based on their experience. While this is a good starting point, you will to re-evaluate your website’s performance based on the data points listed above a number of months after your website goes live.
When you have correctly optimized your website either through a redesign or refresh, you’ll see an increased number of leads.
One key thing to remember is that CRO is not a one time thing, just as a SEO company continues to optimize your website for Google, you need to do the same on an ongoing basis to continue to maximize your leads.
If you’d like a complimentary review if your current website conversion strategies, contact us