Conversion Creative

Conversion rate optimisation (CRO) is the process of increasing the number of website visitors who take a specific action – including signing up for a newsletter, becoming a customer, or submitting an enquiry form. CRO requires an understanding of how and why visitors use, navigate, and leave your site.

The conversation rate is the number of people that complete a desired action, divided by total site traffic. For instance, your company might define a conversion as anyone who signs up to receive an auto-insurance quote. If you get 100 requests for quotes and 500 unique visitors, your conversion rate is 20 percent.

If you can improve this conversion rate to 40% then you will get 200 quote requests from the same amount of traffic and make your marketing efforts a whole lot more profitable.

The key to CRO is figuring out ways to optimize your website. Knowing why people are leaving your site before converting can be as valuable as the conversions themselves. Optimisation can take several different forms, such as onsite surveys or A/B testing your landing page, which compares two versions of a design.

Your conversion rate refers to the number of people who visit your website and follow through on a call-to-action. This figure will depend on whether you are looking and macro- or micro-conversions, as well as your company’s goals. As a point of reference, the average company’s landing page has a 2.35 percent rate, while organisations in the top quartile land at an average of 5.31 percent.

The first way to optimize your conversion rate is via an analytic approach. This method requires quantitative data to track visitors’ behavior on your site. A starting point would be Google Analytics. These tools provide insights into customer demographics, device use, and reasons for abandonment, so you can find ways to correct such shortcomings.

The second way is to seek qualitative data. This entails going out and asking people for their feedback and experience. Some of the means of obtaining this information include onsite surveys, A/B testing (comparing response to two versions), and customer reviews.

You then make updates and improvements to the site based on this data and feedback, and over time improve the conversion rate of the site.

A conversion occurs when a visitor to your website follows through with a specific call-to-action from your marketing materials. The rate at which visitors perform the call-to-action is called the conversion rate. When a company enhances its website to improve this rate, it is called conversion-rate optimisation.

Conversions fall into one of two categories: micro and macro. Micro-conversions cover the incremental steps of the process, like placing an item in a cart or signing up for email blasts. Macro-conversions focus on big-picture objectives, like purchasing products or services or requesting a quote.

There are several ways to improve your conversion rate. Perhaps the most effective method is A/B testing, which shows consumers multiple forms of, say, a landing page, so you can identify what features work best. For instance, a company might learn through A/B testing that visitors are more likely to convert when the font is more than 10 points but smaller than 16 points.

A successful conversion rate will vary depending on your company and your goals. For instance, macro-conversions, such as buying a product, have lower rates than micro-conversions, like adding that product to the shopping cart. One universal rate that you can compare is the conversion rate from your landing pages.

The average landing page has a conversion rate of 2.35 percent. That percentage nearly doubles for companies in the top quartile, which have an average conversion rate of 5.31 percent. The gold standard, though, is companies in the top-10 percentile, who convert at a whopping 11.45 percent.

Generally speaking, if your landing page conversion rate is about 5 percent, you are in excellent shape. Of course, these results will depend on your industry. Consider this: The average e-commerce and legal landing-page conversion rates are 1.84 percent and 2.07 percent, while finance websites have a conversion rate of 5.01 percent.

We have many clients with conversion rates north of 20% from their landing pages, thanks to high quality conversion focused copy and design.

Data is the 21^st century version of oil. It is how companies understand their audiences and market their products and services more effectively. Conversion-rate optimisation (CRO) is a way of taking visitor and customer data and enhancing the overall user experience to increase revenue and conversions.

For starters, CRO provides increased returns on your investment because your company is acting on the customer insights you gained from previous conversions. By studying how people use your site, you can figure out ways to get more out of your conversion efforts.

Creating an optimised website will also increase the trust between consumers and your brand. Because your site presents a friendly user experience, users might be more inclined to sign up for a newsletter, buy your products, or share your social-media posts. Your website is like a salesperson. It is the first stop for interaction with your brand, so it’s essential that they get the professional and practical services they need.