Optimisation is a fancy word that is used a lot in the digital marketing world. When it comes to websites, it’s often used in relation to conversion rates – that is the percentage of visitors who come to your site and complete a particular desired action (purchase a product, order an information pack, sign up to a newsletter, etc).
Conversion Rate Optimisation (CRO) is the process of increasing that conversion rate percentage by making changes to your website. This is particularly popular with those who subscribe to the marginal gains philosophy — that lots of small incremental improvements can add up to make a huge difference overall.
“The whole principle came from the idea that if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together.”
Sir Dave Brailsford, British cycling coach
CRO goes hand-in-hand with website analytics. In order for you to focus on CRO, you need to gather insights on how your website is performing. Google Analytics is the most popular service for doing this and will help you see the following data:
- Top-performing pages by traffic, bounce rate, conversion rate
- Audience demographics such as age, location, and gender
- Traffic sources – ie. where your visitors are coming from (Google, Email, Social)
Gathering these key insights will give you a clearer focus on where to optimise your website and find those small percentage gains.
For example, you might find you have a high-traffic page but the conversion rate is below average. You might find the reverse is true. In which case, what can you borrow from the page with a high conversion rate and apply elsewhere? These tweaks to the design and content across your site do not have to take time or cost money, but you’ll be able to quickly assess the impact through analytics.
|Tip: You can set up conversion goals in Google Analytics so every time a certain action is taken by a user a goal conversion is triggered. By keeping an eye on this count you can quickly tell you how well the website is performing against your goals.
We’ve picked out some tried and tested ways to improve your conversion rates and sales.