While SEO is important for increasing website traffic, it is only the beginning of digital marketing. When visitors arrive, conversion rate optimization (CRO) is the real deal. CRO is the process of improving a website’s effectiveness to increase the number of visitors who take the desired actions. The goal is to maximise the percentage of website visitors who convert into customers or perform other valuable business actions.
CRO uses data-driven techniques to identify and eliminate barriers to conversion, optimising the website’s design and layout while analysing and refining its content to create a user-centric experience. Improving the website’s messaging and testing different variations of website elements can lead to better engagement, unlocking the full potential of digital marketing.
CRO is calculated by dividing the number of conversions by the number of visitors and multiplying by 100 to get a percentage.
• Conversion rate = (lead generated/visitors) ×100
• CTR = (Clicks / Impressions) × 100
• Number of new customers = New Revenue Goal ÷ Average Sales Price
• Lead Goals = Number of New Customers ÷ Lead-to-Customer Close Rate %
• Cart abandonment rate = (number of abandoned carts / number of initiated checkouts) × 100
CRO metrics are key performance indicators (KPIs) that measure a website’s effectiveness at converting visitors into customers or achieving other business-centric desired actions. Analyzing them can improve the user experience and drive conversions, resulting in increased revenue and growth.
This is the percentage of website or app visitors who complete a desired action, such as making a purchase, subscribing to a service, or filling out a form. It is an important metric because it indicates how well a website is achieving its objectives and can help identify areas for improvement.
The amount of time visitors spends on a website or app. This metric can provide insights into how valuable the content and user experience are for visitors. Time on site can be optimised by improving the user experience, providing high-quality content, and making it easy for visitors to find what they are looking for.
The percentage of visitors who add items to their shopping cart but do not complete the transaction. Unexpected fees, complicated checkout processes, a lack of trust, and technical issues can all contribute to high cart abandonment rates. Businesses can identify and address these issues to reduce cart abandonment.
The average revenue generated per website or app visitor. A low RPV may indicate that there is room for improvement in the user experience or revenue-generating strategies, which can be increased, among other things, by improving conversion rates, average order value, and repeat purchases.
Conversion rate and click-through rate (CTR) are both CRO metrics, but these two variables have an impact on two different stages of the sales funnel.
As previously stated, the conversion rate assesses the effectiveness of a website or app in achieving a specific goal, whereas the click-through rate assesses the effectiveness of a link or CTA in generating clicks.
The conversion rate is calculated at the end of the customer journey when a visitor completes a desired action, whereas the click-through rate is calculated in the middle of the journey when a visitor clicks on a link or CTA.
Furthermore, conversion rate is typically used to assess the effectiveness of an overall user experience on a website or app, whereas click-through rate is used to assess the effectiveness of a specific marketing message or ad. Our conversion rate specialists at Nummero investigate both the metrics and the factors effectively to provide a truly noteworthy and high-end experience.