Conversion Rate Optimization (CRO)While you could only focus on generating more and more traffic, you should as importantly make the most of each and every visit you already have. CRO means exactly that: turning as many visitors as possible into leads and sales - conversions.
Stop guessing, start knowing what works
Conversion rate optimization (CRO) is a set of techniques based on analytics, user feedback and testing to maximize your conversions. Instead of losing visitors because they cannot find or do what they want, you will identify where you are losing them. This will create more conversions, more leads, and ultimately more sales and market share. It will also increase your profitability, since your ad budget will now send visitors to pages that you know convert well.
While best practices and experience can put you on the right track, they remain subjective opinions. With Conversion Rate Optimization, you will be able to observe how users act on your website, and test alternate versions to compare conversion rates. Through iterative testing, you will be able to track, analyze and retain the best options, objectively.
Based on your market segments, personas, and all of the information and data that you already have about your customers, we work on drafting hypotheses. Each hypothesis has to be validated or invalidated through experiments.
We plan and design the experiments, with all of the different visual, textual or structural variations to be tested.
The next step is to set-up your experiments through testing tools: A/B split testing, multivariate testing tools, but also heatmaps, scroll maps and eye-tracking tools, user surveys, or user testing tools (and even the well-known UserIsDrunk.com tool).
These experiments gather data by recording achieved goals, until they reveal significant results. Depending on your traffic volume, this can take a few hours, days or weeks. Those results will show you what the winning experiments’ variations are, and why.
Thanks to the comprehensive data collected by quantitative tools like split testing, we are able to analyze experiments’ winning variations.
In addition, through qualitative tools like heat maps and user testing, we are able to better understand why it works or doesn’t work.
At this point, we validate or invalidate the hypothesis developed in step 1. What’s validated is then launched on your website. From this moment on, a new sequence of testing can take place, starting again from step 1. The iterative nature of Conversion Rate Optimization means that there is no definitive state and your results can virtually always be improved. Nevertheless, a huge progress can quickly be achieved, leading to a point where each optimization sequence brings less and less marginal results.