Conversion Rate Optimization (CRO) is the second phase of inbound marketing, but it is drastically underutilized. Here I will explain how conversion optimization works and why it's so important.
CRO is the method of creating a visitor experience that is more likely to lead to a conversion (e.g. sale or lead.) The goal is to turn more visitors into customers without having to invest time or money attracting more visitors.
The best part about CRO is that it's effective for any business, no matter how many visitors come to your site. CRO helps you make more money, whether your website gets 100 visitors or 100,000 visitors per month.
That's easy - everyone. If you would make more money by converting more visitors into customers, you should be implementing some type of CRO plan.
With typical ecommerce conversion rates hovering around 2%, there is a lot of room for growth. Just think how much more money you would make if you could generate a 4, 6, or even 10% conversion rate!
In practice, CRO is very detailed and scientific work, but the process is easy to understand.
It goes like this:
The goal of SEO is to attract a high volume of visitors. Quality, targeted visitors are essential, but SEO is mainly a numbers game. CRO, on the other hand, is about making more money from your existing visitors.
Online marketing is so competitive now that focusing only on increasing traffic (SEO) is not good enough. If you are not actively increasing both traffic and conversions, your competitors could run you out of business.
On top of that, CRO is very useful in conjunction with SEO. Using both simultaneously creates a synergy which gives you the best results.
For example, having a low bounce rate is great for SEO purposes. (Yes, Google can track if someone clicks through to your site then returns to the search results.) The better your conversion rate (attained through CRO,) the lower your bounce rate (which in turn could improve your search engine rankings.)
As a full-service inbound marketing company, we can create a strategy to increase both your traffic and conversions.
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