Conversion Rate Optimization (CRO)

Joran Hofman
March 7, 2021

What Is Conversion Rate Optimization (CRO)?

Conversion Rate Optimization (CRO) is the process of increasing the percentage of visitors who perform the desired action on a website, such as viewing an image, buying a product, registering as a user, reading an ad, becoming a customer, among others. 

Why Is Conversion Rate Optimization Important?

It is important because by using it, you can increase the number of customers visiting a website by giving them a better experience and increasing the possibility of achieving a greater number of conversions.

What Elements Does The Conversion Rate Optimization (CRO) Have?

Within the Conversion Rate Optimization (CRO) process, several elements can be identified:

Call to action (CTA): it consists of telling the visitors of a website what to do.

Conversion funnel: these are the steps that visitors must follow to achieve the main objective of the visit.

A/B Testing: consists of showing visitors more than one version of a website to see how to improve conversion rates.

Multivariate testing (MVT): is a form of A/B testing that has several variables at once.

Usability: it is a series of best practices and processes that make visitors of a website use it in an easier way.

Customer development: it is a series of tools and processes that serve to understand the visitors better. 

User Recordings: this tool registers users when they browse a site; it is very useful to increase conversions because you can know, for example, in which part they stay longer.

Analytics: these are tools used to measure users. 

Heatmaps: this type of tool indicates where the user clicks, establishing strategies to achieve more conversions.

Tools to check out: Hotjar, Unbounce & Google Optimize

Benefits Of The Conversion Rate Optimization (CRO) in SEO

The optimization of the conversion rate has multiple benefits for SEO. Among these are:

Improved customer insights

The optimization of the conversion rate can help understand the visitors of a website, know what their needs are and how to transmit the information, and get visitors or customers suitable for a company or business on the Internet.

Better ROI

It is very useful because it helps to know how to take advantage of the available resources and get the best out of them.

Better scalability

As a business grows, it can help increase the number of resources and potential customers and thus convert more browsers into buyers.

Better user experience

The CRO helps to know what works in a website and to improve it to make visitors have a satisfactory experience and stay in it.

Enhanced trust

It helps users have more confidence in a website when they visit it.

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