What is CRO?
Static websites which require users to just view information about a company are rare these days. Every website requires the viewer to take some sort of action like buying a product, downloading an app, registering with them and sharing content in social media or signing up for a course. But, not all customers who visit the website do such actions. Most simply read the website for a few minutes before they decide to engage in an activity or quit the page. CRO or Conversion Rate optimization is the technique of the making all the visitors to the website do the action, the website owner wants them to do.
CRO is not as easy as it is explained. It has evolved into a scientific analysis method with clearly pre-defined error proof strategies. It is not simply copying what successful websites do. But, it is a statistical method which increases the probability of making most customers perform an intended actions on a website. Several techniques to aid it like attractive call to action buttons, easy landing pages and effective exit intent pop-up’s which provides amazing discount for customers who are leaving the website are available. CRO analysis depends highly on data gathered from the website and feedback from the customers. Here are a few key terms associated with CRO analysis.
The number of customers who leave the website after viewing a single page. If the bounce rate for a single page is very high, it means the page is a dead end and needs to be removed or modified.
This term denotes number of customers exiting in a particular page. Customers might browse through a number of pages and exit at one particular time. Analyzing which target groups loses interest at what time and which link will help to redirect them effectively.
Average Time on Site:
A customer spends average 2 minutes on a page. Less average time on site means the page is not attractive enough to make them stay longer.
Average Page Views:
This term denotes how many people visit the page in a day. These statistics are used to constantly update the pages with low traffic.
The exact path where the customer should go. For example, an ecommerce site expects its conversion funnel to be search results page, product page and checkout page. Wrong navigations leading to related products and cart abandonment should be intervened immediately with exit intent pop-ups or extra discounts to divert them back to the conversion funnel.
Testing two or more versions of a single webpage, email marketing image or landing pages to find out which one creates more sale and sticking to its layout.
Mixing various components like buttons, pictures, backgrounds and banner ads in various combinations and testing with various target group customers to find out which appeals to them best.
Call to Action:
All the activities mentioned above are intended to drive the customer to do this single task. Click on the call to action button which says buy me or join me. It is the process of converting a view into a sale and all CRO activities and analytics are targeted towards call to action.