Conversion Rate Optimization (CRO): More From the Same Traffic

Most people spend their energy chasing more traffic. But what if you could earn more from exactly the traffic you already have? That is the whole idea behind conversion rate optimization.

What is conversion rate optimization?

Conversion rate optimization, usually shortened to CRO, is the work of getting a larger share of your visitors to do what you want them to do. Usually that means buying, but it can also mean signing up, getting in touch or adding to cart.

If 100 visitors give you two sales, your conversion rate is two percent. Get it up to three, and you have grown your revenue by 50 percent without bringing in a single new visitor. That is why CRO is some of the most profitable work there is.

Where the wins usually hide

Some of the most common places I find wins:

• Speed. A slow page loses buyers, especially on mobile. It is also a technical SEO win.
• Clarity. Is it obvious what you sell, what it costs, and what the next step is?
• Trust. Reviews, guarantees and a professional look remove doubt.
• Friction. Every extra field in the cart and every unnecessary click costs sales.

CRO is about people, not tricks

The best conversion rate optimization is not about fooling people with scarcity gimmicks and countdown timers. It is about understanding what holds people back and removing it. Part of that is psychology, and this is where neuromarketing gets interesting.

Measure the right thing

A higher conversion rate is good, but only if it does not come at the expense of profit. Big discounts can lift conversion and still drain the bottom line. That is why I always weigh CRO against what actually earns money, just as I do with POAS on the advertising side.

Want more sales out of your current traffic? Book a meeting, and we will look at where the money is leaking.