Conversion rate optimization (CRO) is the process of optimizing your website and landing pages to make the site more effective. Analyzing user behavior and making strategic changes based on data can dramatically improve your conversion rates and take your business to new heights.
In this blog, we’re thrilled to share insights from our CRO director on why CRO is crucial for any business looking to succeed online, along with some practical tips for optimizing your website to drive more leads, sales, and revenue.
Our Director of CRO
Faraz has been a part of the Revity team since 2020. He has experience in CRO, website development, UX/UI design, landing page development, and technical SEO. As director of CRO for Revity, he works with the different teams at Revity to optimize client websites.
Here are some frequently asked questions about CRO and Faraz’s answers.
How Does CRO Help Businesses?
In my opinion, CRO is the most important part of the marketing process. The landing pages will be one of the last things customers see throughout the marketing process. If you’re doing a campaign, like an email or an ad campaign, the people those campaigns are targeting will end up on those landing pages.
If the website is not optimized to convert, you’ll lose all the money you just spent on the ads. Because of that, I think website optimization is the most important aspect of marketing.
When someone goes on a site that looks untrustworthy or sketchy, they will leave it immediately. If that happens, all that money and time you spend on the ads is wasted.
Along with website optimization, understanding human behavior is so important. Human behavior is evolving day by day. The things people do today, they might not do tomorrow, so we have to look at how they’re behaving and analyze the data. This will help us make tweaks to the site to help keep them on the page.
What Does the Process of CRO Look Like?
When we start working with a new client, I review their website, top to bottom. I think of myself as a visitor; I look for problems a customer would face, sections that could be improved visually, and other things that could improve user experience.
I also look for where CTA’s should be placed and the website’s speed. Since we don’t have user data for their websites, the initial phase is essentially an eye test; we look at the site and apply best practices.
Once I’ve gone through the site, I create a report and a wireframe for the changes that need to be made. This helps the client and development team know what the changes will look like on the page.
Then the next step is implementing those changes on the website. Our development team goes in and uses the wireframe to make the changes. Once the changes are done, we install tracking software on the website to help us collect data.
We monitor their website for at least a month after implementing the changes. Once we have that data, we can see how visitors behave on the website. We can see what they’re clicking, how long they’re on the site, where the points of interest are, and other similar things. If it’s an e-commerce website, we can see what the highest-selling product is.
With all that data in mind, we can then create tests. For example, we make A/B tests for a website (different variants of a web page) and present one version to half of the visitors and the other version to the other half. We monitor it for about 10 to 15 days and then look at the results. This process is repeated again and again.
How do you Keep up with CRO Trends?
It’s all about the behavior data that we get from the visitors. We primarily rely on the visitor’s data because we need to convert those people who are actually getting on the website. So if we were getting four sales from 100 people and then suddenly started getting one sale from 100 people, we’re going to look at why they’re not clicking and not buying.
Our software tracks the user’s full session, which helps us understand current human behavior better. Our tests help us figure out what resonates with people better, and if we find something that works, we implement it into the site.
What are Some of the Biggest Challenges Associated with CRO?
The biggest challenge is that many people have a hard time seeing how conversion rate optimization helps. For example, they see that they spend $1,000 on marketing, and in return, they get $5,000. Or they spend $500 on Facebook ads, and in return, they get $1500.
Sometimes they don’t understand that conversion rate optimization is a huge factor in the ROI.
If website optimization has been performed and the call to action is clear, I can help make the $5000 they spent on marketing into $20,000. Reversely, if the website isn’t optimized, then a lot of the money they spend on marketing is wasted. I want to help people understand that.
What’s the One Thing a Business Should Know When Starting CRO?
They should keep in mind that CRO is a complex and ongoing process. It requires a data-driven approach and continuous testing and optimization, and it’ll take some trial and error to optimize a site. But once they have it optimized, they’ll get more conversions.
They should also keep in mind that CRO is as much a part of the marketing process as everything else. I like to compare websites to physical stores. Imagine I spent millions of dollars marketing my business; I made commercials, billboard ads, and everything I could think of to get people into my store. And now imagine that my store looked like a dump; there’s no place to pay, and you can’t find the items you’re looking for.
Just like you want your store to be an inviting place that makes things easy for the visitor, you want your website to do the same. Your site should be a welcoming place that invites action. When you spend time and money on CRO, your money is well spent.
Unlock Your Business’s Potential With Revity
At Revity, we understand that effective marketing is crucial for the success of a business. Whether you need help with SEO, PPC advertising, conversion rate optimization, or any other aspect of marketing, we can help.
Contact us today, and let’s talk about how we can work together to elevate your business to new heights.