Increased traffic and search engine visibility should lead to more conversions – that’s what every business wants from its website. But it’s not a one-off job.
Conversion rate optimisation (CRO) is a never-ending journey of measuring how users interact with your site and making adjustments to improve its performance and, ultimately, conversions.
What is CRO?
CRO is the act of improving your website so that it converts as many visitors as possible into sales or enquiries. Simple, maybe; but not easy.
Users cast judgement on a website within the first 0.5 seconds of visiting it, leaving you with an instant to make a good impression and keep users on the page. You then need to ensure users ingest the right information, look where you want them to and pick up the phone or place an order.
This is what CRO is all about – constantly refining your website using tests and experiments to guarantee that you are getting the most out of each and every user.
CRO and SEO: a two-pronged approach
Once considered separate practices, SEO and CRO are now closer than ever. Driving traffic to the site and encouraging users to enquire or convert are two sides of the same coin.
It’s no longer enough to cram keywords into your copy, sit back, and watch the traffic flood in. Search engines have grown more advanced. Now, how users interact with a site is read, measured and affects the ranking. Users now follow odd and unpredictable funnels before converting. They may start by clicking a paid ad, following a banner to a service page, bounce off the site, come back directly a few days later and then finally be convinced by a social media post to make the purchase. Improving the user experience, reducing the clicks and encouraging users to click deeper into the site will all help the site rank higher and grow.
How The Bigger Boat steers CRO
It’s our job to help your business grow. We use a blend of industry best practice, years of experience and hard data to improve the appearance and functionality of your website. We’re always looking for opportunities and have found that it can be the simplest changes that have the best impact. In the past, changing the lead image on a page has reduced bounce rates by 80% and contact form tweaks have increased conversion by 300%.