Conversion optimization involves A/B testing two versions of your website against each other with the goal of finding the version that converts better. CRO therefore mainly involves testing various factors on a website to find out if and how they influence conversion. It sounds like a lot of work, so it makes sense to wonder if it is worth the trouble.
No matter how many visitors are converting into users because of your well-designed site and paid advertising, there is always room for improvement. You can always make it easier and less painful for them to convert and considering that paid advertising is only getting pricier and more competitive, CRO, which is essentially free, is a prudent choice.
The benefits of using CRO on your website go beyond the aforementioned superficial ones. Here are the advantages that you should focus on when starting a CRO campaign.
1. Having a slight edge over your competition
To win in e-commerce, all you need is to be slightly better than your competitors are. CRO can give you that edge. Winning often means you get to “take it all” or most of it anyway. CRO can help you beat your competitors in many ways. For starters, you can outrank them. Improving the amount of time visitors spend on your site and reducing your bounce rates improves your Google rank. Additionally, increased social media activity, website traffic, and overall popularity because of CRO, increases not only conversion rates but also improves search engine ranking.
2. Decisions you make will be based on data and facts
Making decisions based on gut feeling is often a gamble, one that can be costly in e-commerce. CRO eliminates guesswork. If you have a gut feeling or idea, you can always run a non-permanent test, evaluate the results and determine if the change is what’s best for your business.
3. Maximized profits over time
Profit, the bottom line of e-commerce, and conversion rate are twins joined at the hip. This, however, does not mean that you should expect thousands of dollars to start flowing in within the first few weeks into a CRO campaign. Some optimization tweaks can earn you an immediate windfall, but the focus should be on your long-term goals.
4. You get the right kind of customers
Conversion optimization focuses on converting the right kind of customers. It is not about converting the entire world traffic. Campaigns focus on making return customers who can then help you market to the rest.
— Jon (@rivercityjon) 17 de abril de 2017