Those who are unfamiliar with the concepts of Search Engine Optimization (SEO) and Online Marketing will definitely not be familiar with the concept of Conversion Rate Optimization (CRO). For executives it makes little difference to know the techno-lingo that ensures good conversion rates via our online image, but it does help to have a basic idea when it’s time to sit down with the web developers.
A quick interview with Gregory Keet, Digital Marketing Consultant at Online Marketing Guys, helps us to understand just how relevant CRO is, especially now that new Google algorithms are making SEO and CRO to become more similar.
Keet’s take on Conversation Rate Optimization:
1. What is CRO?
CRO is an important part of on-site optimization. The goal of CRO is to turn visitors into customers through onsite signals and ‘calls to action’ based on the content provided. Site design, content and structure all play a part in CRO.
Ways to improve conversions include;
- Building a community around your brand.
- Creating trust signals on places like Facebook by using a value added approach rather than trying to sell stuff. (People like to read something that interests them.)
- Attending to referral optimization, which is very important. Get your clients to talk about how great your services are, and you’re in business.
2. How is CRO Utilised?
CRO is implemented when a website is not performing as it should and is not converting traffic into business. Typically a split test would be the best method; a new page is introduced and tested alongside the original page. If the newer page has a right conversation rate, the new page replaces the older one. This test can be run a number of time until eventually the page with the best conversion rate wins and is then used permanently.
3. When did CRO become so popular?
Split testing has been around for a number of years and was originally started to create higher lead generation and to create higher conversions on ecommerce sites. Since Google changed its algorithm last year September and usability became paramount, CRO has become a very popular option to increase not only sales, but to create a better general user experience.
4. Why is it Relevant?
Without CRO site owners have no other way to optimize their websites for conversations and lead generation. The other aspect of optimizing conversions is because Google watches every visitor’s movements while they browse results from their search engine results pages (SERPs). If they determine that the answer was found on that respective website, the search engine will in all likelihood promote that result to the top of the SERPs for the keyword group they were found with.
5. Who would want CRO services?
Every website on the internet which relies on conversions need CRO to leverage as much online business as possible. If you have a website and you’re not split testing your pages, you’re missing out on capturing a very value portion of business. These visitors are already on your website; all you need to do is find a way to have the content they were searching for.
Don’t let your lack of online tricks be the downfall of your online image, contact Online Marketing Guys in Cape Town to ensure your site sticks to the ever-changing demands of the Internet.