Conversion Rate Optimisation Introduction

This introduction explains some the basic Conversion Rate Optimisation (CRO) techniques used to persuade visitors to your website to convert into customers. View your website as a visitor sees it. Small changes can have a huge effect on your conversion rate so why not implement CRO today.

Improving Conversions

So much time and effort is spent trying to bring targeted traffic to a website using various optimising techniques such as Search Engine Optimisation (SEO) and Social Media Marketing, that very little thought is generally spent on those visitors once they have actually arrived. Such thoughts should include What page have they landed on? From what page do they leave? and more importantly, Why haven’t they clicked on my BUY button!

If you have a website, then it is quite likely that you are selling a product, offering a service or providing information you are passionate about. A Conversion is defined as a visitor who takes a ‘desired’ action on your website, which could be clicking on that BUY button, subscribing to your Newsletter, submitting an application form, or even clicking on your Google AdSense link. Which ever it may be, this is defined as your ‘Call To Action’ for your business.

Conversion Rate Optimisation Introduction

Conversion Rate Optimisation is defined as changes to your website that either help or encourage visitors to take one of these desired actions. For smaller websites, the odds are that over 50% (your Bounce Rate) of your visitors will hit the BACK button as soon as they arrive, and only 2 out of every 100 visitors (your Conversion Rate) will Convert into a customer, by performing your desired action. If your are spending a small fortune on optimisation to bring people to your website, it may be worth considering spending some time on CRO to turn more of those visitors into customers.

Basics of CRO

When someone arrives at your website, within a few seconds they have decided whether they want to leave, or are sufficiently intrigued to stay to find out what you have to offer. They will scan your web page from the top-left, to the top-right, and then down to the bottom-left. This is called the Golden Triangle, and everything that you want to say should be within this area. The last place to put your ‘Call To Action’ is at the bottom of the page which has to be scrolled to to be found!

Your visitor needs to see everything that you want them to see within this triangle and as quickly as possible. Keep your page as simple, clear and as uncluttered as you can, and ensure there are no distracting links, images or text. Small changes can make a huge difference. Try a little Conversion Rate Optimisation to see how many visitors you can change into customers.