What is conversion rate optimization (CRO) and how do you do it?

Conversion rate optimization also referred to as CRO, is the practice of increasing the percentage of users who perform a desired action on a website. This can include purchasing a product, clicking ‘add to cart’, signing up for a service, filling out a form, or clicking on a link. There are proven ways to do this, starting off with your website: 

A visible call to action. 

This could be anything from “contact us” to “book a demo” to “sign up” (depending on what your goal is). You need to have a crystal clear CTA on your website that shows up more than once.  Simplicity is key. Make this clear, visible and simple and watch your conversions increase. 

Great website copy. 

Your website copy needs to be engaging, interesting and helpful. Keeping in mind these 4 points will help you in building a website with great copy that converts: 

  • Knowing your target audience.  
  • What problem are they trying to solve?
  • What product or service are you offering that solves that problem?
  • Why should they go with you? (I.e. why should they choose you over a competitor?) 

Within these points, you can make stylistic choices in copywriting. Do you want to appear more serious or professional? Humorous and flippant? Once you decide, ensure to keep the copy and mood on the site consistent. 

Navigation and Site Structure

In creating your website you should focus on building an experience that’s easy to navigate. 

You typically start navigating from the homepage, then move on to categories and subcategories until you’ve found what you were looking for. If this entire process is streamlined (and engaging)  then your users will not have an issue navigating through your site. But, if it’s unstructured or confusing, they’ll get lost and bounce off your site. The whole process must be easy and quick for users. They need to be able to find what they’re looking for in as few clicks as possible.

Site Speed

On average, if your website takes longer than 3 seconds to load, approximately 40% of your visits will abandon your site. The speed of your site dramatically impacts your site’s SEO and bounce rate. 

If you’re uncertain of where your website stands on speed,  Google’s PageSpeed Insights is a great tool to specifically analyze the speed of your site.  Ensure whoever is building your site is optimizing it for speed as a number one priority. 

Personalization (For eCommerce sites) 

Ecommerce Personalization is when you deliver personal experiences on ecommerce sites by dynamically showing content, tailored product recommendations and offers based on previous actions, purchase history, demographics, and other personal data. Personalization has been proven time and time again to greatly increase revenue on ecommerce sites. 

XGen AI has developed a personalization platform that is unique in that it prioritizes ease of use and automation. Unlike traditional personalization systems, it is self-learning and self-adjusting (in real-time) to create in essence continuous A/B testing in order to show each individual customer exactly what they need and want to see. Our clients have seen a huge revenue lift once XPersonalize was implemented on their site. 

To book a free demo of XPersonalize go here: BOOK A DEMO

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