What Is Conversion Rate Optimisation?

Getting customers to your site is only step one.

Conversion Rate Optimisation (CRO) is the process of increasing the number of users who perform a desired action on your website. Actions can include purchasing a product or service, clicking ‘add to cart’, filling out a form, or clicking on a link. It is lead generation done by enhancing all aspects of your website, to create a user-friendly experience. 

High Vs Low

A high conversion rate means your website is well-designed, aesthetically pleasing and engaging to your audience. A low conversion rate may be down to poor website performance, such as slow loading times and broken forms or faults in its design. 

What is a 'good' conversion rate?

This depends on many factors, including your industry, your niche, your goals, your audience demographics and much more. What is important is that you give the customer a tailored experience that they remember and feel a purchase is justified. That being said, you need to know what your customer expects and how your product or service will make their life easier. 

To be in the top 20% of Shopify users, your conversion rate should be above 3.7%. Anything about 5.2% will put you in the top 10%. They are goals that can be easily met if you take the time to create a digital strategy that will tickle the taste buds of your customer from multiple online channels. Digital exposure and consistency is the starting point for increasing your conversion rate. 

Conversion rate optimisation strategy 

Research: What is happening and why?

What does a conversion mean for us? A sale/ a lead etc. 

Identify your target customer's purchase intention, barriers to purchasing, purchasing influences and what stop them before purchasing.

Generate insights: What is actionable from the research?

What micro-conversions lead to our end goal conversions?

Prioritise hypothesis: According to potential impact

Experiment: Craft new web experiences 

Analyse: what can we find in the data?

CRO is a long-term process. The more data and insights you have, the more focused your marketing strategy will be. It is about consistency with research and effective analysis of experimental changes or features.