Conversion Rate Optimization: The Basics

Conversion Rate Optimization basically refers to a method of improving the amount of website browsers that leave your site as clients. CRO is designed to draw the person browsing in to take a deeper look at your business or product. By using data from your company’s visitor statistics, you can see what part of your site needs a boost, and which parts are most productive. As you can see, mastering this craft can prove quite profitable to a struggling page. Below is just a basic overview of a few of the “must knows” of Conversion Rate Optimization.

Effective Factors

These are six pertinent factors to consider when working on your conversion rate:

1. Value Proposition: Do the benefits outweigh the costs for the person browsing?
2. Relevance: Is your site relevant to what the visitors expected to see?
3. Clarity: How clear is the message of your website?
4. Anxiety: Are there things on your site that cause people to wonder question legitimacy?
5. Distraction: Are there things on your page that distract the visitor from the main purpose?
6. Urgency: What will make your visitors want to take action?

Analyze The Competition

To better develop your own CRO plan, don’t be afraid to check out how the competitors use their methods. If it worked for them, it could work to your benefit as well. Make sure you don’t just copy your competition, because that would just be bad business. You can think of this as more or a brainstorming opportunity than anything. Your competitors can help to stir your mind, and jumpstart the creative process.

Mouse Tracking Tools

Mouse tracking tools or heat maps will help you see what your visitors are hovering over. This will help you to better analyze what parts of your site need improving and what parts are hot spots. You may find that something you put a whole lot of time into isn’t getting very much attention, and you need to rethink your approach.

Instill Urgency

Most importantly, you need to have some sort of call to action or sense of urgency for your visitors. They need to feel like their perfect purchase could evade them if they don’t act now.

Author: Kar

Dr. Kar works in the interface of digital transformation and data science for business management domains. Professionally a professor (IIT, IIM) and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a Regular Contributor of Business Fundas and a blogging addict. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.