Conversion rate optimization (CRO) is the process of constantly increasing the percentage of website users to perform a desired action. An action, or conversion, can be seen either as a macro conversion (the purchase of your good or service) or as a micro conversion (small step on the path of a visitor towards your primary conversion goal) such as filling out a form or subscribing to a newsletter.
The CRO process implies to understand user behavior on the website as well as pinpointing all optimization opportunities. Through thoughtfully implemented edits on the website, the ultimate goal is to make sure the user is going through the conversion funnel as smoothly as possible and ultimately converts. Whether that be through making a purchase or becoming a hot lead.
At SEO Brand, we help our clients improve their website conversion optimization by looking closely at your existing CRO marketing strategy (if you have one) and then designing and executing a plan for your website that will generate more leads and more customers. Our agency experts have years of experience in website conversion optimization, and each of our clients receives a personalized set of strategies designed to optimize their website and conversion rate. We’ll make sure your website is set up in a way that encourages conversions, and that it functions appropriately for users. With our conversion optimization services, you’ll experience the benefits of what can happen when you put real effort into appealing to what your customers want and optimizing their experience on your site.
Types of Conversions
Most businesses think of conversion optimization in terms of purchases, but there are many other actionable steps consumers can take on your website that are beneficial to your brand’s growth. As an SEO and conversion optimization agency, we take on the task of designing your website in a way that directs your traffic to a number of converting actions, including:
- Purchasing products or services
- Subscribing to an email list or newsletter
- Providing contact information
- Downloading an asset
- Requesting more information
- Creating an account
- Leaving a comment
- Following your brand on social media
- Adding a product to a cart
- And more….
Some of these are macro-conversions, meaning they’re end goals that support your business in a big way. Others, such as adding a product to a cart or requesting more information about your products or services, are micro-conversions, smaller steps that are sometimes necessary to eventually achieve a more substantial action. A thorough CRO marketing strategy incorporates best practices for increasing both macro- and micro-conversions, in turn helping your business recognize a wide range of goals and a better understanding of how customers use your site.
The Relationship between CRO & SEO
CRO marketing serves a different purpose than SEO, but it also benefits it. Search engine optimization is a digital marketing strategy with a focus on improving traffic to your site by ranking higher in search engine results pages. CRO is the next step in that process. It’s optimizing the experience of that traffic once it ends up on your site. And when it’s done well, conversion rate optimization can actually improve your rankings on search results pages and bring more traffic to your page.
More than anything, conversion rate optimization affords you some major insights into who your ideal customers are and how they are utilizing your site. Once you know who is coming to your site, you can focus on discovering even more about their behaviors, including who is a browser versus a buyer and what parts of your site your ideal audience engages with the most. You can then optimize your site design, content, and more in a way that specifically relates to these factors, using SEO to draw in more desired traffic and encourage engagement and conversions.
CRO Marketing With SEO Brand
When you hire SEO Brand to handle your business’s conversion rate optimization strategy, you hire an entire team of experts skilled in using data and analytics to make inferences and improvements that are designed to appeal directly to your desired audience. In addition to more conversions, you’ll also get a website better designed to appeal to and engage with your consumer base, a more trustworthy and reputable web presence, and stronger sense of how to recognize and communicate with the people who want to buy your products or services.
Our CRO marketing strategy has three distinct parts:
Using existing data and analytics to determine your company’s goals, target audience, and website functionalities, as well as specific areas that need improvement for better conversions.
Experiments to test the effectiveness of improvements and ensure any new design or engagement features are working to convert more traffic.
Regular check-ins to ensure that changes are efficient in the long term, and that improved conversion is sustained on the page.
To learn how SEO Brand can optimize conversions for your business, give us a call at 800-262-5023 or send us an email at firstname.lastname@example.org for a free evaluation.