Conversion Rate Optimisation

If you’re not getting the results you once were, or they’re not quite what you were hoping for, then perhaps it’s time to consider Conversion Rate Optimisation. LouMoo Digital are Conversion Rate Optimisation experts that can help to improve your metrics.

What Is CRO? Is It Important? Do I Need To Understand It?

Conversion Rate Optimisation, or CRO as it’s more commonly referred to as, is the process of improving measurable metrics of visitors or actions on your website. Now, these measurable metrics vary from business to business, but the goal is always the same…. to improve them without requiring further traffic.

In any business, you’ll have metrics that you work towards, such as Average Order Value (AOV), Units Per Order, etc. You may want to improve the Click Through Rate, reduce the % of Abandoned Carts, or you may simply want to increase the number of people that sign up for your newsletter or call you up.

The ultimate goal of CRO is to increase the conversion rate and, in turn, improve the overall performance of your website or digital marketing campaigns.

It’s important that you understand where CRO fits into your business, but to do so, you need data and lots of it. Conversion Rate Optimisation is essential to your business because it can help you achieve higher returns on your marketing investment by maximising the number of conversions from your existing traffic. By optimising your website and digital marketing strategies, you can improve the user experience and create a more compelling offer, which can lead to higher conversion rates and increased revenue.

Conversion Rate Optimisation Benefits;

  1. Increased conversion rates: By optimising your website and marketing campaigns, you can increase the number of visitors who take the desired action, which can improve your revenue and profitability.
  2. Better user experience: CRO involves making your website and marketing campaigns more user-friendly and intuitive, which can improve the overall experience for your visitors and help build a positive brand image.
  3. Lower customer acquisition costs: By increasing your conversion rates, you can lower your customer acquisition costs, as you will be able to generate more revenue from your existing traffic without having to spend more on advertising.
  4. Improved customer insights: CRO involves analyzing user behavior and feedback to identify opportunities for improvement, which can help you better understand your target audience and improve your marketing strategies.

The truth is that CRO is an important aspect of any digital marketing strategy, as it can help you improve the performance of your website and marketing campaigns, Conversion Rate Optimisation takes time, patience, logic, and testing. Using data from various sources you can make amends to certain aspects of your website and journey and also run a/b tests to see which of the variables performs better.

Would My Business Benefit?

I think it’s fair to say that any business would benefit from having a discussion and looking into the possibility of CRO. LouMoo Digital has worked on many CRO projects in recent years with a range of clients, sometimes the objectives for a business can become a little blurred over time and it’s necessary to get a fresh set of eyes to analyse the data.

One project that will always stay in my mind was a CEO that really wanted to get 10,000 visitors a day to the business website. 10,000 users were purely a nice chunky round number that they felt would show they had a huge demand for their products, in reality, this wasn’t the right move. Could I find them 10,000 visitors a day, of course, let’s set up some PPC Campaigns and create broad search terms and watch users click through to the site, watch the budget get spent in record time, the bounce rate go through the roof and the conversion rate through the floor.

After a very open, honest, and logical conversation, we agreed to target a specific audience where the daily site visitors would stay similar to what it currently was. If we could spend the same amount of budget attracting the same amount of visitors but we could increase the Average Order Value from £25 to £50, which would double the revenue, wouldn’t that be a better approach? How about if we made some alterations to increase the conversion rate from 2% to 5%? We’re talking about improving the User Experience, we’re looking at Upsells and Cross-sells, we’re looking at add-ons, loyalty points, referral schemes, and moving the free delivery threshold and ultimately creating urgency.

Don’t focus on trying to broaden your search diluting the quality of the traffic, concentrate on converting more of your existing traffic.

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