In today’s commercial world many companies are laser-focused on creating their ideal website, launching a PR campaign and trying to drive more traffic to it, with the expectation that their efforts will magically lead to a boost in sales and enquiries.
But while these strategies are a great way to bring in potential new users, growing and optimising your site to get more out of existing traffic can often be neglected in marketing plans.

Users who have a negative experience on your site are less likely to carry out key conversions or become a returning consumer - and this can sometimes be due to the simplest of issues.

Problems can be easily missed during the development process or created by unanticipated user behaviour.

You could be missing out on key conversions including actions such as purchasing a product, clicking 'add to cart', filling out a form or clicking on a link.

By increasing conversion rates from existing traffic, you can reduce the cost of customer acquisition significantly.

Why would CRO increase leads or sales?

Conversion rate optimisation (CRO) is a practice that gives digital marketers and web designers the ability to test ideas in a live customer environment to increase the likelihood of website visitors completing key conversions, all without incurring major development costs. For example, a simple test using a ‘sticky’ search engine that remains visible as you scroll down the page could help users navigate more efficiently across the website and make it more likely that a transaction is carried out. 

Another could be rearranging the site’s content so that it’s more visually appealing and more accessible, with relevant information in the right place to increase micro-conversion goals such as newsletter sign-ups, new registrations or downloads. Software such as Google Optimize, VWO and Optimizely have the testing tools to enable companies to conduct such experiments and help boost conversion rates among new and existing users.

How is a CRO test carried out?

A targeted page, known as the original, is replicated with changes made to content, design or functionality, and this is labelled as the variant.

Multiple variants can be created, depending on the number of changes you’re thinking about making. These variants will then be presented to site’s users and compete against the original, and each other, to achieve the best conversion rate over a set period of time. 

Total number of set conversions ÷ total number of visitors = Conversion Rate

This equation helps to determine which variant is likely to be the best performing overall. Take a look at the example below of a possible CRO test based around the position of content on a homepage. 


Variant 1 has been updated to include a different column layout to improve readability and features a more prominent visual icon to direct the user to the ‘contact us’ form.

Variant 1 is more likely to be the best option because despite having less traffic sent, it still out-performed the original. If Variant 1 had dealt with the same amount of traffic, it could possibly have led to more than 300 form submissions during the test period.

How else can we use CRO?

If you’re adding new features and functionality or making design changes to a site, in many cases you can't predict the outcome without setting them live. 

CRO is a cost-effective and smaller-scale way of testing changes before you allocate large resources to site-wide development. 

It’s a great way to see if a revamped page design provides an improved experience for users and leads to increased sales for you. 

If you're concerned about missing key conversions on your site and are thinking about making changes speak to the experts here at Ascensor, who can offer you advice on the latest CRO techniques.

We can help you grow your business, call us now on 0113 8314400 or send us a message here.

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