A simple guide to Conversion Rate Optimisation (CRO)

The term ‘conversion’ is when a customer or a visitor, visits your website and takes an action that you want them to. There are many things that you can offer your customer or visitor that can make a conversion such as:

• Signing up for an email newsletter
• Creating an account
• Making a purchase
• Downloading your website app

Whether you have one or a few of these available to your customer or visitor, this action is what you are going to measure and what you will be looking to optimise.

So what is Conversion Rate Optimization?

Conversion rate optimisation is also referred to as CRO, it is a structured and systematic approach that improves the performance of your website, you can do this by getting the information using insights such as analytics and user feedback. So in theory, it should convert visitors to customers or more generally, take any desired action on your webpage.

The things you are going to measure in order to gauge your current rate of conversion –  you will need to identify the trouble spots and then design a plan of action. You can get these numbers by using Google Analytics which will give you a breakdown.

Below is a brief outline of the metrics that matter in order to get your conversion rate:

• Total Conversions– this is the number of people who did whatever it is defined as converting such as email newsletter, made a purchase etc. To get your Conversion Rate, you simply divide the total number of conversions by the number of visitors to your site thus giving your conversion rate.
• Bounce Rate – thisis the percentage of people who leave after viewing a page on your website and have a high bounce rate is not a good thing. This is because people aren’t finding what they’re looking for so they end up leave almost immediately.
• Average Time on Site– this gives you a general idea of how long people are browsing through your website. If whatever ever reason you have a high bounce rate, this will result to a low average time on site as visitors aren’t sticking around long enough on your website.
• Average Page Views– this is what tells you how many pages the average visitor through before they leave your website. The more page views you have will mean there engagement but it can also can mean that there is a lack of clarity in your conversion funnel, if there is no conversion.
• Exit Rate– This is something that is measured on each page where it will show you the percentage of people who leave after viewing that page. Your exit rate allows you to know the last page that users view before they move on and of you have a very high exit rate on a specific page on your website then this can be a red flag.

Want to increase conversion rate? Find out more about our conversion rate optimization services.