Conversion Rate Optimization

Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.

What is a conversion?

A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes. If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase.  There are smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails. These are called micro-conversions.

Examples of conversions

Macro-conversions:

  • Purchasing a product from the site
  • Requesting a quote
  • Subscribing to a service

Examples of micro-conversions:

  • Signing up for email lists
  • Creating an account
  • Adding a product to the cart

What is a conversion rate?

Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. If a user can convert in each visit (such as by buying a product), divide the number of conversions by the number of sessions (the number of unique times a user came to your site). If you sell a subscription, divide the number of conversions by the number of users.

Conversion rate optimization happens after the visit makes it to your site. This is different from conversion optimization for SEO or paid ads which focuses on who clicks through to your site from the organic search results, how many clicks you get, and which keywords are driving traffic.

How to Calculate Conversion Rate

If a user can convert each time they visit the site:

Imagine we own an ecommerce site — Roger’s Robotics. A user could make a new purchase each session. We want to optimize so they make as many purchases as possible. If a user visited the site three times, that would be three sessions — and three opportunities to convert.

Let’s closer at our user’s three sessions and how they behaved:

To figure out our conversion rate, we would take the number of unique purchase orders and divide it by the total number of sessions.

By 2022, more than 50% of all enterprise mobile apps will use mobile analytics tools to improve the user experience. – Gartner

Audience Insights

For clients who want more audience data than what is available through Google Analytics, Nova Digital 360° Strategies offers a range of audience analytics capabilities:

  • Heatmapping to capture how users interact with your site pages
  • Facebook Audience Pixels, for a more granular look at how well your site visitors match your audience objectives
  • Google Consumer Surveys provide an easy tool for conduct market research to discover more about audience preferences
  • Conversion rate optimization services let you test how your audience responds to different ad formats, web pages and creative versions
  • Path-to-purchase analysis gives you a holistic view of the customer conversion process

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