Anton Solid Wood Coffee Table – The CRO conversion optimization includes all the techniques involved in increasing the number of sales or purchases of products and services. It is mainly used in the field of web analytics for companies, and more often in projects such as an e-commerce or online store. Although every element, both online and offline, that contributes to the improvement of conversions in the digital field must be taken into account.
Understanding and periodically monitoring the recruitment, marketing and sales processes is crucial to putting these types of resources into practice. It will undoubtedly make it easier to discover where, how and when to apply them.
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Optimizing conversion rates on a website involves improving functional and design aspects of each of the individual pages that make it up. Emphasize the landing page or landing pages.
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On a website aimed at the sale of products and services, a conversion occurs when the user performs actions that respond to the objectives of the business or company. It can be a purchase, subscription to a newsletter or request for a quote, among a wide variety of things.
What is intended is not that a website receives more traffic, but that it experiences more conversions in relation to the number of visits it already has. This means that the site will be more beneficial for the owner, but also for the users, who can find exactly what they were looking for on it.
It is common to mistakenly think that to improve conversions, it is enough to make small adjustments, such as simplifying the form or improving the product sheets. But, in reality, this only represents changes in usage. All stages of the funnel or conversion funnel must be taken into account to get the best performance.
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It is true that the ease of web browsing is closely related to the level of conversions. However, it may not be the only factor to consider. It is necessary to carry out a thorough analysis of the website, taking into account the objectives of the company and taking measures to get the most out of it.
It is the first step and it is essential, it is related to the strategies that bring traffic and the benefits of web design. Sufficient quantitative and qualitative data is needed to assess how the various URLs on the site are performing. This means getting information such as which pages are viewed the most and which are the least, analyzing the reasons. At a more experienced level, we can use heat maps or eye tracking systems to find out how the user interacts with them. It is also possible to know their behavior in the purchase process.
After carrying out a good analysis of the site, it is necessary to define the goals that are intended to be achieved. Logically, the goals in each company will be different. The most important thing is to set realistic goals to achieve them.
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Once the CRO goals are firmly established, it is necessary to look for the necessary alternatives to achieve them. Specify how to implement the solutions where they are needed, the time to do it, and the elements they will affect to evaluate their performance.
Certain changes to a website can pose a significant risk, and therefore conversion rate optimization techniques are not applied directly.
It is recommended to create test pages in which the proposed alternatives are tested and the results obtained are analyzed.
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Sometimes it can be useful to have the participation of third parties to carry out tests. A clear example of this are usability studies or surveys, in which several Internet users must participate in order to validate the data.
If no good results have been obtained, data must be collected again. Formulate new hypotheses and run new tests until you find the right formula to increase the conversion rate.
Depending on the type of website, the sector or niche in which it works and the approach, it can be a more or less long procedure. It is important to always act with caution and ensure that any change made on the web is an improvement.
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CRO strategies can have a direct relationship with search engine marketing campaigns. Organic traffic depends on the proper positioning of a website in search engines and its permanence over time. And the paid traffic depends on the advertising investment made in the campaign and the cost or bid of the most interesting keywords related to our activity.
However, as we have already mentioned, a good CRO strategy improves the conversion rate, making the website more profitable with the same amount of traffic. This is regardless of whether one or another system is used as the origin of its origin. But the ideal way to spend the minimum over time is to have a website with a good design and usability focused on conversion since its launch. A website that is able to transform the highest percentage of the visits it receives into sales, even if they are initially poor.
A website that applies a CRO strategy for conversion rate optimization improves in all aspects. And this improvement makes users consider new purchase options and come back regularly for their good experience. In addition, Google likes this, which positively conditions positioning, closing a profitable cycle that feeds back.
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In short, an improvement in CRO implies benefits that go far beyond improving the conversion rate. For these reasons, every day there are more sites that undergo a process of this type to make improvements on a quantitative and qualitative level.
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