what is the pupose of a conversion rate optimization

Empower your online business with the tech-blessing of CRO-Conversion Rate Optimization

Dwelling in the tough shores of the world of the internet is not as simple as one can imagine. Whenever you feel you have gone that extra mile, something, more challenging goals emerge in the showground. To stay in the competition and relate to the evolving fight, digital marketing of eCommerce websites necessitates better strategies, additional tech features and more brainstorming modules.Be it booking movie tickets, selling baby products, offering on-demand solutions, or simply creating an apparel store, online eCommerce has developed into something that is beyond just convenience shopping. Each pixel and each word on an eCommerce portal matters for owners who wish to increase their ROI. And to turn a user’s decision to buy products, one needs an effective digital marketing approach. One such efficient approach that calls for attention is Conversion Rate Optimization-CRO.

What is CRO?

If you have been in the shoes of a marketing manager, you must be aware of the term CRO. In simple terms, it is a process of creating an online experience that causes a great percentage of users who convert into regular customers of your eCommerce portal.  It is a fact that CRO is often something that lacks the attention of online marketers.

If we trust the facts, only 39% of marketers consider conversion rate optimization to be a priority in their eCommerce marketing strategies. Further, It is visible that the spotlight for them comprises social media, search engine optimization (SEO), branding and viral effects. While all marketing initiatives are significant in their own way, CRO is here to take a far more prominent role in the toolbox of an eCommerce marketer.

CRO is a technique in which a designer or developer and a content creator work together to make the website look more appealing and engaging for its users. The process involves editing the content, highlighting the points, designing the content page and several more aspects. The single purpose of CRO is to drive more conversion rates with the help of eye-catching page layouts complemented with engaging content.

So one must think about why CRO is so important? What is the reason it is regarded as an essential element for eCommerce websites? What lies in the process of conversion rate optimization? Get ready as all of your answers will be answered here. So let’s start with the facts that show why CRO is a must for eCommerce marketing:

CRO is a part of the plan that guarantees to work

There are plenty of online marketing strategies that promise to deliver but actually don’t work. Much often, the scenarios involve a marketing manager coming up with a new idea and executing it only to see that nothing happens. Marketing is more logical than imaginative. Yes, imaginations do play a part at some point in time but the basis of marketing involves making calculations and evaluating results. Fueled by analysis, built by metrics, and polished by tests, results and evaluation, marketing is an exacting science. And so is the tech-blessing we call Conversion Rate Optimization.

A significant method applied by CRO is the split testing module, also called A/B testing. In this method, controlled settings determine which version of a single site gets more conversion, mostly named A or B. This test also helps in identifying which of the two variants are responsible for conversions uptick.

As you can see, the whole process of CRO comprises less of marketing imagination, but more of results, numbers and outcomes in terms of conversion rates. This implies that CRO is a trustworthy plan that always works.  By conducting tests and evaluations, conversion optimizers can improve the conversion rate of a portal by 25%, 75%, or even 100 %.

CRO drives powerful ROI

So, here’s a common question for all marketers–what marketing strategy drives the best Return on Investment?

If you are searching for a tool that attracts through-the-roof ROI, you would have easily focused your budget and efforts on it. And CRO is that tool. Here’s how CRO has the solution to this problem:

When it comes to converting your users into potential customers, CRO can act as a charm. It should be kept in mind that CRO won’t attract customers, but turn them into regular ones. Hence, when using CRO, you already have a plus point. You already have the raw materials that empower your marketing initiatives. Also, this leads us to the question of the revenue you would want to invest in the process of CRO. Since CRO is all about improving your existing content and optimizing it on the eCommerce site.

As visible enough, RO doesn’t cost much to improve an already existing content, re-write the headings, edit the tag lines or add some punch lines for an eCommerce product. If one plans to do it himself, it will cost just a couple of hours per day. If he hires a content writer, it will cost a few dollars. Either way, CRO has offered copious benefits with very little input increasing ROI. It is quite noticeable that conversion rate optimization allows you to flourish your online business with little effort and less money.

CRO creates noticeable improvements

Every one of us has heard the most common marketing complaints of all time–‘our organization tried it and it didn’t work’. This is the grievance that most marketing manager shows when the talk is about SEO, social media, video marketing and all other marketing techniques. A given tactic might not work in a given situation at a given point in time. So how does conversion rate optimization stands out in this picture?

CRO, unlike other marketing tactics, has emerged out as a notable exclusion in the field littered with miscellanies of tactics that ‘don’t work’. CRO is based on improving a website’s performance to attract customers through patient yet rigorous analysis. Studies reveal that no website has a 100 % conversion rate as of now.

It seems an impossible thing in the world of digital marketing. Many sites show the slightest of conversion rates ranging from 1% to 5%. And this rate is considered to be good. This means that there are still lots of improvements that can be done to enhance the conversion rate. This is where conversion rate optimization comes to play.  It finds out and addresses those areas of improvement that drive ROI. It further tests them, analyzes them and helps the number rise.

Conversion rate optimization creates improvements that are measurable which means that they are easy to notice. You can easily witness your conversion numbers grow, even if the raise is by a small number. And this will make you realize that your strategy is finally working and is on the right track.

The influence of CRO keeps increasing with time

CRO is not an unwavering process for it keeps on changing with the passage of time. It is essential to note that your ROI will increase over time with CRO in the process. CRO refines itself entirely with each split testing and with each multivariate cycle testing.

It gives you higher rewards every time. For e-commerce websites, CRO plays a major part as it retains customers on the page and allows them to click the desired action button. Various researches have shown that the multitude of influences imparted by CRO on an eCommerce business increases with time. The more time you give to the optimization, the better the optimization comes out to be. If you do it for a long time, you will get many positive results.

It is said that the best time to plant a tree is a decade ago, and the second-best time is now. So, think of it once, how much time you are wasting by not optimizing your eCommerce portal for conversation rate? Every day that passes without opting for CRO is a day of lost potential capital. So, all in all, it makes sense to adapt CRO as quickly as possible and get the ball of the digital market rolling in your favor.

The bottom line  

CRO is not a fool’s errand. In fact, it is opulence that should be availed by every marketer. While all marketing strategies have pros and cons associated with them, CRO comes with minimal risks. The digital marketing arena is too fickle and in such an arena where every step should be taken with immense precautions. CRO proves to be an explanation of how to gain ROI with less investment. The process of CRO should be given a respectful nod by all marketers if they wish to join the race of digital marketing.

If you are still looking for reasons to adopt CRO in your marketing strategy, here is the simplest one. It will put you ahead of your competitors. Summing it up, it is important to remember that not many marketers are going for CRO, as mentioned earlier. This means that if you realize its importance, you can easily leverage the benefits of CRO and stand out from the crowd in no time. If you start doing it now, you will stay ahead of the game in the upcoming years. If you are already doing it, you will be nearing the zenith of digital marketing success in the future.

Author: abhishek tuteja

Content writer with sky in eyes and nature in heart, living life learning each lesson per day.

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