Synonyms: CRO, Conversion Optimisation
Conversion rate optimization (CRO) is a complex, systematic process by which demographic and psychographic data is leveraged to understand consumer behavior. These customer insights are used to generate customer type profiles (persona’s), and a customer journey map for each persona. Content is then created to speaks directly to that persona’s pain points and needs. From the understanding gained from these activities a conversion funnel can be built, enabling onsite retargeting to initiate microconversions, intervening at exactly the right moment in order to give consumers exactly what they want.
Right Person, Right Place, Right Time, Right Message
Its all designed to fulfill the purpose of building trust in the website and brand. The ultimate goal is to increase your website conversion rate by doing all the above, thereby increasing personalization of the consumer journey. The process of CRO gently nudges the visitor down the conversion funnel from being a website visitor to the point of becoming a customer and beyond to becoming a repeat customer and then a brand advocate.
There are several critical additions to this description.
- CRO is an ongoing process, it can’t be just done once and left because over time it will become less effective, old and outdated as consumer behavior changes.
- CRO efforts are not about advertising but rather are a necessary precursor to advertising, Google Ads, Facebook ads etc. Without doing your CRO first your ads are not going to make the biggest bang for your buck (far less effective). This is where a lot of people go wrong and don’t even realize it.
- Content titles must be AB tested, just as the onsite retargeting messages and offers must be. Throughout the entire consumer journey, down the conversion funnel, every microconversion must be AB tested to ensure optimal conversion rate.