CRO – Conversion Rate Optimisation – What you need to know

CRO – Conversion Rate Optimisation – What you need to know

What kind of action (Conversion) do you want to happen?

What is the purpose of having a website where visitors leave without performing some kind of action. Your website should be set-up to encourage visitors to take action.  ‘Conversion Rate Optimization’ (CRO) looks at how best to keep you users on your page.  The guide them to the place you want them to perform an act (conversion). Think of it as using technology to coax and influence your visitors to do something on your site.

CRO can highlight weaknesses of your websites design. For example the user journey and functionality that prevent your visitors from converting. CRO is about improving and optimizing the user experience and user interface. UI and UX.
By making some simple improvements you can increase the number of users who convert or do something you want. A conversion can be any of the following: sign-up, make a purchase, complete a survey. Or perhaps download an eBook or subscribe to a newsletter.

This article is about optimizing conversion rates to reduce page drop off numbers. It covers the best ways to retain page visitors and guide them to perform an action on your website.

latest Techniques for CRO

There are numerous new techniques and tools available for CRO. What’s important are the ones which will work best for your site.
It’s worthwhile conducting your own site audit by asking yourself some basic questions such as:
Would a new visitor know immediately what business we do?  Can we make our services clearer and more obvious?  It is easy and friendly to navigate?How many click or steps does it take to reach the conversion page?

Then ask yourself what are 3 things do i like about other websites i visit and can they be applied on mine.

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New users have low to no tolerance for long page loading. Some experts suggest a threshold of 2 secs before drop-off rates increase.  47% of users expect webpages to load in 2 seconds or less. 40% will give up on a page that takes 3 secs or more.

Think about your own browsing behaviour and patience for page loading time.
It’s an easy one to test and an easy one to fix. It could be changing your host services to a local in country server to speed up load time. And for the visitors that decide to stick around, be careful slow load times can deter them from returning in the future.
Some statistics show, 79% of customers won’t revisit a website with long page loading.
There is a good example involving Walmart’s online site, where for every 1 second of load time improvement it increased conversion rate by up to 2%.
For every 100 milli seconds improvement, incremental revenue grew by up to 1%.

Next inspect your your homepage for overloaded image carousels. These sliders with over 5 images can slow your site. If there are social media feeds directly linked to another network such as twitter. Also search for any dynamic features, like animation plugins which can also cause excessive page load time.

A.I. powered Chatbots

Some users don’t have patience to make an inquiry telephone call. Especially if they have to endure an automated answer machine. So a few moments spent on a chatbot is a good alternative. Chatbots are immediate and direct, ideal if you are making an inquiry for a call back with the information. Chatbots also have limitations to what information they can store.  Naturally there are some inquiries that need a telephone conversation. In these cases leaving a number for a call back is more suitable.

UI and UX

Review your sites’ navigation. How easy can users reach your conversion page?
Do you need to have a better Site Search window? Perhaps better users interface. By checking the analytics it’ll show you user movement and behaviour.

AB testing

Try A/B testing, by creating 2 versions of your web page or feature and run trials to monitor visitors movements and behaviour on both versions. The results will indicate the preferred user interface and best performing version.  There after you can adapt and apply as your revised version. These small by important modifications will improve your conversion rate.
For these tests to be done successfully it’s best to use a professional like,

Optimize your site for all browsers and devices.

Modern sites are mostly fully responsive with all browsers and devices, but it’s worth checking if your site is too. Take a look at your site traffic to see users devices and browsers, then make any necessary changes to optimize and accommodate these users.

Less steps to conversion

Send users direct to the conversion page, and see a reduction in drop-off rates. By removing the barriers and navigation steps you increase your conversion. Imagine for a moment the image of a busy Mom, multi-tasking in her kitchen, cooking, and juggling kids. All this whilst simultaneously trying to use her mobile to make an online purchase. If you help make her journey user friendly enabling a quicker conversion with less steps/clicks you will succeed in helping all your users experience.

Rejoiner campaigns

This is especially relevant to e-commerce sites when conversion on a purchase was almost achieved but for some reason failed. Otherwise known as ‘cart abandonment’.  Today there is software that uses the visitors email ID can instantly send email incentives to get visitors to return to and complete the purchase.

Real time Notifications

This is a low cost feature that helps you communicate with your visitors. By displaying real-time messages and notifications. For example if a visitor does something, performs an action you can show a pop-up message.  Take for example a suggestion like a tip, reminder, a discount voucher or a CTA button.

Instill faith and trust

Brand association and the ‘rub-off’ benefits from a reputable brand can not be underestimated. If you have a partnership or collaborated with another brand then you should include their logos on your site. Also consider displaying security icons and client logos. Particularly if they are well known brands that may be recognised. Brand association can elevate your profile if you can use well know names. Think of it like punching above you weight. New visitors will be comforted and assured by familiarity. If they see a brand they recognise and trust they are more likely to convert.


Conversion Rate Optimization Agency

Whether you are on a limited budget Conversion Rate Optimization is seen by some insiders as relatively cheap. A cheap way of getting more for less. Your efforts and resources could be better used by increasing conversion CRO rather than spending more on driving traffic to the site. Optimize what you have, rather than trying to have more.

Think of the following scenario

Think of the following scenario with traffic of 1,000 visitors to your website. Let’s say you get 2% of them to purchase a product resulting in 20 sales. Now, let’s say you want to double those sales figures, what are your options? Either you can either double the traffic which can be very expensive. Or double the conversion rates (which can be much cheaper than the former).

Delayed, Rescheduled or Cancelled

On a high traffic e-commerce site Conversion Rate Optimization applied professionally can have a major positive impact on converting your users. The same rules apply to most sites. Even on a low traffic site there are some very obvious ways to ensure users are able to reach the most important parts of your site. CRO is about removing any barriers that prevent users from reaching your conversion spot.
For e-commerce conversions on a site are product purchases. Whereas other sites it may be completing a survey or signing up to something. Example a enter your email ID for a newsletter, a promotion or an e-book).

For e-commerce conversions on a site are product purchases. Whereas other sites it may be completing a survey or signing up to something. Example a enter your email ID for a newsletter, a promotion or an e-book).

To increase conversion rates businesses have 2 options either invest heavily to boost traffic to their site. Or alternatively improve their sites ability to convert visitors. Persuade a visitor to perform the function (conversion) by way of optimization.

By making just small improvements to your site design, functionality and usability you can increase conversion rates substantial. This is possible without having to invest in spending on expensive campaigns for more traffic. Furthermore it’s a one time change improvement.
Once you identify the weakness and make the corrections it’s done and dusted. You can then audit the site every 6-12 months to see if there’s room for improvement.
It’s wise to outsource  to professionals who can study users movement and behaviour.
Just like all technology CRO is evolving at pace and what’s relevant today may not be tomorrow.

If you have a high volume of B2C  e-commerce site then it’s worth considering hiring a professional. A professional whos core competency is CRO. If you don’t have the budget for this then you can do some basic optimization in-house by applying some of the techniques above.

About Sandpaper

At  Sandpaper we put online traffic at the core of a digital marketing strategy. We been around long enough to realise generating traffic is only worthwhile if it can be converted to leads. In the 10 years of service Sandpaper have managed a stay ahead of the competition by developing and tailoring results based digital marketing to a loyal client base in the UAE. Our regional experience in the United Arab Emirates is backed by an affiliation with a UK office that provides support in specialist areas of digital marketing.