Conversion Rate Optimisation
Conversion rate optimisation (CRO) is the strategic approach to improving website performance and boosting the percentage of visitors who take desired actions. By understanding user behaviour and implementing data-driven strategies, businesses can enhance their website's conversion rates and increase engagement. This glossary explores the principles and techniques behind effective CRO, providing valuable insights and practical tips to help you transform your website into a high-converting platform.
Discover how CRO can fuel your ecommerce services and drive meaningful results for your business.
What is Conversion rate optimisation?
Conversion rate optimisation (CRO) is a strategic approach to improving website performance and increasing the percentage of visitors who take desired actions. It involves implementing data-driven strategies and analysing user behaviour to enhance conversion rates and overall engagement on a website.
The conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, subscribing to a newsletter, or any other predefined goal. It is calculated by dividing the number of conversions by the total number of visitors and multiplying it by hundred.
A/B testing, or split testing, compares two versions of a webpage or element to identify which one better achieves the desired conversion goals. It involves randomly splitting the audience and presenting each segment with a different version, then analysing the results to make data-driven decisions.
Funnel analysis is the process of analysing the steps or stages that users go through to complete a conversion goal on a website. It helps identify bottlenecks, drop-off points, and areas of improvement within the conversion funnel, allowing optimisation efforts to focus on critical areas.
Heat maps are visual representations of user activity on a webpage, indicating areas of high and low interaction. They provide insights into where users are clicking, scrolling, or spending the most time, helping identify popular sections, user interests, and potential areas for improvement.
User Experience (UX)
User Experience (UX) refers to the overall experience that a user has while interacting with a website or digital product. It encompasses various aspects such as ease of navigation, page load speed, visual design, content relevance, and overall usability. Optimising UX is crucial in improving conversion rates by creating a positive and engaging user journey.
Multivariate testing is a technique used to test multiple variations of different elements on a webpage simultaneously. It allows for the evaluation of the combined impact of various factors on conversion rates, providing insights into which combination produces the best results.
Call to Action (CTA)
A call to action (CTA) is a clear instruction or prompt that motivates users to take a desired action, driving engagement and conversions. CTAs must be highly visible and persuasive, guiding users toward the intended conversion goal. Effective CTAs can significantly impact conversion rates.
A conversion funnel represents the series of steps or stages a user goes through, from the initial visit to the website to the completion of a desired action. It typically includes awareness, consideration, and decision stages, to guide users smoothly toward conversion.
Retargeting, also known as remarketing, is a marketing technique that involves targeting users who have previously visited a website but did not complete a desired action. By displaying personalised ads to these users as they browse other websites or social media platforms, retargeting aims to re-engage them and encourage them to convert.