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Turning Visitors into Customers: The Art of CRO

By itself, creating a website won't move the needle for your business. To be successful online you need to measure and improve the ways in which your website visitors turn into potential clients.

Basically, if you aren't measuring what website content and user experience is (or isn't) working, then you can't improve it.

This is where Conversion rate optimization (CRO) comes in.

CRO is the practice of measuring and increasing the percentage of website users to take your desired action, like filling out a form, making a purchase, scheduling a consultation, or signing up for a newsletter. CRO is measured by dividing the number of targeted actions by the overall number of visitors. For example, if you have 100 visitors on your website every day and 1 of them fills out your contact form your CRO would be 1%.

By measuring CRO, you can identify the strengths and weaknesses of your website and make data-driven decisions to improve its performance.

CRO: Step by Step

Determining your website's goals is the first step in putting CRO into practice. This can be contact form submissions, downloads, purchases, newsletter sign-ups, or other desirable actions on your website. After these goals have been established, we analyze user behavior to spot friction points or conversion barriers.

To understand how people engage with the website web mostly review website analytics or use heatmaps and user session recordings. Finding out where and why users are losing interest or becoming stuck during the conversion process is crucial.

Creation and testing of hypotheses

We can create assumptions about how to enhance our user's website experience and boost conversions based on this information. These enhancement can be changes to the layout, copy, calls-to-action, or any other aspect of your website.

For example, if we were performing CRO on an eCommerce website we could assume that by making the checkout process simpler more people will make a purchase. We then put these theories to the test using A/B testing to determine which modifications have the greatest impact on conversion rates. This involves serving up alternate versions of web pages to a sample of consumers to see which one converts the best.

Putting Changes Into Practice and Tracking Outcomes

We will typically run a test for 30 days and once complete implement whichever web page version had the higher conversion rate. We can then run the experiment again with a different assumption. Continuously iterating and improving your pages can have HUGE effects on your bottom line.

The Advantages of CRO

CRO, when done properly, will directly increases the leads/sales from your website and improves the ROI of your marketing activities.

Here is where you'll benefit.

Other Elements for Successful CRO

In addition to the measures stated above you can improve your website's personalization, mobile optimization, trust-related variables, and user engagement:

Conclusion: CRO Continues to Be Important in Digital Marketing Plans

CRO is an essential part of every digital marketing plan. You can increase your leads/sales on your website, enhance customer satisfaction, get a better return on marketing investment, and set yourself apart from rivals by concentrating on enhancing the user experience and boosting conversions.

Although the initial time, effort, and resource commitment to CRO may seem overwhelming, the long-term rewards are more than worthwhile. CRO helps you stay ahead of the competition as well as expand and flourish online by consistently testing, iterating, and optimizing your website.

Keeping the user at the center of all decisions is, in the end, the secret to CRO success. Businesses may design a seamless, personalized, and interesting user experience that encourages conversions and produces results by understanding their customers' needs, behaviors, and preferences.

If you are ready to optimize your website and increase your conversions, contact us today to schedule a free consultation.


Noah Britton

Hi, I'm Noah Britton, the founder of Thrive. I focus on understanding our client's goals and proposing solutions including branding, website design, and marketing. After 20 years in business, I've earned the grey hairs and expertise needed to knock your project out of the park.

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