What Is Conversion Rate Optimisation & Why Should You Always Be Thinking About It?

Let’s start by defining what Conversion Rate Optimisation, or CRO for short, is. CRO is simply a process of improving the way people take action on your website – be that filling out a form, becoming a new or returning customer or perhaps, clicking an icon to give you a call. Defining Conversion Rate Optimisation is simple, but actually putting it in practice can be much harder. In fact, this is a process in which you should be regularly thinking about when it comes to your website and how people are engaging with it.

3 Ways Conversion Rate Optimisation Can Improve Your PPC

By improving your landing pages and website, generally, you can positively impact all of the marketing you’re invested in. With this, your PPC activity can greatly improve with continual tweaks to how visitors navigate your website.

Better ROI

With a higher conversion rate, it means you can make better use of the budget you’re spending. By spending the same budget, you’re making your money work smarter and therefore, you can reapply these saved funs to encourage more customers.

Greater Trust

Brand trust goes a long way to the retention of your customers. In fact, if your customers have a bad user experience then they might decide to not return and try to find a better experience from one of your competitors. Alongside a good customer journey, you’ll also need to consider why your customers will want to return; is it further information? is it to re-order?

Improved User Experience

This closely links to the above points but if you can make it as simple as possible for your visitors to get where they need to be, they’ll feel great about their time with your business. If you have a formula that works, that’s great but you’ll need to continue expanding on it. Don’t rest on your laurels. It is crucial to continue making adjustments to your website and there is a number of things you can do to analyse it. These consist of:
  • Your PPC data
  • Google Analytics – use data from other sources (i.e. organic search, other marketing etc.)
  • Customer journey software (Hotjar, Mouseflow etc.)
  • Your customers!! (Ask them how they found their experience on your website – you can do this through email newsletters or by talking to them)

If you’d like some more information on how to improve your website’s CRO and how it can impact your PPC, contact one of our experts today.