What is Conversion Rate Optimisation (CRO)

If you're into Google Adwords you should already know the extreme importance of landing pages. Conversion Rate Optimisation (CRO) is the process of reducing lost website revenue from visitors bouncing or exiting your site. These could be visitors who may have completing a transaction, filled in a enquiry form or simply downloaded a product brochure, instead they were lost due to a poor site conversion rate.

Conversion Rate Optimisation originated from the need to improve lead generation and ecommerce sales rates. As competition amongst companies grew online and the cost of Pay Per Click (PPC) advertising increased, businesses had to ensure they were getting a return for the their online investment. They began by experimenting with alternative website designs to determine which layouts, copy text, offers and images would improve their conversion rate.

Ultimately you can increase the value of your existing visitor traffic without and maximise your sites ROI without spending an extra penny on additional traffic. The aim is to understand your visitors more so you can target them with relevant content. The main advantage of CRO has over Landing Page Optimisation (LPO) is takes the full customer journey into consideration it goes a step beyond conventional simple web page testing.