On average, only 2.48% of web traffic converts the first time. This number is minuscule in the scheme of things. A conversion can be considered as any action the website wants the user to take; a sale, enquiry, download, subscribing or phone call.
So what happens to the other 97.52% of users who leave your site? Are they lost, gone forever? Not necessarily, there’s way to recapture those lost users through retargeting and email. However we’d consider any web visitor as important, even if they didn’t convert in the way we wanted them. They’ve provided us with insightful data that we can use, and this is simply them being on our website.
Conversion Rate Optimisation (CRO) is the process of analysing website data, hypothesising, testing, tracking and measuring, in order to improve the percentage of visitors that convert on your website. Thus, improving the user experience (UX) on your website. As you continually learn and understand how your users navigate and interpret the content on your website, you can continually improve the content that you serve to them.
There are multiple CRO tactics and methods that can be undertaken in order to further understand your users and how they interact with your website. Many techniques will allow us to understand how they engage with your content and call-to-actions (CTAs), or learn about what they’re struggling to find, and where they are exiting the site.
Whether your business generates minimal traffic or massive traffic website numbers, each one of those users is crucial to your business. This is because we can learn from each one of those users. Each one will contribute to your website data in one way or another:
We can learn what your users are doing by segmenting the traffic, understanding their movements and adjusting and optimising content to suit.
A/B testing is simply the comparison of 2 different messages. The element that converts better is generally deemed more successful and continually used.
User experience (UX) is the process of continually optimising your website to further improve the usability for the end user, thus resulting in better conversion rates.
A call-to-action (CTA) is a prompt on your website informing the user to act. This is normally displayed in a clear, convenient format so that users can take desired action.
A conversion can be a number of things. Generally considered to be a user taking a desired action on your website; a sale, enquiry, download or email sign-up.