What is Conversion Rate?

When we say “conversion rate”, we are referring to the percentage of visitors that perform the desired action on a webpage. It may be buying a product, scheduling a service, signing up for a free trial…doing what you ultimately intended them to do.

So what is Conversion Rate Optimization (CRO)?

Simple.
Step 1 – Find out why some visitors aren’t converting.
Step 2 – Fix it.

…After all, what good is quality traffic if it isn’t converting into sales, calls or signups?

So how do we increase your conversion rate?

We identify and correct the issues that are leading users to abandon a given page. Potential issues can include design (messy, complicated, etc.), copy (are you writing for your audience?), calls to action (is it clear to users what they should do?)…the list goes on.

We identify these issues by running either A/B tests, or doing Multivariate testing.

A/B Testing -

If you had two different calls to action you’d like to try out, you could run an A/B test.

• Half of your visitors would be shown a page with “Call to Action A”
• Half of your visitors would be shown a page with “Call to Action B”

We analyze the results and see -

• Call to Action A converts 18% of users
• Call to action B converts 12% of users

The page with Call to Action A becomes the permanent page.

Multivariate Testing -

Multivariate testing enables you to test several components of a website to determine the optimal combination for increasing conversion. But unlike a traditional A/B split test, which tests one page versus another, multivariate testing enables you to test the combination of elements on a page and then will determine the optimal combination of those elements for increasing conversion.

Interested in improving the conversion rate of your website? Contact us.