Conversion rate optimisation (CRO)

We often see company websites that get thousands of clicks a month, but only a handful of enquiries. CRO can turn more of those clicks into conversions.



What is CRO?

CRO is the process of improving a websites effectiveness to increase conversions. It involves testing and measuring the performance of a website and making changes to get more people through the buying process or filling out enquiry forms. A conversion could also be getting people to complete an action on the site, such as visiting a particular page, signing up to a newsletter or downloading a PDF.

The most important take away on this subject

The most important thing to remember about CRO is this. It will help your website to make more money without increasing your advertising spend. CRO helps you make more money from traffic you’re already getting.

CRO can have a big effect on SEO

Increasing the conversion rate of your site will improve the profitability of any types of advertising that lead back to the website, but it could also help to increase your rankings in Google. Googles’ most common advice to business owners and marketers is to create a quality site and not worry too much about specific SEO ranking factors. When it comes to getting results that’s somewhat vague advice that could be taken a number of ways. However, it does suggest that Google will reward higher quality sites with better rankings.

How does Google measure what a quality site is? There are a few ways that they might do this including:

• Spelling and grammar
• Sufficient well written content
• Ease of site use, including site layout, menu structure and design
• Click through rates in search results
• Bounce back rates from search result clicks

These are all factors that can be influenced by CRO. Testing and measuring the performance of the site and then making changes to improve it will directly affect how Google sees your site. CRO can be a cyclical process which sees conversion rate and profitability increase which can result in better rankings and more traffic with which to increase profits.

CRO for your business

Conversion rate optimisation (CRO) is a service that we include with all SEO campaigns with spends over £500 per month. However, if you’re not looking to sign up for SEO get in touch via our contact form to request a quote for your site.

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