Digital marketing agencies and teams are constantly analyzing how to get a higher return on investment from their efforts. Luckily, Conversion Rate Optimization (also called A/B testing or “CRO”) is an old but extremely valuable experiment to test and with new tools, has become painless to set-up on your website. Yet, I still hear about brands changing elements on their website by guessing, instead of setting up a Conversion Rate Optimization experiment. I have no doubt your Marketing team has a good hunch about what the change will do, by why leave it to chance when you can support a change with data? This blog will break down what Conversion Rate Optimization is, what benefits it brings you, and conclude with website elements that create good CRO tests.
If you are running paid advertising campaigns to boost leads or generate sales, then Conversion Rate is probably a metric you look into frequently. Conversion Rate is telling you how many people saw and clicked your ad against how many people converted. If 10 users clicked my ad, but 5 bought something from my website – my Conversion Rate is 50%. This is a great way to measure campaign efficiency, especially if you are trying to stay within a tight budget and keep your Cost per Conversion low.