Conversion rate optimisation (CRO)
Bringing science and discipline to continuous improvement of your website’s conversion potential (performance against key performance indicators)
aka: making your website sell, effective web design,
Almost synonymous with: website testing, website planning, persuasion architecture, continuous improvement, split testing, user testing, wire-framing, calls-to-action
Not to be confused with: website programming, graphic web design, procrastination
There are two ways to increase website sales: get more people onto your site or simply make better use of those already on your site
Just because you offer the ability to buy online does not mean your customers will buy. Just because you have a contact form doesn’t mean people will fill it out. You need to persuade people to do it, and website testing should be the first step.
- Identifying problems: user testing and analytics
- Making changes: split testing
The priority in CRO is to identify the biggest problems and implement easy rather than perfect solutions, and in CRO all website changes are tested. We can then discover which variation performs better to statistical significance and the effect that this will have on your overall conversion rate!