As a relatively new field of marketing, conversion rate optimization does face a certain amount of doubts. Here are a few common questions that CRO raises:
Is CRO necessary for any website?
Conversion rate optimization can be applied on any website that has a certain amount of traffic, or that wants to prepare for the moment when it will get the desired traffic. With conversion optimization the focus switches from getting more organic or paid traffic, to fully taking advantage of the present traffic.
The only business who wouldn’t need CRO is the one who has fully reached its potential, who has enough customers and does not need to optimize its marketing budget. But truly, a business is supposed to evolve continuously and increase its level of efficiency. And conversion rate optimization is a tactic who by definition is trying to increase efficiency by obtaining a good ratio between the acquired traffic and the final number of customers.
More importantly, CRO techniques are adapted to each website’s profile, its history, the target audience and the traffic it gets. Optimization is a continuous process that means analyzing, drawing conclusions, testing and further improving. It has campaign objectives, but can go on forever and accompany all marketing actions.
Can CRO really have a significant impact on business revenue?
CRO is a technique who is directly tied to revenue and optimizing the revenue a website gets from its online marketing investments. Its power lies into the ability to increase the number of customers without further requiring more traffic investments.
Optimization has very tangible results. It works on improving key performance indicator like the Average Order Value, the Cost per Customer, and of course, Customer Lifetime Value. All these with one final metric in mind: Return on Investment.
Who can do CRO?
CRO works with data and with analytics. Depending on the websites amount of traffic, a conversion optimization specialist must deal with medium or huge amounts of data. This does not mean that you will need a statistician or a mathematician to interpret your data. Most of the time, CRO requires marketing knowledge, experience and intuition. You have to know what data to follow and extract, and how to draw insights. First, you have to be familiar with the website, its marketing objectives, the type of audiences and the business direction it wants to follow. Second, CRO is a cross-disciplinary domain: it works on the website as a whole, by trying to improve user experiences, the offers and their level of persuasion.
In conclusion, one option would be to let a conversion optimization specialist or an agency to manage it. However, marketers can also create and follow internally CRO projects. The broad range of available tools for CRO makes this tactic even more accessible.
So find the right tools and your courage and start analyzing and testing for conversion rate optimization.