Chances are! your website isn’t a work of art. That’s not to say there weren’t artists working on it! but its purpose isn’t to just sit there and look pretty. The underlying goal is for the visitor to take an action that benefits you and your business. 

Very simple! right?

It sure sounds simple! but the methods behind attracting the right visitors and presenting engaging content in a layout that triggers a conversion are more of a science than an art! and that science is called Conversion Rate Optimization (CRO).

What is conversion rate optimization?

While the term does a lot of the work when it comes to understanding what it does! CRO is best defined as The process of getting your content and website to work together to increase conversions by engaging your audience through design and content.

The definition is a bit broad because it job function or professional person and industry email list relates to the goal of the effort (this is what we call “conversion”). Your goal could be for your visitor to sign up for your product! add their email address to your newsletter! sign up for a webinar! or purchase a product! to name a few.

But there is a key to successfully implementing a CRO methodology! and it largely depends on one of the words in its definition.

Most people focus on the conversion aspect of CRO methods! but this sets you up for short-term success without a plan for long-term growth because the goal is more important than defining the process .

By defining a coherent process to move CRO forward! you have a much higher chance of optimizing your conversion beyond the “easy wins” that can be achieved through preliminary marketing. An organized approach and defined methods top homepage design elements to increase conversions to optimize your conversion rate will produce better results because you control more variables along the way.

This too is a science! not an art.

The value of working with CRO

Before we discuss the details of implementing alb directory and developing your methods! let’s first attest to the value of dedicating resources to this initiative.

While implementing virtually any headless marketing strategy will result in some success! not having a process and backbone in place will make it difficult and costly to continue developing that strategy! and not do so.

Using a CRO tool and methodology produces a staggering 223% return on investment (ROI) . Additionally! 7 out of 10 marketers use results from CRO when making other marketing decisions.

So the question is rather: Can you afford not to implement CRO?

Examining a CRO workflow

Before we discuss how to improve our CRO efforts! let’s define an example optimization workflow so we can see it in action.

UX audit

You want to look over your website as if you’ve never seen it before. In fact! you can even hire services to do this for you! so that your own biases and understanding of your site don’t affect what someone else might (or might not) see on their first visit.

A lot goes into the UX of a site! even what some might call UI – colors! fonts! and shapes can have a huge impact on a conversion! which is why I can’t stress enough that sometimes “style” needs to be pushed back in favor of a measurably superior design that lacks the same flair.

Create a hypothesis

After testing! you should be able to come up with a hypothesis based on tweaking or completely changing something on your website. Be sure to control what you change to limit the variables between your conversions. 

For example! your call-to-action button might be a green rounded rectangle that says “Get Started.” If your hypothesis says that changing the text from “Get Started” to “Try Free” will result in an increase in conversions because (your proposed line of thinking) this stated change represents the scope of work for this workflow and should be the only adjustment made during the A/B testing phase.