By Zieliński Jerzy

Conversion Rate Optimization (CRO) – what is it?

Who doesn’t want to increase the conversion rate? After all, that’s what we do all our marketing for – to ultimately sell more. Conversion Rate Optimization, or CRO for short, is a comprehensive approach to increasing the number and value of conversions.

Do you want someone to take care of increasing sales from A to Z for you? I work with web developers, SEO and Google Ads specialists. Contact me – we will prepare and implement a strategy to increase conversions.

What is Conversion Rate Optimization (CRO)?

Conversion Rate Optimization is the process of improving a website to increase the conversion rate. It sounds quite general, because CRO is comprehensive. We look at the site as a whole and change what might deter customers from making a purchase.

Conversion refers to turning website visitors into customers who buy or sign up for newsletters, download files, fill out contact forms, etc. CRO marketing involves analyzing data, studying user behavior and making optimizations to increase conversions. This approach will also work well for those who are seeing a lot of traffic to the site, but it is not translating into sales.

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Why is Conversion Rate Optimization so effective?

CRO allows you to achieve marketing success because it doesn’t focus on single actions, but a comprehensive strategy that maximizes return on investment. The focus here is not only on increasing traffic to the site, but more importantly on increasing its effectiveness. Better is less traffic that translates into conversions than a high number of visits by customers who do not take a specific action.

Key Elements of Conversion Rate Optimization

Data analysis and user research

CRO marketing is all about accurate data analysis. User behavior on the site should be studied by analyzing, among other things. traffic sources, navigation paths, where users leave the site, and the elements they most often click on. User research, such as usability testing or A/B testing, can provide valuable insights into what to improve on the site.

Personalization and segmentation

By personalizing content and segmenting users, you can better accommodate their needs. CRO Conversion Rate Optimization is based on, among other things. on determining what your target audience is – there may be more than one, so it’s worth betting on creating personalized content, offers and recommendations, which will increase user engagement and prompt them to convert.

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Content optimization

Content on the site is often treated as irrelevant and created in a rather haphazard manner. Meanwhile, content should be attractive, compelling and easy to digest.

Attention to quality content, including compelling offers, clear headlines or product descriptions based on benefit language, provide users with valuable information and increase engagement.

Optimization of forms and user interface

Contact forms or pop ups, unless they are done well or there are too many of them, can be frustrating for users and increase the rejection rate. By optimizing your forms, simplifying your processes, and eliminating unnecessary fields, you will increase your
conversion rate
. When implementing CRO, we also take care of the optimal user interface in accordance with UI and UX principles.

A/B testing and multivariate testing

A/B testing and multivariate testing are effective tools in the CRO process. They involve comparing two or more variants of a page or elements to identify which variant generates higher conversion rates. These tests allow us to continually improve the site and make optimizations based on data rather than what seems better.

Improve page load speed

Fast page loading is extremely important for users. Long loading times lead to frustration and discourage customers, thus increasing the
rejection rate
. Improving page load speed by optimizing code, compressing images and using faster servers can increase conversions.

Facilitating the payment process

For e-commerce sites, it is important to make the payment process as intuitive and seamless as possible. Removing unnecessary steps, enabling payment through a variety of methods, and ensuring data security increases trust, reduces shopping cart abandonment, and prompts people to complete the purchase.

Optimization for mobile devices

In an era of increasing numbers of users using mobile devices, it is essential to provide an optimal experience on such devices. The site should be responsive and adjust automatically to different screen sizes. Regardless of the device, the user should have easy access to the site’s content and features.

CRO marketing – examples

CRO Conversion Rate Optimization is used wherever the goal is to increase sales, i.e. for ad campaigns, landing pages, email marketing or SEO. Conversion optimization, above all, increases efficiency and ROI.

My experience shows that even such small actions as:

  • Change the color of the BUY NOW button,
  • Shorten the contact form to a minimum,
  • Adding personalized recommendations on the shopping cart page.

They can lead to an increase in conversions of up to 10-20%.

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Marketing is not bringing you the benefits you expect? It’s worth looking at conversions comprehensively!

Are you looking for someone to create and execute a strategy instead of relying on haphazard actions? Contact me!

About the author
Digital marketing multitasker. Eight years of experience. I combine Google Ads, SEO, content marketing, video marketing and influencer collaboration.

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I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.


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