Conversion rate optimization (CRO) is an important concept in web marketing.
Correct understanding and strategy are essential to improving the indicators and maximizing the revenue of media and EC sites.
Here are three tips you can use right away to increase your conversion rate.
What is Conversion Rate Optimization (CRO)?
CRO is an indicator related to results (
), which is the main purpose of a website.
Because it is a factor that affects final profits, it can be said to be as important a measure in web marketing as the number of customers and repeat rate.
Meaning and concept of CRO
CRO is a measure to increase conversion rate and optimize the number of goals.
Conversion rate (CVR) is calculated by dividing the number of conversions by the number of traffic.
Generally speaking, if you simply want to increase your CVR, you can achieve this by cutting off only the traffic that is difficult to lead to results while maintaining the number of conversions.
However, improving the numbers alone does not necessarily lead to an increase in the bottom line.
CRO is a measure that improves the overall site structure and route by quantitatively and qualitatively analyzing user behavior and site indicators to increase conversion rates and increase revenue.
3 CRO measures you can use from today
What specific measures are effective for CRO? Here are three points you can use right away.
●AB test
AB testing is a method of preparing two versions of a website that change only specific parts and testing which one is better.
For example, divide the text that leads to LP into two types: “Free application” and “Request for information” and compare the inflow effect.
For both LPs and application forms, there are cases where the action rate can be improved by changing detailed copy, font color, and images.
AB testing is a standard in web marketing, but it is not enough to compare everything to perform CRO.
These three elements are particularly effective when it comes to CRO.
・ Conductor/route
・CTA
・Input form
The key is to target areas that are close to conversion and items that lead to the goal.
●Understanding the conversion path
Understanding the path to conversion is fundamental to CRO.
In web marketing, we generally design the site structure and then start creating the site.
However, as a result of increased content and various measures, there are cases where the originally planned route has changed.
It is also effective to use Google Analytics to analyze the discrepancy between actual user movements and the direction the creator intended.
There may be cases where an unexpected lower-level page is displayed higher in SEO and traffic has increased, but the exit rate is still high, and if you make some improvements, you can expect to transition to LP.
Periodically re-examining and adjusting the target route in this way is an important point in CRO.
●CTA improvement
Improving your CTAs is also effective. CTA is an abbreviation for “Call To Action” and refers to banners and measures that encourage users to take action, such as purchasing a product.
On many websites, this is placed at the bottom of the page or in a fixed footer, where it is easy to encourage the next action.
The points to pay particular attention to are the location and content of the CTA.
The correct location is to place it where the user feels like they want to click right away, which relies on human intuition in addition to data analysis.
Content refers to creative elements such as colors, text, and images, and objective comparison through A/B testing is effective.
In an environment where both SEO and PPC are becoming increasingly competitive, if you can accurately guide visitors, you can expect to improve cost-effectiveness.
Don’t fail with CRO! Perspectives on site structure optimization
One of the reasons why CRO fails is because they focus too much on individual, detailed metrics and lack the awareness to create a system for converting the site as a whole.
For example, terms similar to CRO include LPO and EFO. LPO (Landing Page Optimization) is a measure to improve the structure, copy, and design of an LP.
EFO (Entry Form Optimization) refers to measures that optimize the navigation and input fields of application forms to make it easier for users to complete the entry of personal information and payment information.
It is true that individual measures are important, but if there is a mismatch in which advertisements promote ease and convenience, LPs are luxury-oriented, and input forms are cumbersome with many fields, this will likely lead to customers leaving the site. .
In order to achieve final revenue and profit targets, it is effective to adopt a CRO mindset that optimizes the overall path to results, rather than focusing too much on individual matters.
summary
◆CRO is an overall measure to increase the conversion rate and optimize the number of targets.
◆ The three most effective measures for CRO are A/B testing, understanding and organizing conduction routes, and improving CTA.
◆In CRO, it is important to design the entire site, not just individual improvements such as LP and input forms.