Online Marketing Conversion Rate Optimisation (CRO) is a process for improving your Return On Investment (ROI).
It all starts with your prospective customer, experiencing a problem – that your product or service can solve.
He or she may have seen your business in traditional marketing and advertising media – your ads on radio, TV, or newspapers – like the Galway Advertiser.
They will visit your website and do a Google search. They will consult with their friends and business associates via online social media websites like Facebook, LinkedIn and Twitter.
They may arrive on the Home page of your website, but more likely they will land on one of your internal web pages, the page that Google has determined to be the most relevant to the keywords that they used in their search.
They arrive via a “Click”. Each click does not translate into a visitor. But as long as you are consistent with using the same measurement across all the pages of your website to calculate your conversion rate, your statistics will be valid.
Just make sure that you have some analytics software (I recommend Google analytics to measure the number of visitors, and the source of those visitors. The traffic sources will be a mixture of the following:
* Direct – people who typed in the url of your website
* Referrals – people who arrive at your website from another website
* Search Engine Traffic – Google, Yahoo and Bing
* Email – if you have a mailing list for email marketing.
Some visitors may decide immediately that your website is not what they were looking for, and “bounce” back to Google. The bounce rate for each web page will help you to compare landing pages to see which are better at getting a visitors attention, so you can improve them or remove them.
Your website should be designed to lead your prospective customer through your sales process, or sales funnel. Your goal (the “Goal” to be set up in Google Analytics) is to get them all the way to your transaction completed, receipt or “Thank you” page.
This is your “Conversion”.
Your Conversion Rate is the percentage of visitors who make a purchase.
Compare the top landing page on your website with a badly performing landing page – call them Web Pages “A” and “B”. Compare the different traffic sources to each of them, and the conversion rates for each source.
Look at your entire sales funnel for the biggest holes. Which landing pages have the highest bounce rate, and lowest conversion rate? Which pages have the highest abandon rate? Fix these pages first.
To continuously improve your conversion rate, keep running tests.
The internet is not static – it is a dynamic, rapidly evolving, and constantly changing communication medium. I hope this video opens your eyes to the opportunity to simply measure and adapt to the change as it happens.
If you have enough traffic, you can run multivariate tests, but it may be best to start with simpler A/B split tests for most small to medium sized businesses.
To set up an A/B split test: Get your web designer to design alternative versions of your web page, then drive some traffic to the two pages, and measure the difference. You can do this with Pay Per Click advertising (Google Adwords or Facebook ads, depending on your market). If you are already getting enough traffic organically, then start with a high traffic page. Once you have enough traffic to give you a statistically valid result, you can choose the winning page. If it is the new page, then “promote” it to be the new “control” page, and design another variation for the next test.
You’ll be able to determine which marketing channel brought you your most profitable customers, with the lowest refund rate, and most repeat business. Which customer source brought the best Return On Investment? If you do not have this information about your customers now, but your competitors do, then they will outcompete you.
Google Analytics enables you to measure clicks, visits, bounces, abandons and conversions – and will even calculate for you the conversion rate of each online marketing channel, each source of visitors to your website, each landing page that your prospective customers arrive on. You can track that traffic through your sales funnel, to identify the web pages where people are abandoning your sales process. Pay attention to these website statistics and you will be able to optimize your conversion rate, and increase your Return on Investment.
If you have any questions, or would like to find out more about Online Marketing Conversion Rate Optimisation, visit
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