What Is CRO and Why Is It Important?

What is CRO? As we just discussed in the previous step, CRO, not to get mixed up with SEO, stands for Conversion Rate Optimisation.

CRO is the process of optimising a website to increase the number of conversions it produces.

Example of conversions includes:

• Sales
• Form submission
• Phone call

When someone lands on your website, there should be one main goal you have for that user:

Is that goal for them to buy one of your products? (which would be considered as a sale)

Is the goal for them to submit a form submission?

Maybe its for them to call you?

Regardless of the goal, these are all different forms of conversions you can have on a website.

Why is CRO important?

Imagine working super hard and putting in a lot of work to get your website onto the first page of Google and then when you get there, you don’t generate any additional enquiries or sales..

Just imagine how frustrating that would be!

CRO allows you to prevent this from happening by optimising your site to ensure you convert your traffic into enquiries.

Determining Your Main Goal

Before you can optimise your website for conversions you need to determine what your main conversion goal is. Once you’ve determined this you need to make it as easy as possible for someone to complete your conversion.

E.g if your main conversion goal is to generate more phone calls and enquiries then you need to make it super easy for people to get in touch with you.

There is actually a saying which people say in this industry:

“If it takes the visitor more than three seconds to find your phone number then it’s not in the right place.”

If users are struggling to find what they’re looking for, struggle to navigate around your site or simply have difficulty using your website then it’s not set up correctly.

Comment below in the discussion box what you think a local plumbing company would have as their main conversion goal.