Supportsoft Glossary

Conversion Rate Optimisation for Higher ROI

The 'conversion rate' gives you an idea of how many people who visit your site accomplish the task you want them to (for example, registering for an account, subscribing to a newsletter, or purchasing something). The conversion rate is a crucial measure when evaluating digital (web) sites, applications, and digital marketing.

Conversion rate optimisation (CRO) uses information about how users interact with a website or application to make changes that may improve conversion rates. Some of the most common methods of CRO include A/B testing, making changes to user experience, improving content on sites or applications, and improving performance.

For companies that provide IT and other IT-related services, CRO helps them get the most from the traffic coming to their sites by converting those visitors into qualified leads or customers. To accomplish this successfully, CRO typically requires collaboration between user experience designers (UX), developers, and strategic marketers so users can navigate through the user experience smoothly.

Analysis of user behaviour, along with analysing data via web analytics tools, helps organisations continuously enhance digital touchpoints. The successful application of CRO will typically generate higher returns on marketing spend, decrease customer acquisition costs, and enable sustainable growth for the organisation.