Chapter 5. Conversion Rate Optimization
Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action.
CRO uses a wide variety of techniques, including persuasive copywriting and credibility-based web design, to convert prospects into buyers. By planning, designing, and optimizing your website to persuade, you can ensure that it will act as a more efficient sales tool. You can compare a conversion-optimized website to a successful (but commission- and salary-free) digital salesperson who works for you 24/7, 365 days a year, qualifying leads, building rapport, and even closing sales.
The Benefits of CRO
The importance of CRO becomes clear in light of the poor performance of unoptimized e-commerce websites with average conversion rates of between 2.5% and 3.1%. [43], [44] Although “your mileage may vary,” you can expect that high-quality optimization will increase conversion rates by 50% to 200% or even more. For example, in Chapter 4 we discuss a case in which the increase was more than 600%.
With margins falling and advertising costs rising, a high-performing website has become essential for online success. CRO helps you to meet the following business goals:
An increase in sales, revenues, and profits
The generation of more leads for your sales team
Boosting “opt-ins” to build your email list
Reduction of customer acquisition costs
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