Your website should be working for your business like a giant fishing net, trying to catch as many fish as possible on the internet. Websites, like fishing nets (for the purpose of this metaphor), are great at attracting traffic if they’re used properly but they aren’t very good at filtering out any traffic that leads to nothing. Unwanted traffic is the type that won’t turn into any result where your business is closer to making money. The good kind of traffic can be converted into customers who are really interested in buying and follow through with that interest. Calculating how much of your traffic is converted into sales is the principle behind CRO. CRO stands for Conversion Rate Optimization, and it is the process of managing your website and its content to create better conversions from the traffic that lands on it. CRO is a more focused approach to handling online traffic because it focuses on the quality, not quantity, of potential customers using your website. It’s a growth strategy technique that can separate the virtual window shoppers from paying customers and that’s exactly what you need for your business.
You currently already have a ballpark figure of what your conversion rate is and if you’re not happy with it, CRO is a strategy which will optimize it. This is how you calculate your current conversion rate (assuming you already have the stats on-hand): Divide the number of visitors to your website by how many sales you make in the same time period. This figure is important because you want website visits to become customers in real life. That’s the point of using online platforms because they function as a marketing tool that convinces people to choose you as a service provider.
A large chunk of the typical digital strategy for small to medium size businesses in Australia focuses on boosting social media and website interaction. Conversion is a completely different ball game because it’s not concerned with how often people are using your website. These numbers aren’t always a guarantee that the users are closer to making a purchase. SEO (search engine optimization) techniques and CRO adjustments are very similar and consist of some of the same things, but they have different end-goals.
