What is conversion rate optimisation?

Digital Marketing and SEO by Casper Creative

Conversion rate optimisation (CRO) is something that all businesses should at least keep in mind. A significant number of company decision makers report that CRO is an essential element of their overall marketing strategy. Why? Well, let’s take a look.

The Importance of engaging a web design company that prioritises conversion rate

Imagine that your website is effectively securing steady levels of traffic via a comprehensive social, content, SEO or paid search strategy. Sounds great, right? But there’s a problem. Your visitors are not converting in the ways you want them to.

Now, conversion doesn’t necessarily need to equate to making a purchase. You might want your visitors to sign up to your mailing list, create an account, complete a survey or download an app. Regardless as to what you want your visitors to do, it is a problem if they aren’t doing it.

Conversion Rate (CR) is an important metric because it illustrates the percentage of your site’s traffic that is successfully completing an intended objective. Therefore the higher your CR, the better your site is performing.

Implementing a comprehensive process of conversion rate optimisation will help you to optimise your most important digital asset, rendering it far more likely that your visitors will complete a particular action.


The connection between web design and conversion optimisation

Great web design and successful conversion optimisation are intrinsically linked. To give you an idea of what effective CRO looks like, here are just a few elements that you might want to consider:

  • Analysis of your customer journey and cart abandonment
  • Segmentation
  • Obtaining and leveraging customer feedback
  • Copy optimisation
  • A/B testing

Let’s hone in on just one of these elements for a moment. Understanding and refining your customer journey is one of the primary keys to success. But there are a variety of different moving parts that need to align to create an effective customer journey which results in successful conversions.

Good design should always solve a specific problem. This is why using a design team which are also optimisation experts should create innovative solutions which deliver the results that you want to see. Crucially, this process won’t merely lead to a possible increase in conversions. It will also help you to further refine your user experience by simplifying your design, improving your navigation and removing any barriers that are preventing your visitors from engaging fully with your digital presence.

The team at Casper Creative have worked with small and large businesses to help improve their website conversion rate. Get in touch with us to discover how we can help your business convert more traffic.

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