CRO is the practice of testing improvements to your website to identify which drive greater visitor engagement and conversion rate.
This is commonly referred to as A/B testing or multi-variate testing.
Primarily CRO works on testing minor on-page improvements; common examples are variations in colours, text, graphics or placement of elements on the page. More complex functional tests can also be achieved.
Using a basic example, let’s say you want to test 3 variations of button colours. Once the test is set-up each visitor to your site will go into a ‘bucket’ which contains a test variation. This means that even on return visits, the customer will continue to see the variation relevant to them – in this example this might be a red button. Whereas visitors assigned to other ‘buckets’ might see the blue or green button. At the end of the test period, the results are analysed to determine what the most effective button colour is.
The concept is that the winning variation of the test would be implemented into your website as a permanent feature or change.
Here is a quick example of why if you run an eCommerce site you should focus on increasing conversions:
|Before CRO||After CRO|
(This table is for just an example and individual results may vary)
As you can see, by simply changing your conversion rate from 2-3%, your sales can increase by 50% without spending another cent on advertising.