Conversion rate optimization is a vital component of any successful digital marketing campaign. You simply can’t have the same success in your marketing strategy without it. But what exactly is it and how does it work? You have likely heard a lot about search engine optimization. However, on its own, search engine optimization in and of its self is not enough. Conversion rate optimization works in cooperation with SEO to bring the desired outcome out of the traffic you bring in. It is for this reason that CRO is just as important as SEO and you really can’t have one without the other. With this consideration in mind, let’s take a closer look at how CRO works and why it should be an important part to your digital marketing strategy.
How Does Conversion Rate Optimization Work?
The first thing you need to know when it comes to understanding how CRO works is that it is not just about bringing in substantial traffic to your website but about being sure it is the traffic you want. Consider this excerpt from Forbes,
“Imagine you’re trying to sell your chief marketing officer on SEO, but he’s hesitant. ‘I understand SEO has the potential to drive a lot of traffic, but how do we know it’s the right kind of traffic?’ he asks. ‘How do we know that traffic will turn into revenue? The CEO doesn’t give me high-fives for more traffic, she wants to see marketing directly tied to revenue. SEO seems like a lot of guesswork–we need science.’
If you’ve ever had an exchange like this with an executive, a client, or within your own head, then conversion rate optimization (CRO) is the answer. Not because CRO replaces SEO (it doesn’t), nor because it necessarily changes SEO (although it can help), but because while much of SEO focuses on generating traffic, CRO turns that traffic into leads and sales, or what we call conversions. And it doesn’t do it through guesswork, but rather through a methodical, scientific, straightforward process that virtually guarantees ever improving results.”
In short, CRO is the science of converting website traffic into sales and leads. This is done through careful observation, studying your website to see what is successful and what is not in order to ultimately optimize your website for the highest likelihood of conversions.
Why is Conversion Rate Optimization Important to a Digital Marketing Strategy?
You are likely seeing the importance of this approach taking shape. But in case you need a little more convincing, let’s push on the importance of CRO a little more. CRO is important because it helps you better manage your marketing dollars due to the fact that it allows you to refine your SEO to suit your needs. As we mentioned prior, CRO is about steering the right traffic to your website. Conversion rate optimization studies the traffic to your website and what people are responding to and takes that information to refine your SEO strategy to draw in the people who will be more likely to respond to what you have to offer. The two things work together and complement each other to bring about the desired result: the success of your business.
If you have any questions about conversion rate optimization, Birst Group can help. We are a digital marketing business with a vision for helping start ups and mid-sized technology businesses with their advertising needs. If you have any questions about conversion rate optimization or about any of the other services we offer, please let us know. We look forward to working with you and helping you find the success you desire for your business.