Conversion Rate Optimization (CRO)

Results-driven Conversion Rate Optimization (CRO) services from w3Infinity

Conversion rate optimization (CRO) is a systematic process of increasing the percentage of website visitors who take the desired action within the website. This desired action can be when a visitor fills out a contact form, or when they sign up for a mailing list. When a visitor purchase something from your website or makes positive inquiry about the website product is also a conversion. Like search engine optimization is to rank the website higher in search engines, the goal of conversion rate optimization is to increase the percentage of website conversion.


Examples of Conversions

Conversion does not simply mean when a visitor buys a product from your E-commerce website. Listed below are some examples that are also regarded to as a conversion:

  • When a user purchases a product from your site, it is a conversion.
  • Conversion is also when a visitor subscribes to any services that are mentioned on your website.
  • Requesting a quote is another good example of conversion.
  • Signing up for your mailing list is a conversion.
  • Adding a product to a shopping cart.
  • When a visitor shares your website or product to their social media profile is also a conversion.
  • Creating a user account, etc. are all examples of conversions.

How to calculate Conversion Rate?

How to calculate Conversion Rate?

Conversion Rate is the number of times a user completes the desired goal divided by the total traffic of your website. If a user converts in each visit, divide the number of conversions by the total number of sessions by that particular user. Conversion Rate Optimization (CRO) is the process that comes after the Conversion Rate.

  • If the user converts each time they visit:
  • Imagine you have an online store that sells Pink Floyd DVD albums. Though people are most likely to buy any Pink Floyd albums, in order for people to know that you sell Pink Floyd albums, you want to optimize your website so that they can make more purchases.

    If a user visits your website 3 times, that is 3 sessions and finally 3 opportunities to convert.

    1st Visit: Visits the website, evaluates it, and then goes away without buying = No conversion

    2nd Visit: Buys The Divison Bell album from your site = This is a conversion

    3rd Visit: Comes back again to visit your website and buys 2 other albums = Again this is another conversion. Note that even though the visitor bought 2 albums, this is a single conversion.

    The total number of unique purchase here is = 2

    Total Number of sessions  = 3

    2 purchases / total number of sessions  => 2/3 = 66% conversion rate.

  • What is the conversion rate for your entire website?
  • All unique purchases = 250

    Total number of sessions = 600

    Total unique purchase / Total number of sessions => 250/600 = 41% conversion rate.


Key to Conversion Rate Optimization (CRO):

In order to optimize for a successful conversion rate, you need to know where to optimize, what to optimize, and who to optimize for. This is a cornerstone for a good conversion rate. The following conversion rate optimization technique gives an insight about what needs to be done and how this techique can be approached for a much better performance and output.

  1. Quantitative Data Analysis:

  2. This is a quantitative analysis of your website. It gives you the number how people interact and use your website. In order to analyze data better, start with a solid web analytics tools like Google Analytics. Using analytics based conversion rate optimization can answer important questions about the behavior of your visitors:

    • What pages do people land on your website
    • Which pages or sections do people spend the most time on
    • What channels brought them to your website, i.e. Google Search, Social Media
    • What devices and browsers they use
    • More information about your visitors such as age, demographics, interest, etc
    • Where and when your visitors leave the website

  3. Qualitative Data Analysis:

  4. This is a qualitative analysis of your website and is more subjective. You cannot optimize for each individual user, therefore, focus on optimizing for the user that is more likely to become a customer. For example, you have a website that sells Bob Dylan's album. Now you see a visitor viewing your website for 10-15 minutes continuously. This is where you should monitor the intent of this visitor. This visitor might have accidentally clicked on your website and it is also possible that this visitor went away by leaving the website open in his browser window. You can perform a quick test by popping out an on-site survey of Bob Dylan's many beautiful songs and albums. If he participates or cancels the survey then you know that he is really into your website and he is live. Then you can start optimizing that content and product keeping this potential buyer in mind. This will eventually result in more sales of Bob Dylan's album and finally make the world a better place to live in.

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