What Is Conversion Rate Optimization (CRO)?

January 19th, 2021 | Updated on October 29th, 2021

Conversion rate optimization (CRO) is a process of increasing conversion rates. In this process, search ads, website design, landing pages are optimized so that the highest percentage of visitors could be prompted to complete your desired action such as:

Engage with your content
Visit multiple pages
Leave contact information
Make a purchase

So, conversion rate optimization is about making specific designs or changes to a site to increase conversion.

Unfortunately, it’s not as easy as making your website simply look good (although that’s part of it).

There are some specific strategies that can help increase conversions, and a conversion rate optimization agency can help you implement these strategies in the most effective way possible.

Should You Take Help From Conversion Rate Optimization Agencies?

Here are some services a conversion rate optimization agency can offer you.

Creating CTAs

A Call To Action (CTA) is a link that, when clicked, sends the user to a landing page where they give you their information in exchange for something (content, free trial, discount, etc.).

CTAs are important because they give your visitors specific actions they can take, instead of just hoping they decide to do it on their own.

CTAs can be a mere invitation. Such invitations can be made either on a social media ad or on a blog post. CTAS awaken the user’s curiosity. CTAs are aimed at encouraging users to go further and explore the topic more. Examples of CTAs are: Check it out, Learn More, Find Out More, Start Here.

A conversion rate optimization agency will create effective CTAs for you. They:

Create content to place them in
Design a landing page to get important contact information
Put them in spots that sound natural
Make them enticing to click on

Designing Website Layout To Encourage Interaction

Making your website look pretty is only half the battle.

Your website also needs to encourage interaction if you want people to stay on your website and take desired actions.

A conversion rate optimization agency will design and edit your site to get more interactions. They

Place links effectively
Create engaging content
Create buttons that visitors are most likely to interact

They can also do this strategically to get people to certain parts of your website, like product pages.

Testing Your Website

In order to know what needs changing, it helps to have an idea of what your visitors do on your site.

Are they clicking that link you want them to? If they aren’t, why not?

A conversion rate optimization agency can analyze your site to implement the proper strategies using these two tools: A/B testing and Heat Maps

A/B Testing

A/B testing is sending to different versions of your site, a page, a newsletter, etc., and testing them to see which performs better in terms of getting conversions.

This could include:

Using different landing pages
Writing different content
Placing a link in another spot
Different visual layout/design
Pretty much any kind of change.

A/B testing is really effective because it can give you data to answer the question, “Which is better?”

A/B testing isn’t easy to implement and carry out, but a conversion rate optimization agency usually offers A/B testing service.

Heat Maps

Heat maps are a form of collecting data about user interaction with your site to reveal what is being clicked on and what isn’t.

They are represented visually by highlighting the most used areas on your site and its pages.

It is also color-coded, with the areas clicked on the most being red and orange, while areas clicked on less are yellow and green. Areas that aren’t clicked one won’t show a color.

It looks very similar to weather maps and thermal imaging.

There are different types of heat maps that can also track: