It was Peep Laja, founder of Conversion XL, that said "Remember, every mistake the user makes is not because they're stupid but because your website sucks."
Now, I'm willing to bet your website probably doesn't suck, but I do think there are ways you can improve it to help your customers accomplish what they're actually trying to do, resulting in more success for your business.
One of those things is conversion rate optimization. Conversion Rate Optimization has a lot of names. You may have heard A/B testing, split testing, experimentation, multivariate testing, and CRO.
See? I told you.
All of those are different names for conversion rate optimization.
But what do they all mean?
Conversion rate optimization is the process of getting more website visitors to take a desired action.
Whether you're trying to sell more shoes online or trying to get more people to schedule an appointment, conversion rate optimization helps your business by getting more value from the visitors you already have.
Conversion rate optimization isn't just for eCommerce websites. Testing your website can help you increase lead quality, lead volume, or even decrease the length of your sales cycle, ultimately increasing profitability.
So how do you get started?
CRO is a continuous, three-step cycle.
First, you need to gather data. Just like in your sixth-grade science experiment, the first step is to understand and gather more information.
From basic tools like Google Analytics to complex tools like Crazy Egg, the first thing you need to do is better understand how your customers are using your site, and what isn't working.
Step number two is hypothesis. Now that you know what isn't working, how do you think you can make it better? Your hypothesis should look something like this.
As an example, improving motivation by adding reviews will result in more purchases, which we'll measure using conversion rate.
Finally, let's put it to the test. Tools like VWO or Optimizely will allow you to test the design, functionality, and content of your site, largely without a developer.
Combining data with the right marketing technology tools is your ticket to increasing profitability through CRO.
Thanks for watching, and happy testing!