CRO is a very important part of any digital marketing and SEO strategy, which is why we always review the engagement, bounce rate and heat maps of a website when optimising a website or app.
CRO is the optimisation of rates at which website features convert viewers into customers. To increase these rates, it is important that consumers have a pleasant and interactive experience when visiting your website and viewing your products and/or services. Their experience can be enhanced by having a website that is easy to navigate, having visible call-to-action features (e.g. subscribe to our newsletter here), and having detailed descriptions about products and services so the consumer can feel confident with what they may potentially purchase. Marketing plays a big part in CRO in that if your name or logo shows up outside of your website, the viewer will feel familiar and safe when engaging with your site.
CRO and SEO (Search Engine Optimisation) are not the same, rather they compliment each other in multiple ways. SEO measures how a user landed on your website whereas CRO analyses the engagement of that user.
Conversion rate results can also assist with identifying many other valuable statistics on your website and where any red flags appear. A conversion tunnel is the process of converting a viewer into a customer, the step-by-step method of obtaining what they desire (whether it be a product, service or signing up to something). This conversion tunnel is crucial to the success of CRO, and almost everything in that tunnel can be measured, such as on what page viewers spend the longest, at what stage people exit the site, and what page lacks functionality (if any).
There are some popular tools/resources for analysing these behavioural insights that could be beneficial and influential to your future marketing.
Using heat maps and user interaction recordings, Hotjar is a leading solution for understanding your website’s user behaviour. They can also incorporate subtle feedback features within your website to provide an opportunity for users to acknowledge (or complain about) the quality and usefulness of the particular webpage. Although this tool does come at a cost, they offer multiple options for personal use, small business, and large agencies. Hotjar is an in-depth resource specific towards CRO and along with most, there will be a period of time before comprehending all of the insights.
If you’re an avid Google user, you may be more comfortable with using their analytics service however due to it being such an in-depth resource, it can be difficult to understand initially. On the upside their analytics service is completely free, and you have all the time to learn the craft and interpret the reports without paying a cent. Google Analytics serve a broader purpose in that it measures everything associated with SEO (how the user got there) as well as CRO (how the user engaged).
Ahrefs aim to make the world of optimisation and organic ranking easy to understand by the average layman. Whether you’re a junior marketer or a SEO expert, they pride themselves in having tools that can be grasped by anyone. Their service is backed by SEO data and therefore aimed towards optimising search engine results, although in turn, great and trustworthy SEO can lead to great and trustworthy CRO. If you need a service for both, this could be a one stop shop.
Visibility management company SEMrush originated in the SEO focus and slowly expanded to all things digital marketing. As well as analysing your website data and generating coherent reports, SEMrush also provides recommendations around boosting your online presence, website traffic and landing page interaction. This tool also comes at a cost and the price options account for the broad variety of services they offer. However, as with Ahrefs, this resource relates more towards SEO overall analytics rather than CRO specifically.
Conversion rate optimisation also allows businesses to target and refine their audience. Once audiences are established, businesses came improve their site to suit the right customers and make the most of their loyalty. The structured and systematic analytics are highly advantageous for small and medium businesses when still in the stages of developing their website, however even within large corporations, there is always room for improvement.