SEO and Content
Convertion Rate Optimization: Understanding what drives customers' actions
Conversion Rate Optimization (CRO) is the process by which we try to improve the percentage of users who complete a desired action on the website. For example, submitting a registration form, purchasing a product, or completing a survey. CRO is based on data analysis and optimization of website design and content to improve the conversion rate.
By analyzing the involvement of visitors on the site and the metrics relating to their behavior on the page, it is possible to structure your website or ecommerce in order to increase conversions, that is, the passage of the user to “Customer”.
CRO activities include all those techniques and operations capable of increasing the number and quality of conversions. Here are some of the activities:
- Funnel analysis and re-design
- Redefinition of content
- Redefinition of the navigation architecture
- Graphic re-design
- SEO optimization
- Analysis and redesign of CTAs
Each company, according to its business model, has an idea of conversion.
For a company that sells online, conversions are represented by the online transaction of its users, while for a B2B company, the conversion can be represented by a form filled in by a potential customer.
Key-One, with its consolidated technological experience, is able to identify the ideal mix of page elements in order to increase the conversion rate and increase online sales, contact requests from qualified leads interested in the specific product or service, or to channel traffic towards specific actions that add value to your business (Call to Action ranging from profile collection, to appointment requests or real online economic transactions).
Conversion rate optimization (CRO) is an activity that was created to incrementally increase the KPI (objectives) and ROI (Return on Investment) of the website and key pages.
CRO’s activity involves the analysis of conversion data, the implementation of tests that optimize the site design, the monitoring of online user behavior and performance monitoring, all with a learning logic and progressive optimization.
CRO processes can be performed both on e-commerce product pages and on service pages (B2B, B2C). They may include A / B testing as well as systematic changes to elements, adding or removing sections, improving the user experience over time.
Call To Action (CTA)
Key-One offers expertise and support in identifying the actions needed to drive specific conversions (target actions or transactions of the company or brand).
Some typical goal completions (conversions) expected by companies as a result of traffic to their website or ecommerce are:
- Increase transactions by selling products or services online
- Contact request via a form
- Contact via a specially set phone number (so that it can be traced)
- Viewing the location of a store (Store Locator)
- Downloading documents
- Sign up for a newsletter or lead magnet
Once we have structured the correct mix between conversion objectives and experience (UX – User Experience), and linearity in the decision-making path of the customer or prospect (Customer Journey), we proceed to incorporate elements and improvements to the website or ecommerce, and therefore to the funnel in its “lower part” of conversion.
Data collection, reports, and plan for potential new test items contribute to a continuous process of optimized conversion rate growth.
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