CONVERSION RATE OPTIMIZATION
What is Conversion Rate Optimization?
Conversion rate optimization, or CRO, is the process of improving the percentage of all visitors who take a desired action.
Unfortunately, CRO is often associated primarily with paid media. It isn’t uncommon for companies to create landing pages just for Facebook traffic or paid search traffic trying to improve conversion rates within those channels. Typically, these pages don’t live on the main website and there are limited links to more information. The idea is that a reduction in available actions for a website visitor will increase the percentage of users completing a desired action. However, these pages seldom appear legitimate. Our response is often, “Why would we create an objectively inferior landing page experience and force certain users through that process while also ignoring the main website through which many other visitors arrive?” Improving page structure, content and funnels/forms on your main website benefits all visitors.
What to Keep in Mind With Your Website's Design
Many industries are seeing 2/3 to 3/4 of their website traffic from mobile devices now, yet digital advertisers and CMOs alike gravitate to their desktop site during office hours and still tend to think about their websites through the lens of the desktop experience. Similarly, users are coming to expect certain features and information on mobile. Everyone across the organization needs to think and act in a "mobile first" manner.
Our Approach to UX & CRO
We begin by examining all actions to see if current conversion rates are taking into consideration rises in off-website actions such as phone calls and directions. We then put ourselves in the position of your potential customers and, applying a blend of user interface design heuristics and prior experience, provide detailed recommendations for improving conversion rates.