Lead generation has always been big news on the SEO and online marketing scenes. Without some form of lead generation, you simply can’t generate traffic to your website, but as we’ll discover lead generation is only part of the wider online marketing puzzle.
Conversion Rate Optimisation, or CRO, is often mentioned in the same breath as lead generation. It enables you to turn the website traffic you gain through your chosen lead generation techniques into customers. Here we explain why in our introduction to the world of Conversion Rate Optimisation.
The importance of CRO
With more competition online than ever, staking your claim in an over-congested marketplace isn’t easy. With this mind, businesses that operate online have had to take extra steps to ensure iron-clad online marketing strategies that really raise brand awareness and drive traffic in their target markets.
Raising brand awareness and driving traffic through lead generation is however simply the first stage of successful online marketing. Once visitors hit your website, what’s next?
Site conversion is a tricky business. If visitors land on an unusable, poorly targeted website it’s so easy for them to switch off and head to a better prepared competitor. Conversion Rate Optimisation (CRO) works on the website and its content to improve the user experience. These improvements are designed to ensure visitors don’t bounce, but instead stay put and convert into customers.
CRO techniques that really work
CRO focuses on the appearance and usability of the website to give visitors all they need to take that leap of faith and purchase the products or services your company is selling.
CRO techniques target the design, content and analytics of a website to ensure a user experience that’s positively received by your target audience. A conversion rate optimised website will be less cluttered, easier to understand and have clear call-to-actions as a result. Its content will be equally clear and smart, whilst the visual elements of the pages will instil trust and grab attention.
Analytics play a vital role in CRO too. Any improvements made should be measured via A/B testing tools, and layouts and content thoroughly analysed to see what performs better amongst users.
Why good CRO should matter to you
Lead generation and CRO go hand-in-hand, in fact, one simply cannot succeed without the other. Lead generation ensures visitors land on your website, while CRO helps to convert these visitors into cold, hard sales.
CRO is also great for securing returning business, with CRO tactics providing the great on-site experience that one-time customers will want to return to again and again.
Let us help you find the perfect recipe for digital success. Contact us today to discuss your next steps.