As a suite of tools, CRO is extremely flexible. The benefits it delivers are highly tailored to the website and the goals of the business that the website supports – but they’re all built around the same basic theory.
Or ‘purposes’, of course – there being more than one is very common. A website might, for example, be a way that a business tries to reach customers and to recruit new staff, in different areas. Or perhaps it’s all about raising awareness, and your business model is better served by closing the deal by phone or in person, with the website purely advertising to bring in a different contact.
Customer service, product support – the list goes on. A website should have at least one designed and intended purpose for the business it serves.
We can help you define your website’s purposes! That seems like an obvious thing to say, but even if you feel you know what your website is for, you might find as you talk to digital marketing experts like us that you realise other things that it could do for you. In our first few sessions – and afterward – we’ll sit down with you and talk about your business goals, how they relate to the internet, and lay out a lasting plan.
From there, we can get on with the real business of CRO – planning out how to improve performance as measured by those goals, then putting that plan into play.
Your website achieves the goals you have for it through the traffic that it attracts; if that traffic is full of potential customers, new recruits, customers looking for service, or whatever your business needs, then the potential to convert that traffic into what you want is great.
If, on the other hand, almost nobody who visits your site is a potential conversion, your website won’t support your business as it should.
We call the rate at which visitors become goal achievements the conversion rate, and CRO is all about making sure the traffic your website receives is the traffic your business needs.
Imagine a store on a busy street. Standing at the doorway, you have a choice of the kind of slogan you can shout to bring in custom.
You can get the attention of hundreds, but few of the general public want what it needs, so the passers by stop in, are curious, and then go away without much custom. Or you can go with slogans which won’t bring in everybody, but anybody who paid attention to that slogan is a potential customer.
Which is the better service?