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CRO Explained: Turning Visitors into High-Value Customers

While it may seem like an insurmountable task, it is possible to increase website revenue thanks to the many tactics associated with the practice of conversion rate optimization; the approach for increasing the percentage of those browsers that ultimately become buyers. 

Let's do a high-level overview of the steps associated with conversion rate optimization (CRO):

ACQUISITION: Long before Web enterprises will convert visitors, they need to consider how they will acquire them. Thinking through this (based on the resources available within the enterprise) is essential. There are, of course, a number of channels/opportunities to acquire new users (or retain existing customers) including paid media (advertising), search (SEO), email and social media. 

TRACKING: Once visitors have begun to arrive at the digital destination, it's necessary to establish a performance baseline, tracking the actions consumers take (in aggregate) as well as the actions that they do not take. Collect data about on-site activities, including when and where they click, how many pages they view, how far they scroll, and the pages that force them to abandon their experience. You can't manage what you can't measure so do make this step a priority. 

ANALYZING: Once a sufficient amount of data is collected, it is essential to understand and extract insights from it - identifying why users do what they do, what they want to and why they may be leaving the website. The second step of analysis, of course, is to form a hypothesis, identifying opportunities for improvement. If the aim is to increase product sales or the number of leads being generated through a form, exploring the data to reveal the "why" is imperative.

TESTING: Arguably the most critical component of any CRO initiative is that of running the actual tests. The purpose of this phase is to validate the hypothesis that were formed in the previous step by testing them. There are several different types of tests (A/B, Multivariate, user testing, surveys) and a near endless list of solutions to engage in the practice.

IMPROVING: After collecting data and confirming/refuting the hypothesis, it is necessary to engage in making improvements. That might be as simple as modifying the background color of call to action buttons or as involved as modifying the business strategy itself.

REPEATING: Keep in mind that conversion rate optimization (CRO) is an ongoing process; but a process whose rewards can be immense. If you're serious about turning visitors into high-value customers, there is no better opportunity available than conversion rate optimization.

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