Chapter 5. Conversion Rate Optimization

Conversion rate optimization (CRO) is the art and science of persuading your site visitors to take actions that benefit you, by making a purchase, offering a donation, or committing to some positive future action.

CRO uses a wide variety of techniques, including persuasive copywriting and credibility-based web design, to convert prospects into buyers. By planning, designing, and optimizing your website to persuade, you can ensure that it will act as a more efficient sales tool. You can compare a conversion-optimized website to a successful (but commission- and salary-free) digital salesperson who works for you 24/7, 365 days a year, qualifying leads, building rapport, and even closing sales.

The Benefits of CRO

The importance of CRO becomes clear in light of the poor performance of unoptimized e-commerce websites with average conversion rates of between 2.5% and 3.1%. [43], [44] Although “your mileage may vary,” you can expect that high-quality optimization will increase conversion rates by 50% to 200% or even more. For example, in Chapter 4 we discuss a case in which the increase was more than 600%.

With margins falling and advertising costs rising, a high-performing website has become essential for online success. CRO helps you to meet the following business goals:

  • An increase in sales, revenues, and profits

  • The generation of more leads for your sales team

  • Boosting “opt-ins” to build your email list

  • Reduction of customer acquisition costs

  • More page ...

Get Website Optimization now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.