Conversion Rate Optimization

Conversion Rate Optimization, the initiative to make the user more active with actions including Quality Analysis, ROI impact, Testing Methods, and Tools.

CRO can be defined as an action done by a site visitor on a webpage by making certain changes in the respective sections that will increase the chance of converting a prospect into a customer.

These days every business tries to present smart webpage to their audiences or site surfers particularly focusing on specific pages like homepage, service pages, pricing page, blog page, contact us. Optimizing such pages leads to maximum attempts and higher conversions and such optimization is termed as Conversion Rate Optimization.

Rate of Conversion, How You Find It?

In simple terms, the total number of successful conversions you get on your website/e-store is divided by the number of sessions/traffic/visitors. Let me explain it with an example, Suppose you have an e-commerce store and you have a set primary objective of purchasing. Let X visits your e-commerce store for 10 times and purchases 4 items and let Y visits for 5 times and purchases 7 items then:

Conversion Rate for X = 4/10 x 100 = 40%

Conversion Rate for Y = 7/5 x 100 = 140%

Alternative Case: For subscription-based business, a user can be a one time subscriber-only in such case we can count the subscription plan with the repetitive page session like:

X = 1 Year Subscription / 2 Sessions x 100 = 50% Conversion Rate

Types of Conversions

Conversions can be divided into two forms based on the systematic actions done by the site visitors:

  1. Macro Conversions

  2. Micro Conversions

What is Macro Conversions?

‌Macro Conversions is the limelight of the business as it is the action done by a site visitor that touches the primary goals. Can be explained with an example below:

Ironman visits - finds an offer call on the homepage for a desired category - catches the attention of Ironman - the CTA gets clicked and redirects Ironman to the main category page - he gets impressed with the discount offered - adds the product/s to the cart - completes the checkout process - there he goes, redirected to the thank you page *Thank You Page - is the macro conversion.

Kinds of Macro Conversions

  • Purchasing a product

  • Requesting for RFQ or RFP / Demo

  • Subscribing to an offered service

  • Action on affiliation

What is Micro Conversions?

Micro Conversions is the action done by site visitors before Macro Conversions, which may be:

  • a complex user action that leads to a divert or end process.

  • navigation half done to reach the macro conversion.


Ironman again visits with much more excitement level like earlier - he scrolls homepage to see the current offer - he finds a seasonal offer - click the CTA - redirected to the category main page - Iron man now gets deep into the products, pricing and discount - selects a product that he finds agreeable - adds the product in the cart - unfortunately changes his mind and drops from the website. *Added product in the cart - is the micro-conversion.

Kinds of Micro Conversions

  • Navigating a page/category/product

  • Searching for a product with the desired search term

  • Clicking on a search result

  • Adding to shopping cart

  • Creating an account

  • Signing up for a newsletter

  • Watching a video

  • Adding to wishlist

  • Scrolling a page

  • Liking a post/or upvoting an article

CRO Process

Constituents of Conversion Rate Optimization

  • Landing Page : Landing page design is the as a matter of first important component that characterizes the ease of use and accomplishment of a site. The more attractively planned a site is, the more footing it will get! We should understand this model that helps us build a comfortable landing page that gets things done. Expecting that most user arriving on any of ecommerce item pages accompany the unadulterated goal of purchasing its product(s), understanding the significance of configuration in driving changes (how it can represent the moment of truth an arrangement for the eCommerce monster), is significant. For example, when on an item page, user can in a split second add the item to the cart by helpfully tapping on the "Add to Cart" button set right beside item data section.

  • Call-To-Action (CTA) : Call-To-Action A call-to-action (CTA) is exactly what it sounds – a request or call for customers to take the desired action. This action could be anything – from subscribing to a newsletter to booking a slot in a webinar, making a purchase, availing a service, and so on. The stronger and crispier the CTA, the more leads it can generate. But, is it this simple? Take a look at some of the industry’s best CTA strategies and you’ll see that they all make use of basic psychology to define their CTAs. For an example a company, saw increase its conversion rate by 50% by making just replacing the CTA button text from “Connect With Us ” to “Get a Quote.”

  • Inquiry/Approaching Forms : Forms are crucial to most companies, especially if they’re a part of their sales funnel. Optimizing these important customer touch-points can extensively help in improving conversions. There are many concepts to follow on how to structure an effective form for your website. There are cases, having an attractive and easy form has resulted like gifts for many organizations, while the precise form structure has worked with many others. It is always a balancing act between lead quality and volume of leads that gets the best ROI.

  • Page Speed : Page speed or page load time can make the game and can destroy as well keeping this in mind maintaining the overall site performance is important. -If the loading time is much more than expected, it will directly affect your user experience, conversion rate and the SERP ranking. If a site loads in 1.7 seconds, it’s comparatively faster than 75% of the web. While, on the other hand, if it loads in 0.8 seconds, it’s faster than nearly 94% of the web. Delay in loading time for even one second can reduce your conversions by 10%.

CRO Flags Return on Investment A well-organized and well-considered CRO program rely on strong analysis that can go far in improving profit in regards to ROI in reciprocal to your marketing plans. CRO permits you to break down the presentation of your site by running tests and search for the most ideal varieties which guarantee transformations. By exploring different avenues regarding various components on your landing pages, you can not just check the regions which are giving the best outcomes yet in addition utilize the assembled information as a key benchmark for your next round of tests/experimentation. One of the prime advantages of running a CRO test is that each change you make on your site, which in the long run expands your transformations, is a steady success for your business. For example, an online eCommerce company intending to upgrade its user involvement with a way that it makes acquiring items simple and helpful for its user and that helps in making massive profit by CRO. A/B Test By running an A/B test, if it's ready to upgrade its change rate even by 3%, it implies that it's getting 3% additional income all day every day. In the mean time, on the off chance that it has a high volume of offers, 3% improvement can successfully make an interpretation of its product purchasing into additional revenue for its business. 6.3% income growth was marked by running a sequence of A/B tests and presenting new improved variations on item pages.

Analytics Analysis of your data on the other hand is called quantitative information examination, gives you hard numbers behind how individuals really carry on your site. Start with a strong web examination stage, for example, Google Analytics. Utilizing examination based CRO can address significant inquiries concerning how clients draw in with your site. Quantitative examination gives data like:

  • First Page Landing

  • Which page/service/contact they are looking for

  • Who referred them?

  • Devices they used

  • Demographics (age, gender, interest and location)

  • Where they left your website

Such data analysis can help you connect significantly with your site visitors/users and can make changes accordingly to improve performance and earn more conversions.

To understand the value of order that different group of visitors are making can be utilized as a test to find CR(actual conversion rate). Sometimes purchasing a product from the test page may not satisfy with the expected value but their will be a increase in the profit margin and data in case where there multiple sessions created.

Expected Test Phase

  • Live testing getting traffic

  • Perfectly responds with XBT

  • Test design works better

  • Correct target points have been set

Tools that can operate CRO Data analytics tools

Landing pages tools

Page load speed test tools

User-behavior tracking tools

A/B testing tools