Conversion Rate Optimisation (CRO) is the process of improving the ratio of conversions to traffic on a website. For example if your website is receiving 1,000 visitors per month and 10 of them buy your product or service, you have a conversion rate of 1%. Using CRO, one would look to steadily improve the conversion rate, without specifically looking to develop inbound traffic.

To extend this example, if after three months your site’s traffic had naturally grown to 1,100, but the Conversion Rate Optimisation work had increased the conversion rate to 2%, then 22 people would be buying your products or services online each month. This would indicate that the CRO had been extremely effective.

CRO is an often-neglected aspect of a digital marketing strategy. Wonderkindz regularly see and work with websites receiving respectable and growing amounts of traffic but still fail to convert that traffic efficiently. The temptation in SEO for some is to draw a line in the sand immediately after delivering traffic to the site. This is evident when someone comes to Wonderkindz after having undergone a successful SEO campaign for some time, but they still aren’t generating the business required to sustain it.

In summary Conversion Rate Optimisation is a valuable and potentially lucrative component to any digital marketing strategy. By utilising CRO with other disciplines such as SEO, PPC, Social Media, Analytics, Branding, and Copywriting you can create an overarching holistic strategy.