Want to Build a Successful CRO Program?

So You Want to Build a Successful Conversion Rate Optimization Program?

For your audiences, experience is everything.

How and where you interact with them, your tone of voice, the branding and design of your communications. Even the shape, color and position of your calls to action (CTAs).

All these things, and more, need to be fine-tuned to the unique needs of your target audiences.

Get it wrong, and your potential customers go elsewhere. But get it right, with all the elements working together, and your business will skyrocket.

Sound good?

It sure does. And the best way to make it happen is by using conversion rate optimization, also known as CRO.

So, what is CRO?

Conversion rate optimization is the art and science of motivating your visitors to perform actions that are useful to your business. It’s about maximizing your revenues, while enhancing the user experience for your customers.

And when it comes to e-commerce, CRO is essential to your success.

CRO involves finding out what works best for your audiences. It starts with you serving up different versions of a landing page, email or other digital asset. From there, you can identify which version has the most impact on one or more pre-defined goals. 

The result? Your conversion rates go up, and you generate more profit from the same number of visitors. It’s as simple as that.

CRO helps you to:

  • Lower acquisition costs and increase revenue
  • Use data more accurately
  • Get to know your customers better
  • Stay ahead in a competitive market

Choosing the right KPIs

It’s the same with anything. The best way to begin is with the foundations.

Make sure you have a clear understanding of your wider business goals. Look at your key performance indicators (KPIs) and check that they are directly linked to those goals. From there, you’ll know what to measure, and what your strategies need to achieve. Just ask yourself:

  • Which KPIs does my website contribute to?
  • What goals and conversions can I measure online that impact these KPIs?
  • Are there any other smaller interactions that contribute to KPIs?

This all builds a picture of where you are at the moment, so you can get to where you want to go.

The right CRO tools for the job

Once you’ve defined your KPIs and goals, it’s a great idea to measure them in relation to one another. Here’s where tools like Google Analytics or Adobe Analytics will help you out. These are quantitative analytics tools, dealing with numbers and statistics.

It’s also worth exploring qualitative web analytics tools, which focus on adding meaning and context to the numbers.

Most importantly, you’re going to need an A/B testing tool. This is what you’ll use to serve up different versions of your webpage to your visitors.

To get the best from your A/B testing, your tool needs to:

  • Assign and record whether a visitor sees the A (original) version or the B (variant) version of your website.
  • Execute code for both the original and the variant, so you can make changes to your website and send measurements.
  • Show your experiment to a specific targeted audience on your website, based on criteria such as device, campaign, country or whether they are a returning visitor.


Begin your CRO journey

That’s just a quick glimpse into the world of building a successful conversion rate optimization program, but we’ve also created a comprehensive guide to getting you started with CRO and making it an integral part of your digital success strategy.

Our free guide shows you how to:

  • Build your data foundations and KPIs
  • Lower acquisition costs and increase revenue
  • Choose your A/B testing tools, with recommendations
  • Build successful A/B tests
  • Get to know your customers better
  • Stay ahead in a competitive market

    Download your essential guide now, and explore the CRO opportunity.

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