CONVERSION RATE OPTIMISATION (CRO)

Conversion rate optimisation (CRO) is the continuous process of fine tuning your website via data-driven analysis so that the amount of visitors calling you, visiting you or buying directly from your website, starting a subscription or membership etc increases.

There are now some excellent software platforms out there that allow data-driven research to be undertaken in real-time (heatmaps), play-back mode (session replays) and much more (sales funnels, performance & forms etc) that are incredibly powerful indicators of what's working and what isn't.

This software coupled with solid technical onsite SEO practices, ensuring internal links are placed effectively and event & goal tracking is linked to your analytics platform really does make for an effective ongoing CRO practice.

A positive user experience (UX) is an absolute necessity to the overall CRO process and an all-important subset i.e. CRO requires a positive UX to promote success.

USER EXPERIENCE (UX)

User experience (UX) refers to any interaction a user has with a product or service and from a digital marketing perspective and more specifically your website, it's all about ease of use and how quickly it loads up in your browser..

Ease of use to achieved by making sure your most important content pages are structured and set out to make them the most accessible and easy to find. This is undertaken by organising your content into hierarchical relationships with generalised pages linking to specific detailed pages allowing both visitors and web crawlers to easily understand how to use and navigate your website.

How quickly your website loads up is dependent on a whole host of factors including onsite, offsite and where & how your website is physically hosted etc. Quite rightly this matter has become increasingly important and the subject of a whole host of specialist software tools now developed to monitor and maintain the 'site speed' experience.