WHY CRO WILL BE

BIGGER THAN EVER IN

2015

Tested Digital Expert

What is CRO?

Conversion Rate Optimisation or CRO is a term

commonly used in digital marketing, from online

guides explaining how it works to articles

discussing its benefits. In this article we will

discuss why it matters in the digital world and how

you can make the most of it this year.

What is CRO?

Firstly, a “conversion” is a specific action your

users perform on your website/landing page

such as; buying, opting-in, registering, making a

phone call etc. Therefore Conversion Rate

Optimisation (CRO) is the process of increasing

the number of web visitors who take an action

on your website. It quite simply calculated by

using this simple formula:

Conversion Rate Optimisation =

(no. of conversions/ no. of website visitors) X

100

Types of tools in CRO:

Conversion Rate Optimisation consists of 2 major

types of testing; A/B testing and Multivariate (MV)

testing:

A/B testing is the method of comparing the conversion

rate of 2 versions of a page (version A and B) allows

you to determine which version is the most effective.

Multivariate testing is the process of testing a

hypothesis which modifies multiple variables. This

allows you to determine a combination of variations

that perform the best in terms of conversion rates.

Did you know a 1 second delay in page response time

can result in a 7 percent reduction in conversions?

CRO Benefits:

CRO takes advantage of your existing traffic by increasing

your campaign’s ROI

It significantly reduces your customer acquisition cost

(CAC)

Your profit is directly linked to your conversion rates, so

increasing your conversions means increasing your profits

It makes your customer’s journey on your website more

efficient

It increases your competitiveness against rivals who do not

utilise CRO

You are able to understand your customers conversion

path (journey) on your website, allowing you to blueprint

every action

Does CRO actually work?

Quite simply, yes it does.

A case study on CRO revealed that A/B testing

increased conversion rates by approximately

160% for PayPoint.net. This is just one

example, websites such as Optimizely and

KISSMetrics are dedicated to providing easy to

use software to increase businesses’ conversion

rates.

Did you know long landing pages can generate

up to 220% more leads than above the fold call-

to-actions?

Upcoming Trends in 2015:

Personalisation is key word frequently appearing across the web

recently, this marketing tool is expected to heavily take over the

marketing scene this year. Tools such as – geo-location, search terms

and referrers will be utilised to create more personalised messages and

ad campaigns.

Video Marketing is set to become even more popular in 2015, some

companies have already utilised apps such as Instagram and Vine to

feature their ad promotions (e.g. Samsung) in the hopes of increasing

conversion rates.

Optimising Homes is also being adopted by more people today; the

ability to manage and optimise your appliances whilst away from home

is becoming more essential.

CRO is becoming a necessity for businesses, as the creation of new

technology develops further, so do tools – providing fundamental insight

into how to optimise them. Just a few examples of popular companies

using tools such as A/B testing are; Amazon.com and Booking.com

Conclusion:

All in all, CRO is quite evidently becoming a major driving force

behind the growth and success of companies today. Therefore

utilising such a tool will be of fundamental importance if you are

to compete in the current, fast paced industry.

As mentioned in a previous article, there is dire need of “hybrid”

digital marketers, who are able to provide the right knowledge

and skills needed to fill the ever expanding talent gap. Therefore

at TDE, our sole aim is to provide businesses with the resources

that are needed in employing the right people for the right job.

We provide a service which allows you (as a business/ job

seeker) to use our question bank service which allows you to

gain knowledge into various digital marketing subjects with more

than 15 000 highly skilled questions in order to receive an official

certificate of participation, adding your existing acumen.

Our Aim:

At TDE, we aim to provide you with insightful

information on the latest digital marketing

news, so make sure you sign up to our blog

and like/share our posts!

References:

http://www.widerfunnel.com/conversion-optimization

https://blog.kissmetrics.com/loading-time/?wide=1

https://www.optimizely.com/resources/multivariate-testing/

https://www.optimizely.com/resources/multivariate-test-vs-ab-test

https://qualaroo.com/beginners-guide-to-cro/why-conversion-rate-

optimization-is-important/

http://www.adpushup.com/blog/stats-conversion-rate-optimization-

ab-testing/

http://www.widerfunnel.com/conversion-rate-

optimization/conversion-optimization-trends-2015