Conversion Rate Optimization (CRO) What Is It and How Do You Do It?

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Conversion Rate OptimisationConversion Rate Optimization (CRO) can absolutely transform your online business.

Unfortunately very few online businesses are focused on improving conversion rates. Most online businesses operate under the “more traffic is the solution to all my problems” philosophy.

The problem is, as more and more competitors flood into every profitable online market, getting more traffic (or even maintaining the traffic levels you already have) becomes increasingly difficult.

While nearly every online marketer or website owner has heard of, and is focused on Search Engine Optimization, only a handful (the most savvy and profitable) have made Conversion Rate Optimization an equal priority.

Just a quick glance at Google’s search results shows the wide discrepancy between the number of sites and pages focused on SEO vs. CRO.

search engine optimization” has 33,900,000 results.
conversion rate optimization” has only 12,500 results.

Of course there are many reasons for this wide discrepancy, but the fact that your competition is probably not (yet) focused on Conversion Rate Optimization gives you a big competitive advantage.

(After all, the fact you read my blog proves that you are at least AWARE of your need to maximize conversion rates!)

So how do you begin to harness the power of conversion rate optimization on your website?

The conversion rate optimization process simply consists of focusing on 4 main areas.

First, is the persuasive element of your website. Online persuasion encompasses everything from your copywriting to sales psychology and even the way present your main calls to action (CTA).

The words you use on your website and the emotions you stir in your visitors hearts and minds play a massive role in determining your website’s conversion rate. The right words, used with the right audience, at the right time, in the right way can make you rich!

The second area in the CRO process is focusing on usability. Website usability is simply the study of how user friendly your website is and how easily visitors can navigate/use your website.

It never ceases to amaze me how often I see internet marketers placing stumbling blocks right in the middle of their persuasive pathways. Navigational distractions, broken links, slow loading pages, complex forms and dozens of other usability issues cost many online businesses millions of dollars each day.

Just a few simple tweaks, simplifications and corrections to website usability issues can often double or triple a websites conversion rates.

Third you need to focus on building trust with your visitors. The trust factor is overlooked by many online businesses, but it is absolutely critical if you want to optimize your conversion rates. Regardless of how persuasive or user friendly your website is, if your visitors do not trust you, they will NOT buy from you.

And even though buying and selling online has never been safer or more secure than it is today, (and buying online is infinitely safer than ordering over the phone) it is harder than ever to get website visitors to trust you.

In fact in many of my recent tests, improvements to “trust” related factors are producing some of the largest gains in online conversion rates I’ve seen in quite some time.

And last but not least in the conversion rate optimization process is testing and tracking. This is where the rubber really meets the road when working to maximize conversion rates.

Rather than rely on guesswork, theory or a “trick” you just read about in some forum, through split testing and multivariate testing you can actually let your visitors vote with their credit cards for what works best on your site.

I look at online testing as a big video game. I’m always trying to be my old “high score”. But the best part is… when I get a new high score I MAKE MORE MONEY!

Now that’s my kind of game!

So there you have it. The 4 key areas of conversion rate optimization. How many of the 4 are YOU currently focused on?

By simply making the commitment to improve these 4 areas of your website and your online marketing, you will put yourself so far ahead of you current (and future) competition that you’ll have an almost unfair advantage.

Happy testing!

About the Author

Eric Graham is a serial entrepreneur, author, speaker, copywriter and consultant. Enter your name and email address below to get notified when new response boosting tips, tested conversion strategies, updates, articles and videos are posted.

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