Conversion optimization is a fundamental concept in modern Internet marketing. Commonly referred to as CRO, conversion optimization is finding ways to turn traffic into customers.

1. Actionable Tasks for Improving
Website Conversion Rates

2. • Conversion optimization is a fundamental concept in modern
Internet marketing. Commonly referred to as CRO, conversion
optimization is finding ways to turn traffic into customers. In
other words, the first step is to attract a lot of traffic to your
website, then conversion optimization comes in by trying to
turn a high percentage of those visitors into actual customers.
There are several proven ways for improving conversion rates.
Improving conversion rates is a priority for any Internet-driven
business because even a small gain in CRO translates into a
sizable difference in profit and market share.
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3. • One of the great things about Internet business is that
statistics are readily available for a large part of your
business operations. In the early 2000s, conversion
optimization was born as a way of competing in a market
that was becoming increasingly saturated. Conversion
optimization seeks to monitor activity in consumption in
real time, collecting data on the behaviours of consumers
and then applying these concepts to increase the scope
and reach of an online marketing campaign. Rather than
spend money on attracting more visitors, conversion
optimization is designed to reduce the “bounce rate”, that
is, the number of visitors that go away without buying
anything.
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4. • There are two main philosophies when it comes to
improving conversion rates. One school of thought
believes that the best way for improving conversion rates
involves massive empirical testing. In this approach,
constant tweaks are made to a website’s layout and to an
online marketing campaign’s tactics, constantly
monitoring what gives the best results. Another approach
towards improving conversion rates focuses on a thorough
research of the target audience, designing a message that
is specific to the target group. Once this pre-emptive
research has been made, then real-time testing can begin.
Most experts today agree that effective conversion
optimization should not be limited to real-time testing,
but to prior research as well.
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5. • Most conversion optimization methods will involve the
analysis of hundreds of different variables of data, finding
the best combinations for turning visitors into costumers.
Some examples of variables that are analyzed for
conversion optimization include geographic,
demographic, and behavioral variables. Typically, an
Internet business sets definite optimization goals, with the
subsequent methods geared towards achieving these
goals. Conversion optimization methods are derived from
methods that have had success in other activities, like
supply chain management, air traffic control, and military
logistics.
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6. • Doubling, or even tripling a company’s conversion rate is a
goal that is achievable in many cases. Most younger
companies focus excessively on gaining traffic on their
website, but fail to make the changes that are necessary
for improving conversion rates. Surprisingly, the changes
that are required are often not that big. Simple things like
changing the design of a button, making sure that a form
stores specific information so a user does not have to enter
it again, or managing the advertisements on a website can
be the difference between a customer actually buying
what you are selling, or browsing around your website and
then leaving.
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