Conversion rate optimization is the marketing art of maximizing your investment in existing site traffic, through improvements and problem-solving rather than additional ad spend. At some point in any business site’s lifetime, CRO is a must; for smart marketers, it’s an ongoing process that pays dividends over and over again.
Once you’ve invested in attracting traffic to your site, whether to complete a purchase or take some other action, CRO helps ensure your visitors are engaged and converting at the greatest rate possible.
Some believe CRO happens only on-site, though attracting targeted prospects likely to convert through paid search ads, email marketing and landing pages, for example, is a critical step. Another misconception is that CRO is all about increasing the number of conversions. You like to make money, right? Optimizing for higher revenue conversions and increasing the value of each site visitor is another element of CRO that can’t be overlooked.