Conversion Optimization (CRO abbreviated) is a much talked about the topic within the marketing world. You may have heard of it or you have been able to bluff a few years earlier. But what is it really exactly and what can you do with it?

Conversion optimization is optimizing for conversion.

Well. It’s that simple. There are several conversion optimization techniques with all the same goal: a higher percentage of visitors take the desired action. At Webshops we often talk about purchases and websites about leaving an e-mail address, a quotation request or contact.

In most cases, conversion optimization is applied by creating one customization to the site, testing this adjustment, and then using the insights gained to optimize the site. Conversion optimization is, therefore, a continuous process of all kinds of small tests, which makes the site more and more performing.

If you want to know all the details about conversion optimization, you should read this article by Neil Patel.

Why should I put pressure on conversion optimization?

For a webshop, it is obviously obvious. For example, if your conversion rate goes from 3% to 5% and on an average day you have 1,000 visitors it means that you have 20 customers more per day. If the average purchase of those customers is €50,-this means that you have more sales of €100 per day.

And if I have a website? Well, for example, if you want people to contact you via your website and you use the same numbers as the one above, it means that you are talking to 20 additional potential customers.

For the sake of clarity:

  • Conversion optimization will make your cost to attract a customer (CPA) go down.
  • The results of conversion optimization are permanent while campaigns deliver results as long as they are active.
  • Conversion optimization allows Facebook and AdWords campaigns to become much more profitable. Your CPA is lower.

Conversion optimization is only interesting for the big guys anyway?

Now you probably think, “Nice Tim, but my website doesn’t have thousands of views a day so then it’s not interesting anyway?”

Well so!

It is a big misconception among entrepreneurs that you need a million business with thousands of daily visitors before conversion optimization becomes interesting.

And I understand where that thought comes from. You’ve certainly already heard of A/B (split) testing. To perform an A/B test properly, you need a certain amount of traffic to achieve statistical significance. For some websites, it could take a month (or longer) for the correct amount to be achieved. Incredibly frustrating of course!

But fortunately, an A/B test is only one of the techniques. And even if you’d like to use a/B testing on a low-traffic site, there are ways you can set these tests to achieve statistical significance faster.

Want more information about conversion optimization for low-traffic websites? Check out these articles:

Would you rather have someone to spar about your website? If so, plan a consultation with me!