Conversion Rate Optimization (CRO): A Beginner's Guide

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class="col-xs-12 col-md-8 "> <header class="post-info"> <div class="post-title"> <div class="col-xs-12"> <div class="row"> <h1 class="mb-20">The Beginner’s Guide to Conversion Rate Optimization (CRO)</h1> </div> </div> </div> <div class="post-info-meta"> <span class="post-by"> Posted by <a href="https://blog.taboola.com/author/awalgrove/" title="Posts by Amanda Walgrove" class="author url fn" rel="author">Amanda Walgrove</a> </span> <i class="middot">   </i> <span class="posted-on"> <time class="entry-date published" datetime="Aug 29">Aug 29</time></span> <i class="middot">   </i> 8 Minutes read </div> </header> </div> <div class="col-xs-12 col-md-8 mt-20"> <div class="article-content-wrapper"> <div id="featured" class="image-post-desktop" style="background-image: url(https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-header.jpg)"></div><p><span style="font-weight: 400;">As marketing agents and media buyers you’re under constant pressure to generate new leads for your clients. Too often, however, we associate “more leads” with “more traffic.” After all, the more fish swimming in the pond, the more likely you are to make a catch, right?</span></p> <p><span style="font-weight: 400;">Not so fast.</span></p> <p><span style="font-weight: 400;">Traffic is important, but it doesn’t always equate to leads. To generate more conversions, you must build a smooth conversion path for your site visitors—guide them intuitively from one step to the next, until they take the desired action.</span></p> <p><span style="font-weight: 400;">This is where conversion rate optimization or CRO comes in.</span></p> <p><span style="font-weight: 400;">In this guide, I break down what CRO is, why it’s valuable, how to do it, and highlight some successful CRO case studies.</span></p> <p><span style="font-weight: 400;">Let’s get started.</span></p> <h2>What is conversion rate optimization?</h2> <p><img fetchpriority="high" decoding="async" class="aligncenter size-full wp-image-7507" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1.jpg" alt="conversion rate optimization (1)" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-1-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p>Before we dive into conversion rate optimization, let’s cover the basics. A conversion happens when a website visitor completes your desired action—like a form fill, a purchase or a signup. Your conversion rate is calculated by dividing the number of conversions over the total amount of website visitors for a given period of time.</p> <blockquote><p>Number of conversions / number of website visitors = conversion rate</p></blockquote> <p>For example, if one of your product pages received 100 visitors yesterday and 10 of them made a purchase, your conversion rate for that day is 10%.</p> <blockquote><p>10 / 100 =10%</p></blockquote> <p><span style="font-weight: 400;">Finally, CRO is the process of increasing the number of website visitors who perform a desired action, such as making a purchase or subscribing to emails.</span></p> <p><span style="font-weight: 400;">In short, you’re increasing your conversion rate, which is the number of completed desired actions divided by the number of website visitors. So, if 100,000 people visit your site in a given time and 5,000 of them convert, your conversion rate is 5%.</span></p> <p><span style="font-weight: 400;">You use CRO to increase that percentage by researching your audience behaviors, pinpointing what stops visitors from converting and then adjusting your site to fix this.</span></p> <h2>Why is conversion rate optimization so important?</h2> <p><img decoding="async" class="aligncenter size-full wp-image-7508" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2.jpg" alt="conversion rate optimization (2)" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-2-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">There are several benefits of CRO, including:</span></p> <ul> <li style="font-weight: 400;"><b>Increased sales</b><span style="font-weight: 400;">—If you want customers to make a purchase or visit your checkout page, effective CRO will boost sales. Even if you’re just guiding people to download an asset or sign up for a newsletter, increasing your conversion rate will help you generate more high-quality leads, which can then become buyers.</span></li> <li style="font-weight: 400;"><b>Increased high-quality leads</b><span style="font-weight: 400;">. If you build a tailor-made journey for your target customers—with specific language and information—you’ll realize that those who bite are truly interested in your offering. They’re also more likely to enjoy your product, return and spread the word.</span></li> <li style="font-weight: 400;"><b>Increased ROI</b><span style="font-weight: 400;">. Since CRO is about optimizing the journey for people already visiting your site—instead of just trying to funnel in more visitors—it helps you get more bang for your marketing buck.</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">I</span><b>ncreased brand affinity</b><span style="font-weight: 400;">—The smoother your customer’s journey, the happier your customer. Have you ever gone to a website and tried to make a purchase, but found the setup confusing? Your opinion of that brand probably wasn’t great. CRO helps to avoid or remedy these problems.</span></li> </ul> <p><span style="font-weight: 400;">Now that I’ve shared the CRO gospel, let’s jump into what the CRO process entails and how you can start generating conversions.</span></p> <h2>How do you manage conversion rate optimization?</h2> <p><img decoding="async" class="aligncenter size-full wp-image-7509" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3.jpg" alt="conversion rate optimization (3)" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-3-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">The first step of CRO is to choose the conversion you want to track, such as making a purchase, form-filling, or signing up for a trial. Once you know your goal, you can find gaps or obstacles in the conversion path and optimize accordingly.</span></p> <p><span style="font-weight: 400;">Here’s how:</span></p> <h3>Research your audience and their behaviors</h3> <p><span style="font-weight: 400;">This is all about data. You must figure out how visitors move through your website and what stops them from converting. For this you’ll need to conduct qualitative and quantitative research.</span></p> <p><b>Quantitative research</b></p> <p><span style="font-weight: 400;">Use a web analytics platform like </span><a href="https://analytics.google.com/analytics/web/"><span style="font-weight: 400;">Google Analytics</span></a><span style="font-weight: 400;"> to gather your site metrics, including:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Where visitors come from—say via an ad or social page</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they visit most</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they spend most time on</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which devices they use to access your website</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they leave your site from</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How many pages they visit before leaving</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Demographics—age, gender, location, interests, etc.</span></li> </ul> <p><span style="font-weight: 400;">For CRO, it’s important to add conversion tracking to your site. Many analytics’ platforms let you do this by adding a simple string of code to your conversion page. This will help you see how many people convert, which demographics they belong to, and the journey they take along the way.</span></p> <p><b>Qualitative research</b></p> <p><span style="font-weight: 400;">Now you need to add context to your metrics and flesh out the customer journey by gathering feedback about customers’ experiences.</span></p> <p><span style="font-weight: 400;">Do this by using surveys distributed via email or through your website using platforms such as </span><a href="https://www.surveymonkey.com/"><span style="font-weight: 400;">SurveyMonkey</span></a><span style="font-weight: 400;">, </span><a href="https://www.typeform.com/"><span style="font-weight: 400;">Typeform</span></a><span style="font-weight: 400;"> or </span><a href="https://surveys.google.com/warm-welcome?dest=%2Fyour-surveys"><span style="font-weight: 400;">Google Surveys</span></a><span style="font-weight: 400;">. Ask customers:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did they visit your site?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What were they looking for?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Did they find what they were looking for? If not, why?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Was the experience intuitive or confusing? What made it so?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did or didn’t they decide to convert?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did they leave your site?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What issues were they looking for your products to solve? Did this match the messaging that they saw?</span></li> </ul> <h3>Audit your landing page</h3> <p><span style="font-weight: 400;">Now, it’s time to cross-check your data with your <a href="https://blog.taboola.com/what-is-a-landing-page/">landing page</a>. If you found that people left your landing page, for example, instead of clicking on a product page or converting, maybe your call to action isn’t visible or enticing enough? Or if people accessed your landing page via their smartphones, maybe you need to optimize your site for mobile.</span></p> <p><span style="font-weight: 400;">Using data as a guide, go through the elements of your landing page and find opportunities for improvement. Use tools like </span><a href="https://unbounce.com/landing-page-analyzer/"><span style="font-weight: 400;">Unbounce’s Landing Page Analyzer</span></a><span style="font-weight: 400;"> to help.</span></p> <h3>Optimize your landing page</h3> <p><span style="font-weight: 400;">Here are some important elements that you might want to optimize or include on your landing page:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">A compelling and visible call-to-action button</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">An effective headline</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Design and language that matches your ads</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">High-quality, relevant images—but not overly large as they will slow your page speed</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Simple, clear graphics and text</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">A user-friendly navigation bar</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Customer testimonials</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Fast loading time—try </span><a href="http://www.speedtest.net/"><span style="font-weight: 400;">SpeedTest.net</span></a><span style="font-weight: 400;"> or </span><a href="https://tools.pingdom.com/"><span style="font-weight: 400;">Pingdom Website Speed Test</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Mobile friendliness—try </span><a href="https://search.google.com/test/mobile-friendly"><span style="font-weight: 400;">Google’s Mobile Friendly Test</span></a></li> </ul> <p><span style="font-weight: 400;">The key is to make the path to conversion simple and intuitive. If people have to wade through several pages before they get to your core offer or checkout page, they may get frustrated and leave. Unbounce discovered several key learnings about how frustrated <a href="https://unbounce.com/page-speed-report/">load times</a> impact consumers―22% say they’ll close the tab, and 14% say they’ll visit a competitor’s site.</span></p> <p><span style="font-weight: 400;">That’s why it’s vital to optimize these elements and simplify confusing pages.</span></p> <h3>Continue optimizing with A/B testing</h3> <p><span style="font-weight: 400;">The work doesn’t end there! You can continue to experiment with different elements of your landing page through A/B testing. This involves creating two variations of an element and testing them against your audience to see which performs best. Use tools like </span><a href="https://www.optimizely.com/"><span style="font-weight: 400;">Optimizely</span></a><span style="font-weight: 400;"> to run these tests.</span></p> <p><span style="font-weight: 400;">You might test a red call-to-action button versus a blue call-to-action button, for example. If the red button drives more conversions, you can keep it and move onto another variation. Or test the red against a new color. Go crazy!</span></p> <p><span style="font-weight: 400;">There’s an almost endless amount of ways to play around with your landing page, but only run tests for one element at a time, otherwise you won’t know which variation drove your results.</span></p> <h2>Some inspiring conversion rate optimization case studies</h2> <p><span style="font-weight: 400;">Feeling overwhelmed? It’s understandable, but unnecessary. Here are some brand CRO case studies that prove the tangible results of CRO.</span></p> <p><b>Bonia</b></p> <p><span style="font-weight: 400;">Luxury fashion retailer Bonia wanted to increase online sales. After surveying website visitors, they found that 85% hadn’t found what they were looking for. Why? Because the products they sought weren’t clearly displayed in their navigation bar.</span></p> <p class="p1"> <div class="hs-inline-form"> <h4>Fashion & Beauty Benchmark Report</h4>  <script src="https://swissknife.taboola.com/TaboolaForm/tbf-dist.min.js"></script> <script charset="utf-8" type="text/javascript" src="//js-eu1.hsforms.net/forms/embed/v2.js"></script> <script> hbspt.forms.create({ region: "eu1", portalId: "143535613", formId: "d6ea2eb9-c995-4087-b497-1736803d28fc", onFormReady: function (form) { let checkboxVal = false; form[0].querySelector('input[type="checkbox"]').addEventListener('change', (e) => { checkboxVal = e.target.checked; console.log(checkboxVal); }); TaboolaForm.collectGeoData(() => { TaboolaForm.enrichForm(form[0]); }); }, onFormSubmit: function(form) { dataLayer.push({ 'formName': 'Fashion & Beauty Benchmark Report', 'formType': 'Whitepaper Download', 'newsletterRegistration': checkboxVal, 'event': 'formSent' }); } }); </script> </div> </p> <p><span style="font-weight: 400;">Bonia made a simple fix: they added these products to their navigation bar and increased their font size to make them more visible. Consequently, clickthrough rate for these products increased by 28% and </span><a href="https://www.omniconvert.com/case-study-bonia"><span style="font-weight: 400;">conversions rose 66%</span></a><span style="font-weight: 400;">.</span></p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-7510" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-4.jpg" alt="conversion rate optimization (4)" width="664" height="471" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-4.jpg 664w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-4-206x146.jpg 206w" sizes="(max-width: 664px) 100vw, 664px" /></p> <p><b>Kaya Skin Clinic</b></p> <p><span style="font-weight: 400;">Kaya Skin Clinic noticed that their conversion rate was lower than the industry average. Keen to generate more online appointment bookings they ran tests on their landing page and decided to make two changes. They placed a call-to-action with the words “expert opinion” above the sign-up form and included social proof—a count of Facebook users who “liked” their business. The call to action </span><a href="https://vwo.com/blog/call-to-action-increase-sales/"><span style="font-weight: 400;">increased sales by 22%</span></a><span style="font-weight: 400;"> and the social integration saw sign-ups jump 70%.</span></p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-7512" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-6.jpg" alt="conversion rate optimization (6)" width="698" height="434" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-6.jpg 698w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-6-206x128.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-6-688x428.jpg 688w" sizes="(max-width: 698px) 100vw, 698px" /></p> <p><b>Protalus</b></p> <p><span style="font-weight: 400;">Footwear company Protalus </span><a href="https://moz.com/blog/cro-case-study"><span style="font-weight: 400;">increased sales by 91%</span></a><span style="font-weight: 400;"> in just six months with CRO. Analytics and customer surveys encouraged them to move the “free upgrade” offer to the top of the page; add celebrity testimonials; remove unnecessary code to reduce load time; and, address customers’ pain points through testimonials and revised copy.</span></p> <p><span style="font-weight: 400;">These brands prove CRO isn’t intimidating. A landing page tweak can generate a major uptick in sales. You just have to pinpoint that change and make it happen.</span></p> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-7513" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-7.jpg" alt="conversion rate optimization (7)" width="738" height="513" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-7.jpg 738w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-7-206x143.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-7-688x478.jpg 688w" sizes="(max-width: 738px) 100vw, 738px" /></p> <h2>You Have The Traffic But It’s Not Driving Conversions</h2> <p><span style="font-weight: 400;">Does this sound familiar? You’re running paid campaigns, you know the ads are working, you’re driving traffic to your site, but the momentum stops there. You can’t get visitors to convert.</span></p> <p><span style="font-weight: 400;">CRO can help. While there’s no one-size-fits-all way to do it—because every brand and audience is unique—there are steps you can take to ensure you’re getting the most from this process.</span></p> <p><span style="font-weight: 400;">Check your analytics, survey your audience, scrutinize that landing page, and continually test. With these strategies to guide you, you’ll be primed to drive more value from your site and pave a path that leads customers to convert.</span></p> <h2>Conversion rate optimization checklist</h2> <p><img loading="lazy" decoding="async" class="aligncenter size-full wp-image-7514" src="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8.jpg" alt="conversion rate optimization (8)" width="1500" height="700" srcset="https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8.jpg 1500w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8-206x96.jpg 206w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8-688x321.jpg 688w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8-768x358.jpg 768w, https://blog.taboola.com/wp-content/uploads/2018/08/conversion-rate-optimization-8-1024x478.jpg 1024w" sizes="(max-width: 1500px) 100vw, 1500px" /></p> <p><span style="font-weight: 400;">To wrap this up, here’s a handy conversion rate optimization checklist:</span></p> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Choose the conversion you want to track—purchasing, form filling, email sign up…</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Research your audience and their behaviors:</span> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">Conduct quantitative research—via Google Analytics</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Look at where visitors come from—maybe via an ad or via social</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they visit most</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they spend most time on</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which devices they use to access your website</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Which pages they leave your site from</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">How many pages they visit before leaving</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Demographics – their age, gender, location, interests…</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Conduct qualitative research—surveys</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Look at why people visit your site</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What they’re looking for</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Whether they found what they were looking for. If not, why not?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Was the experience intuitive or confusing? What made it so?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did or didn’t they decide to convert?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Why did they leave your site?</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">What issues were they looking for your products to solve? Did this match the messaging that they saw?</span></li> </ul> </li> <li style="font-weight: 400;"><span style="font-weight: 400;">Audit your landing page</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Optimize your landing page and look for:</span> <ul> <li style="font-weight: 400;"><span style="font-weight: 400;">A compelling and visible call-to-action button</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">An effective headline</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Design and language that matches your ads</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">High-quality, relevant images optimized for web</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Simple, clear graphics and text</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">A user-friendly navigation bar</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Customer testimonials</span></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Fast loading time—try speed test tools like </span><a href="http://www.speedtest.net/"><span style="font-weight: 400;">Speedtest</span></a><span style="font-weight: 400;"> and </span><a href="https://www.pingdom.com/"><span style="font-weight: 400;">Pingdom</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Mobile friendliness—try </span><a href="https://search.google.com/test/mobile-friendly"><span style="font-weight: 400;">Google’s Mobile Friendly Test</span></a></li> <li style="font-weight: 400;"><span style="font-weight: 400;">Continue to optimize with A/B testing</span></li> </ul> </li> </ul> <p>See our articles on <a href="https://blog.taboola.com/introductory-guide-performance-marketing/">performance marketing</a>, <a href="https://blog.taboola.com/effectively-top-funnel-marketing/">top of the funnel marketing</a>, <a 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Conversion Rate Optimization (CRO): A Beginner's Guide