What is Conversion Rate Optimization? - Definition & Uses

Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

Conversion rate optimization helps increase the percentage of visitors that visit a website. In this lesson, we will discuss what conversion rate optimization is, how to increase conversion rates, and the importance of A/B testing.

Conversion Rate Optimization

Do you ever wonder how you can get more people to visit your website?

Conversion rate optimization (CRO) is a system that helps increase the percentage of visitors to a website who complete the company's desired action. CRO helps optimize the search of a company's ads, landing page, and website to gain more traffic. A landing page is a web page that appears by clicking on a search engine search result or an online advertisement.

The overall purpose of CRO is to create more brand awareness and have customers buy the products. Conversion rates help determine the amount of people who visit a company's website, and track the actions they take. For instance, a company may use CRO to determine the amount of people that sign up for a mailing list, or purchase a specific product.

Conversion rate optimization helps increase sales and profit for a company. The more people that visit the page or click on a link, the better chance the company has of selling a product. It helps bring customers to part of the website that is beneficial for the company. For instance, if there is a specific product that is popular, the company can make sure a link brings them to the appropriate landing page.

How To Increase Conversion Rates

Increasing conversion rates helps a business gain more potential customers and helps maintain current customers. When utilizing conversion rate optimization, it is essential to choose the right keywords. Keywords are words or phrases that will come up in a search engine and bring up different websites. A company should choose keywords that have the most relevance to its website or products on the website. For instance, say you have an online business that sells furniture. Some keywords would be furniture, couches, tables, chairs, etc. These are all keywords that will help increase conversion rates for the furniture store.

Making sure ads and web pages are accurate and relevant are critical to the success of CRO. It is essential to make sure the right keywords and titles are being used. A title on someone's landing page should be in line with the keywords used for CRO; the titles also should be clear and easy to understand so customers can find the website.

Let's go back to the furniture example. Imagine you just revamped the website and were introducing electronics as well. Leaving the same keywords that only include different types of furniture would not help people who are looking for electronics. It is essential to continue to update the keywords as the website changes so they continue to remain relevant.

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