What is Conversion Rate Optimization (CRO)

Search engine optimization or SEO is one technique that can make a website appear on the front page of Google. With the right keywords, your website will easily appear and potentially get clicks to enter.

Unfortunately just relying on SEO is not enough, other things must be done so that your website can be optimized. You also need CRO to increase the conversion rate of the website so that the profits obtained also increase.

Get to know Conversion Rate Optimization (CRO)
Functions of CRO
How to Evaluate CRO

Get to know Conversion Rate Optimization (CRO)

There are two reasons why someone decides to create a website. First, because they want to promote content or at the same time do branding, where this can be done personally or corporately.

Meanwhile, some people create websites to sell products. This is mostly done because since the Covid-19 pandemic, online transactions have been going very fast.

If you have a second goal of selling, SEO alone will not be enough. It’s useless if the leads that enter the website are high while visitors are confused about what else to do after entering it, they end up leaving the website just like that.

That is why websites used for buying and selling must have a CRO program. The website should be well analyzed the content in it. That way, visitors can feel at home and know or can be directed to buy.

There are several things you can do to increase your conversion rate. There are several ways, namely making textual CTAs, pop-ups, landing page trials, promotions with help chat, making it easier for visitors to contact CS, remarketing, and article optimization.

Functions of CRO

The following are some of the functions that Conversion Rate Optimization (CRO) has.

1. Make Users Feel At Home

The first function owned by CRO is to make users or visitors of the website feel at home for long when visiting website pages. Because if you don’t feel at home, in a few seconds you can press the close button and sales don’t happen.

Several ways can be done to make users feel at home on the website, for example by creating interesting content or providing an attractive UX.

If the website is made carelessly or the content is unattractive in terms of UX to content, users will not stay on the website for long. They no longer want to enter the website because the content in it is considered to be of inferior quality.

2. Giving Suggestions

The application of CRO is also carried out to provide advice to website owners. The advice given can vary from the content of the content to anything that can make the user feel at home and finally take a certain action, such as a purchase.

Sometimes people feel that what they have done is not wrong. Whereas other people who enter it have difficulty. That’s why visitors deserve or not must be done by others.

The various types of suggestions that exist can be analyzed properly, they can be implemented on the website so that it can run better or can be used to increase traffic sources and also purchase conversions.

3. Drive to Buy

Getting a lot of leads from the target market is the desire of website owners. However, the incoming leads are sometimes not utilized optimally because there is no trigger or something that helps the user.

The CRO will know that so the website owner must add a button or text that directs them to make purchases of various types of products that are there directly.

Directions to make this purchase can be done directly with the button or soft selling in the article. Generally, some blog articles will be given a CTA at the end so that buyers know what to do next.

4. Increase Sales

The purpose of creating a buying and selling website is to get a large number of buyers. Without buyers, the website that has been created will not be useful at all. It can even cause huge losses.

That is why this CRO technique is applied to all websites, especially online stores. With this application, buyers can make purchase transactions easily and increase their income.

For this increase in sales, one must create a good landing page or Copywrite. So, buyers can trust more and finally decide to make a purchase transaction.

How to Evaluate CRO

Conversion Rate Optimization (CRO) evaluation can be done by doing the following things.

1. Website Display

An attractive website display will make users feel more at home. That is why the UX or interface of the website must be thoroughly tested whether it is attractive or not.

If it’s interesting, it’s unlikely to cause any problems at all. Users will feel at home and take actions such as making purchases or reading product knowledge there.

With a perfect display, CRO will be optimized, and SEO techniques are also optimized. Having a website can also be the best tool to bring profits to a business.

2. Navigation within the Website

Navigation on the website must be well made and provide convenience for website visitors. For example, easy-to-use buttons and menu layouts.

The most important things that should be there are a sitemap, contact information, social media, and other navigation buttons like search and filters.

3. Complete Content

The completeness of the content on the website is also important. Completeness must be product information, promotional information, and product prices, to other non-product information.

Normally, websites that are used for sales often make articles. They create articles to provide information and provide a CTA at the end as part of the promotion.

4. Technical Matter

Technical things also need to be considered properly to show website conversions. Some technical things that must be considered for example the speed of website access, the presence or absence of bugs, to whether or not the website is down.

This kind of thing should be considered carefully. If not, then the chances of the user not wanting to visit the website or just leaving are greater.

5. CTA button

First, pay attention to the website that has been created. Check on every page, especially the promotional landing page or the product page. Make sure there is a button to make the purchase process directly.

Also, make sure to add a link that contains a CTA either hard selling or soft selling. If there is none, it means that the CRO quality of this website is very low.

One of the goals of CRO is to direct. If not directed directly, potential buyers will run away or there is no motivation to buy.

Just relying on SEO is not enough if you want to maximize what is on the website. Moreover, it encourages sales or closing. That’s why optimization of content and content should not be ignored.

It is necessary to apply the CRO concept first to the website used for the marketplace. If the content is maximized and SEO is also good, sales can go well. Closing increases with increasing leads.