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Conversion rate optimisation (CRO) is one of the most frequently overlooked elements of digital marketing. Far too often, business owners will focus on traffic. More traffic means more conversions, right?
The trouble with this approach is highlighted well by the analogy of a leaking funnel. If you have a leaking funnel and say, 80% of the water you put into the funnel never makes it to where you want it to go, you are faced with two options: 1. You could put five times as much water into the funnel or, 2. You could plug the holes and keep the amount of water the same.
Though this may seem like an extreme analogy, it does highlight the point well. How long would it take, and how much would it cost, for you to double the traffic to your website? Unless you have very low traffic levels, I’m guessing this is going to be difficult. However, if your website conversion rate is currently at 1% (for example), how difficult would it be to take that to 2% over the next few months. In my experience, this is far more feasible for most businesses. In fact, I’ve seen campaigns where I’ve been able to make this change all in the space of one day!
The other frustrating thing about how most businesses approach conversion rate optimisation is that they don’t even know what their conversion rate is! In most cases, this is step 1 when a company starts using me as a conversion rate optimisation consultant. Once we can accurately measure what’s going on on their website, I can begin making improvements.
Do you need a conversion rate optimisation consultant? Why not get in touch?
