While a lot of digital marketing focuses on building traffic and directing people to your website, conversion rate optimisation (CRO) aims to turn more of this traffic into paying customers. Through enhancing your content and copy, split testing the elements on your web pages and improving workflows, CRO helps you reiterate your website until it’s working to its best ability.
Here, you’ll find all of our insights on CRO to help you engineer a high conversion rate on your site. Familiarise yourself with the basics, or browse our glossary of most-used terms on this subject.
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A Breakdown Of CRO Jargon
The proportion of visitors that complete the action you want them to take after viewing a particular section on your website.
Unique Selling Proposition (USP)
A USP is the value you can provide customers that sets you apart from your competitors. This can be leveraged to optimise your website content.
Testing alternate versions of elements and sections to identify the approaches that provide the best conversion rate.
Multivariate Testing (MVT)
Testing multiple elements and variables on a website or page to determine which generates the highest conversion rate.
Splitting your customer groups into segments that appeal to their different desires, behaviours and characteristics to provide an optimised experience for each user.
Customising a website’s experience for each user that visits your page, based on their previous data.
The model that explains the customer journey: from becoming aware of your business to becoming a customer and making a purchase.
The reason that visitors have come to your site and what they’re looking to gain.
The proportion of visitors that leave without browsing further or clicking on a link to another part of your website.
The practice of writing text for your website, which is designed to fulfil the objective of each page e.g. to convince readers to buy a product or book a consultation.
How simple and easy to read the text on a web page is.
User Interface refers to the visual layout of a website and how users interact with the graphics, text, buttons and all the other features on a page.
User Experience describes the experience users have on a website and how seamlessly and logically they can flow through the stages of a transaction.
Call to Actions are words or buttons that prompt visitors to perform a desired action like buying a product or signing up to your newsletter.
Click-Through Rate is the proportion of visitors that click on a CTA or specific link which indicates how successful your page is at converting users.
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