Each year conversion rate optimization (CRO) becomes a stronger focus for inbound marketers. I personally think it’s one of the most important analytical values. While most people attribute increasing conversion rates to increasing sales, it actually does a lot more than that.
CRO Creates a Better User Experience
In most cases, if you have a good conversion rate, you have a good user experience. You’re making it easier for people to accomplish an end goal, whether that’s buying something or otherwise.
Easy usability causes less confusion and frustration for visitors, giving them a more positive perception of your website in general.
(credit: Semantic Studios)
CRO Creates Better Design
Similarly, increasing your conversion rate typically means your site is more visually appealing. Even though this seems merely aesthetic, this goes a long way. It means your site looks legit.
Fresh design makes people more comfortable with your site and gains you more trust.
Better Brand Perception
When you have better design and user experience, you also gain better brand perception. This is one of the most important values to gain.
If people have a good perception of your brand and website, they’re more likely to refer you and trust you in general.
More Likely to Gain Natural Links
When people trust your brand and have a positive perception of your company, they’re more likely to mention you. This could be linking to you socially, in a blog post, or even using your site as an example.
If you have lackluster design and experience, you leave a poor first impression on new visitors. This makes them think you’re “less professional” and ultimately less likely to convert. Even if your service is spectacular and extremely professional, people won’t know that if they don’t convert.
Conversion Volume vs Conversion Rate
Basically he’s saying there are 3 groups (from his post):
1st Camp – is in the favor of giving more weight to the conversion volumes. I am from this camp.
2nd Camp – is in the favor of giving more weight to the conversion rate.
3rd Camp – is in the favor of giving equal weight to both conversion volume and conversion rate
Visits Transactions E-Commerce Conversion Rate Campaign A 1820 150 8.25% Campaign B 20 4 19.25% Campaign C 780 41 5.24%
Himanshu admittedly states that he leans on the conversion volume side. While I highly respect him as a thought leader in the industry, I think there should be a balance of both, especially when we’re referring to more realistic and higher volume numbers.
If you have a massive amount of leads coming in at a very low conversion rate, your traffic could potentially be spammier. When someone is thinking about your brand, the last thing you want them to think about is spam.
Now let’s say you have a massive amount of legitimate leads coming in at a low conversion. You could either concentrate on getting a higher conversion (and more sales) or getting more leads (and even more sales). It seems like getting more leads would be the clear winner since you’d end up with ultimately more purchases. However, you need to be aware that the massive amount of people that didn’t convert, will be less likely to ever convert in the future.Their first impression of your brand has already been soiled.
If you concentrate on increasing the conversion rate instead, your brand perception will increase and ultimately gain a better outcome in the long run. Especially since your “first impression” to most users will be better in general. You have to concentrate on the long term and not be blinded by quick, short lived wins.
Even if there are ways to gain more sales by focusing in other areas before conversion rate optimization, it shouldn’t be ignored. CRO is directly correlated to several advances in your website and brand. It’s not just a number that means “we’re getting more sales”.