CRO Agency - Conversion Rate Optimisation Agency in London

Conversion rate optimisation (CRO) is the process of enhancing or improving your website or mobile app to increase the percentage of users who perform a desired action. Desired actions can vary depending on the key performance indicator (KPI) that your business finds most valuable. You may have one desired action or multiple desired actions on different pages of your website.

Your desired actions could include:
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·      Purchasing a product.
·      Adding a product to the cart or wish list.
·      Signing up for a service.
·      Providing contact information or personal information.
·      Opting into a newsletter or an email service.
·      Completing a form.
·      Clicking a link.

You may think that increasing traffic to your website is the most important step to increasing your productivity and growing your business, however, it is essential that this traffic is converted into actions. Not only does CRO allow you to maximise your existing traffic, but it also helps you to direct new traffic made up of your target audience. This traffic is then converted into actions, creating long-term sustainable growth for your business.

Conversion rate optimisation involves rearranging, redesigning and adding different elements to different areas of your website or app. CRO also ensures that your website is well-designed, formatted effectively, appeals to your target audience and is user-friendly.

Conversions can happen on different areas of your website, including your homepage, landing pages, pricing page or blogs. For CRO to be effective, you will need to optimise every page.
When calculating your conversion rate, you need to divide the number of conversions by the number of visitors and then multiply this number by 100 to create a percentage. For example, if you have 900 desired actions from 17,000 visitors, your conversion rate is 5.29%.
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What is considered a good conversion depends on several factors, such as:
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·      Your industry and niche.
·      Your conversion goals.
·      Your traffic channels.
·      Your audience demographics.
·      Your competitors' conversion rates.

CRO result in more successful leads, increased overall revenue and lower acquisition costs. Your CRO strategy should be effective and impactful. For conversion rate optimisation to be successful, you will need to ensure you have a thorough understanding of your target audience.

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Conversion rate optimisation can be beneficial to your business in multiple ways:
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·   Increase your revenue per visitor:
‍By increasing the conversions from your website’s current traffic, you can increase your revenue per visitor without
increasing your advertising costs. Depending on your business’ KPIs, you can increase your sales and revenue and get more value from every customer. For example, if you currently receive 3,000 visitors per month and get 150conversions (5%) and CRO helps you to improve your conversion rate to 10% (300conversions), you have doubled your conversion and increased your overall sales and profits.

·   Increase your website’s traffic: As part of the CRO process, your website content and online pay-per-click advertisements will be optimised. The result of these improvements will be increased web traffic, which will consequently result in increased sales (or desired actions).

·   Lower acquisition costs: By investing in CRO, you will need to spend less money elsewhere to acquire customers. This could reduce your advertising costs and enable you to repeatedly increase your traffic and conversion rate and grow your business with lower acquisition costs.

·   Get to know your customers:
CRO strategies look at your audience, their typical online behaviour and their online preferences. Knowing more about your audience ensures your conversion rate optimisation is targeted to your audience, making it more successful. Having more information about your potential customers can also help you to create more targeted and profitable advertisements and make more informed business decisions.

·   Increase your customer loyalty:
‍CRO can help you to increase the lifetime value of both new and existing customers. This is because you will have a more thorough understanding of your customers and will be able to provide a more optimised and tailored customer experience. Improvements made to your website and content will also result in a better customer experience.

·   Improve your website’s search engine ranking:
‍The CRO process includes search engine optimisation (SEO), including improving your keyword frequency, positioning and density. Ranking higher on search engines will result in more relevant visitors to your site and more potential conversions.
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·   Have a more successful advertising strategy:
‍As mentioned earlier, CRO can result in more effective advertisements and less money spent overall on marketing and advertising. Your adverts will be more targeted to your customer base and improvements made to your advertisements and website will result in higher conversions.

·   Improve your decision-making:
Your business decisions will be based on proven data about your customers and your industry. This allows you to take more calculated risks that are more likely to succeed.

There are multiple reasons why you could choose to use conversion rate optimisation:
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·      Your conversion rate is lower than you would like.
·      Your conversion rate is lower than your industry average.
·      Your conversion rate is lower than your competitors.
·      Your business isn’t reaching your targets.
·      You are trying to grow your business.

Once you have determined that CRO is something that would benefit your business, the next step is to determine which parts of your website you want to optimise. Usually, you will first optimise the parts of your website that receive the most traffic or currently generate the most conversions.
You may also choose to target any pages that are currently underperforming and receiving the least traffic and conversions. By focusing on your highest and lowest performing pages, you should see the quickest improvement in your conversions. Alternatively, you may choose to optimise your entire website.

The most common places to implement conversion rate optimisation strategies are:
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‍1.   Your landing page or pages
The landing page is the page your visitors will be directed to if they click on an advertisement, an email link or another directing page. It may be the first (and only) page that visitors to your site see, making it an essential page for CRO. Your landing page should be designed especially for conversions, as your visitor has already responded to your advertisement. Because your landing page is specifically designed to generate sales and encourage leads, it should be your highest-performing conversion page. CRO will analyse behavioural data to see how visitors interact with your landing page. The landing page will then be optimised for traffic from different sources, have specific actions presented more simply and attractively and establish your website’s credibility. It will also be SEO optimised and include call-to-actions.
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‍ 2.   Your homepage
Your homepage is the first impression your visitors will have of your website and your business. It is therefore important that you consider both the functionality and aesthetics of your homepage. A poorly designed homepage will negatively impact your conversion, even if you experience high traffic. Optimising your homepage can help you to retain visitors, guide them further into your website and be the key difference between converting and losing conversions. CRO can improve your homepage in many ways, including improving the page’s layout, emphasising important links and information, adding call-to-actions, adding a signup button or chat feature and improving your content.

3.   Your pricing page
‍This is the landing page that lists your different pricing options or pricing tiers, including additional information about each option. A confusing pricing page that is overloaded with information, poorly structured and not user-friendly can affect your conversion rate. CRO on your pricing page can improve your leads, your sign-ups and your overall conversion.

4.   Your blog
‍A blog allows you to publish relevant, informative and helpful content about your products and industry. By demonstrating your expertise, your blog can establish you as a trusted source and help you to improve your conversion. CRO can help you to ensure your blogs are search engine optimised, include call-to-actions, include navigation to the relevant page and include the most relevant actions (e.g. subscribing to your blog or a mailing list).
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5.  Your product page
If you sell products, your product page will likely include photographs, descriptions, customer reviews and pricing. Your product page should be optimised to facilitate the purchasing process. Your desired action could be purchasing the product or adding it to the basket or the wish list. CRO analyses behavioural data, such as heatmaps, optimises your content and improves the actionable features.

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Digital Marketing Agency Specialised in Conversion Rate Optimisation (CRO)

FAQs About Conversion Rate Optimisation (CRO)