Conversion Optimization, also known as conversion rate optimization or CRO, is the optimization of your website/online sales funnel in order to increase conversion (turning visitors into clients). It has nothing to do with getting traffic to your website—instead, it is the art of using that website to increase sales.
The “sales funnel” concept is a simple one: you get visitors to your website/landing page from everywhere—SEO, social media, blog content, etc. Every one of those visitors can become a client. Your website or landing page contains content, images, videos, and information that will turn the visitor into a paying customer.
CRO is the optimization of your content so that it increases the chance of someone becoming a customer (conversion). CRO is often done by A/B testing or split testing: creating two similar versions of a landing page and testing them to determine which is more effective. You end up using the variant that has the highest conversion rate (clicks, sign-ups, downloads, sales, etc.). But you don’t stop there! You continue to create new and improved versions of your landing page to continue to optimize your conversion. Over time, you end up with a highly efficient sales funnel that will drive people to take action: join your mailing list, buy your product, contact you, and so on.
The good news is that you may only need to make minor changes to your website’s content, layout, structure, or presentation. Even small tweaks in theme, a few minimal word changes, or the addition or deletion of a video can make all the difference. The small changes can have a visible effect on the conversion of those visitors.
It’s vital for you to continually be looking for ways to do things better, especially in terms of your sales funnel. You want to increase your conversion rate as much as possible. You may not be able to drastically increase the number of visitors you get to your website, but you can ensure that MORE of those visitors are taking action once they’re on your site. In the long run, CRO can help you to do more even if you don’t have millions of unique visitors to your website every month.
Instead of investing in advertisements to encourage people to buy, you can drive them to your website. Once there, your content will do the work of converting them into customers. It’s a “soft sell” method that works far more efficiently than direct advertising!