Conversion rate optimisation, or CRO, has become a buzz word in the digital arena and, as an essential part of any digital marketing plan, so it should. But what exactly is CRO all about and what does it mean for business?
The conversion rate refers to the ratio of website visitors who go on to take positive action, such as making an enquiry or purchasing a product or service. CRO describes the practice of improving web design to increase these positive outcomes.
So how can you ensure that interest leads to action? There are a number of ways in which companies can enhance success through increased online engagement, both on traditional devices, such as desktops and laptops, and on mobile.
Bryan Adams, managing director, Ph.Creative, gives his top tips.