More than just a buzzword, Conversion Rate Optimisation is a crucial element of the digital marketing mix that is often overlooked — and underestimated!

Ardent’s team of CRO experts, understand the importance of harnessing CRO to help scale your business and are here to give an insight into why you should care about CRO.

What is CRO Marketing? 

Conversion Rate Optimisation is all about improving the performance of your website or landing pages to increase the number of visitors who take a desired action, such as making a purchase or filling out a form. 

CRO tactics use the psychology of persuasion in design to encourage people to take this desired action. A conversion rate is calculated using a simple formula that represents the number of ‘actions’ taken on a page as a percentage of the traffic received. 

Why Should I Invest Time in Understanding CRO? 

Well that’s easy, take these as four key reasons: 

  • If you’re improving the conversion rate of a website, you’re generating more revenue with the same amount of traffic. 
  • CRO works in conjunction to drive the value of your other marketing activities, like your paid advertising and SEO. 
  • If you’re focused on understanding the needs and behaviour of your website visitors, you can provide them with an improved user experience, which can go hand in hand with increased loyalty and customer satisfaction. 
  • CRO provides valuable insights and data that can be used to make informed decisions about website design, content and your overall marketing strategy. 

We touched base with our Digital Account Director, Dom who is Ardent’s own in-house CRO expert, who shares his words of wisdom;

“CRO should be at the forefront of every business’s digital strategy, but the fact that it’s so often overlooked is a missed opportunity”.

Case Study: The Power of Your Word Choice 

Here’s an example of the power of CRO that we tested on a simple website pop-up, the difference is small but the results are powerful! 

Spot the difference! Can you guess which one performed best? 

Half of our client’s website visitors would see variant A and the other half to see variant B. We then tracked the number of leads generated from each pop-up and you won’t believe the difference! 

The results of our A/B test were clear: Variant B, the pop-up that included the word free, your and an emoji generated 25% more leads than variant A.

Word choice can have a powerful pull and entice people to take action. In this case, the website visitors were more likely to get a quote because they saw the word “free” and were convinced that there was no risk involved. The use of the word “your” added a touch of personalisation that was just enough to draw a user in. With the added bonus of an emoji, which is proven to improve click-through rates time and time again. 

Without implementing these tests, you are blindly assuming your call-to-action (CTA) is strong enough to convert users on your site. In this case, the leads were good, but they can always be better! And if you don’t test you don’t know! 

5 Tips to Get You Started on CRO 

  1. Understand your audience: The first step in CRO is to understand your target audience. By identifying your ideal customer, you can craft your website and digital marketing strategy in a way that speaks directly to them.
  1. Keep It Simple: Your website should be designed with a clear CTA that makes it easy for visitors to take the next step. This could be a button to purchase a product or a form to sign up for a newsletter.
  1. Testing, Testing, 1,2,3! One of the most powerful tools in CRO is A/B testing, as highlgihted by the above case study. This allows you to make small changes to your website or landing pages and see which ones have the biggest impact on your conversion rate. Here are a few simple things you can implement to test: 
  • Offers: You can communicate the same offer in a number of different ways. For example, “Get 20% OFF your next purchase” vs “Save up to $50 off your next purchase” 
  • Call to action button: From different colours to the copy. These are the little things that can make a big impact on your conversion rate. 
  • Imagery: Try A/B testing two different hero images.
  1. Data-Driven Decisions: Collecting data on your website visitors and their behaviour is crucial to understanding how to improve your conversion rate. There are many tools available to track the behaviour of users on your site, if you don’t have Google Analytics set up, this is a good place to start. 
  1. Mobile First: With more and more people accessing the internet on their mobile devices, it’s essential to optimise your website for mobile. This includes making sure your site is responsive and easy to navigate on a small screen.

By implementing these tips and focusing on CRO, you can improve the performance of your website, increase your conversion rate, and grow your business.

How Ardent Can Help With Your CRO

Our extensive conversion rate research and data analysis is the basis of our specialised CRO approach. Ardent’s CRO experts are best placed to help you maximise conversions across key areas of your site. 

As conversion rate experts, our team has the knowledge and experience in some of the best CRO tools available. CRO is all about data and there’s no guesswork involved in our strategic recommendations. You may find a lot of general best practice tips online, and these shouldn’t be implemented without a proper audit and review of your current site. What works for one industry may not for the next. 

Ardent offers a comprehensive free website audit tailored to the needs of your business to get you started on your CRO journey!