Put simply, the goal of conversion rate optimisation (CRO) is to take those of your potential customers who haven't advanced along the engagement scale enough to make a purchasing decision (whatever that is in context of your organisation) and create a 'nudge' that will tip them from being merely interested into being a customer.
The first step in delivering results with CRO is to understand exactly what you are trying to achieve; an increase in sales, improved membership uptake or a boost in event bookings or supporter donations. Using a combination of analytics and other feedback we take time to understand what aspects of the customer journey can be improved by focusing on what it is that your prospective customers are looking for that will create that moment of conversion.
You'll find information about some of these techniques (e.g. A/B testing) elsewhere on our site but you may be asking why on earth you should care about CRO in the first place?
Well, if you've done everything you can to bring visitors to your website then you need to maximise the investment you've made in getting them through your virtual front door. Too often we hear about a new website being "successful" because visitor numbers have increased. But the question you should be asking is how many of these visitors carried out an action that meets one of your own KPIs?