Online marketing is a fast-growing business, that doesn’t show any signs of slowing down. As a business owner, you probably know a fair bit about it already. SEO can push your company’s site to the top of a list of search results, and PPC will boost your traffic exponentially in a matter of hours. It’s one thing to get people looking at your site, but what then? That’s where CRO comes in.

Conversion rate optimisation focusses on influencing web user’s behaviour once they’re on your website. This online marketing technique is a little hard to understand, but then again so are consumers! It all starts with buyer persona research. A buyer persona is a fictional profile of someone in your target market. These are highly detailed, and based on both your brand and regional market research. Pinning down a buyer persona allows the marketer to make important decisions. They use this fictional web user as a model for all the content and design features which will be going into your website. It can also influence the kind of keywords used for SEO.

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After a detailed buyer persona is established, a CRO company would start looking at user journey scenarios. This is a prediction of how a given buyer persona will behave using the company’s website. What kind of information will they be most concerned about? What links and tabs will they be most drawn to? What route are they most likely to take through from your homepage? These are the kinds of questions a CRO specialist will be asking and answering in order to carry out their work. Web design companies tailor their work to your instructions. CRO firms, on the other hand, tailor it to the needs of the individual consumer. As they look into your site, CRO professional will be able to understand your company’s buyer persona more. Then, they’ll emphasise the things which are most valuable to them. After these changes, you’ll have a much easier time of turning a browser into a customer.

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After these initial changes, a CRO drive will usually involve user surveying. The findings from this will give you clear points for improvement on your site. A CRO professional will be able to draft an effective survey, but of course you’ll be able to have some input. The best user surveys have clear, definite answers. Don’t go with a sliding “strongly agree” to “strongly disagree” format. Ask your users what the best feature of your site is, and what they’d like to see improved. A multiple choice format is fine for this, provided the possible answers are specific. To help pin down the buyer persona, you might want to ask things like gender, age and so forth. Be careful about making it too long though. That’s the one sure way of slowing down your market research!

There you have the basics of conversion rate optimisation. If you’re interested in having a better idea of your target market, or a higher conversion rate, then CRO is certainly something to consider.