Conversion Optimization or Conversion Rate Optimization (CRO) is designed to increase the percentage of visitors who become leads, buy products or take another desired action, such as signing up for a newsletter. CRO picks up where a sound SEO strategy leaves off. While one campaign is meant to drive more traffic to a website, the other seeks to encourage visitors to take desired actions once they arrive on site.
Identifying and understanding the target audience is as critical for a CRO campaign as it is for SEO. Once search engines drive traffic to a site, the site must also appeal to the demographic. SEOTonic’s specialists work with clients to define the audience and ensure a website doesn’t turn visitors away once they arrive.
The desired action for visitors to take once they land on a site must also be clearly defined. “Conversions” technically add up to a variety of actions that include buying, downloading, registering, making referrals and so on. The precise actions must be defined to create an appropriate strategy.
Once the target audience and desired conversions are defined, website content and features need to be created and/or retooled to promote the desired action. To obtain the best possible results, A/B and other testing needs to be performed, as well.
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