Here’s How Conversion Rate Optimisation Services Deliver Far Higher ROI than SEO

By: Neil Rimmer

 When you break it down, conversion rate optimisation services (CRO) simply optimise the various components on your website to generate higher sales and online profits. Now this is far different than SEO, PPC, Content Marketing or even social media marketing because CRO does not increase online sales by boosting traffic to your site.

Instead, CRO experts typically reduce marketing costs by eliminating non-converting keywords while optimising other on-site factors to boost sales which delivers a far greater return on investment than SEO and competing options. Specifically, conversion rate optimisation services tend to break projects down into 4 distinct phases:

Phase I: Website Review and Traffic Analysis

In this phase, conversion rate optimisation services will use heat mapping and other website traffic analysis tools to identify where visitors are getting confused or leaving your site before converting. This information will then be used to create an Optimisation Plan to fix the largest conversion problems first to help reduce implementation costs and maximise ROI.

Phase II: Optimise On-Site Factors

During the initial website review, the CRO service isolated all of the problems in your copywriting, website design, and website programming that are alienating visitors and preventing conversions. In this phase, CRO experts will fix all of the conversion problems in your various website components.

Phase III: Testing and Verification of CRO Results

To verify results and calculate overall ROI, conversion rate optimisation services will use split testing and carefully monitor Key Performance Metrics. The testing sample size required to verify results will depend upon the primary conversion goal (direct sale vs. qualified lead) and extent of revisions completed during optimisation. Ecommerce sites, for example, will have a large number of landing pages that will need to be monitored and each will require enough traffic to the page to verify results. Therefore, testing times can vary significantly when confirming CRO results.

Phase IV: Traffic Optimisation

With very few exceptions, conversion rate optimisation services will first optimise a site for conversions before moving on to optimising traffic sources. Logically and from an ROI perspective, this is the best course of action because you don’t want to invest good money in new traffic and send it to a site that isn’t converting. So once the on-site factors are optimised and tested, conversion rate optimisation experts will move to optimise your traffic sources. CRO experts will begin with your paid traffic sources and eliminate all non-converting keywords to reduce marketing costs and then move on to SEO, SMM, and other primary traffic channels.

For the typical website, it can take up to 2 months or longer for conversion rate optimisation services to complete the entire process. Larger, more complex websites can take even longer to optimise. But when complete, the results of CRO more than justify the time and expense. And since CRO experts both reduce marketing costs and make long-term changes to your website copywriting, programming and design that boost conversions long after the optimisation is complete, the ROI for conversion rate optimisation services tends to be more than double what you can generate from SEO, SMM, PPC, or competing options.

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