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Conversion Rate Optimization

by | May 23, 2012

Getting people to your website is just the beginning. Are they engaging? Have you qualified them as a hot lead? Better yet – as a customer? Every touch counts, and every interaction can make or break a relationship, so if you’re guessing, you’d better guess right. Hope is not a sound strategy.

CRO (Conversion Rate Optimization) is the process of measuring user behavior through experimental design to test for statistically significant differences between samples. The resulting data is applied to influence future user behavior. Web-based clicks, purchases, subscriptions, submissions, up-sells – if you can measure it, you can improve upon it.

Measuring the performance of your digital marketing channels provides vital insight into improving customer acquisition and retention. Conversion rate optimization means making incremental improvements to the user experience that can have a remarkable impact on people’s behavior.

The good news is there is certainly opportunity for improvement. The bad news is you’re not paying attention. Your audience knows what they want – your job is to help them get it. We’re not just talking about symptoms like rankings and traffic – we’re talking about creating lifetime value.

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