The term Conversion Rate Optimization or CRO in short, refers to the systematic procedure used to improve the percentage of those who visit a certain site and carry out a desired action, be it to fill out a form or to purchase something. The CRO process is about getting a basic idea about the user movement patterns on a particular website, the kind of actions they perform, and also the reasons which prevent them fulfilling your objectives or goals. We at Server Center, make use of different conversion rate optimization strategies to serve our customers in a better way.
The word ‘conversion’ is used generally for a visitor who fulfills a site goal, be it related to anything. Suppose if your use your website to promote products, the main goal as concerned with the user is making a purchase. The main goal is also termed as macro-conversion. Further, there are also smaller conversions happening even before a user is done with a macro-conversion like for example, signing up to receive emails or creating an account. These smaller conversions are known as micro-conversions.
The conversion rate of a site refers to the number of times a particular user completes a certain goal divided by the total traffic of the site. If a user is able to convert in each visit like purchasing a certain product, you are required to divide the number of conversions by the total number of sessions (the number of times a particular user visits your site). Suppose if you plan to sell a subscription, divide the number of conversions by the total number of users. The CRO process happens after a certain visitor lands at your site. This is totally different from the conversion optimization related with SEO or paid ads in which the focus is on the click-through rates derived from the search results or the keywords which generate the site traffic.
Suppose if you own a site called Toyland. A user who visits this site can make a new purchase on each session. Here the goal is to optimize in such a manner as to generate maximum number of purchases. If a user visited the website three times, it would count up to three sessions naturally, thus creating three opportunities in order to convert.
Here you can examine the user behavior in these three sessions:
To calculate the conversion rate, you can consider the number of unique purchase orders and divide it by the total number of sessions. For this particular user, he converted two out of three times when he visited the website.
Here, Unique orders = 2
Total sessions = 3
So 2 orders = 66% conversion rate
To determine the conversion rate for your site, you can divide the unique orders by the total number of sessions.
Suppose if Unique orders = 500
Sessions = 5,000
So 500 orders = 10% conversion rate
In another example, let us consider a monthly subscription for Toyland’s Baby Development Package. In this case, the subscription is offered for the monthly delivery of Baby Development Package. Here, a user may visit the site several times, but once he buys the subscription, he would not convert further.
Here we can analyze the behavior of this user.
Here Unique Orders = 1
Unique Users = 1
So 1 order = 100% conversion rate
1 Unique User
In order to find out the website conversion rate, you can have the number of unique orders divided by the number of unique users.
Suppose Unique Orders = 500
Unique Users = 2,500
Each and every business seeks innovative methods to optimize their website and thus attain higher conversion rates. There are many strategies available for this purpose which have proven successful.
In short, it is for the business owners to decide which conversion rate optimization strategy works best for them.