To understand conversion rate optimisation (CRO) and how it enhances digital marketing, one must examine the aspects involved in online marketing.
What is digital marketing?
Digital marketing is the promotion of brands, products and services via the internet using digital platforms, and technologies.
The ultimate aim of digital marketing is to increase revenue. Therefore, the digital marketing plan forms the blueprint for channels to
- drive traffic to websites,
- make and retain online contact with current and prospective customers, and
- promote brands.
Digital marketing channels
Digital marketing channels include the following:
Search engine optimisation (SEO)
SEO is about how the company website’s content and structure are understood by search engines. The better they are understood, the more search engines can do to entice people browsing the web, to visit the site.
Well-planned SEO executed by a reputable search engine optimisation company in Sydney and all over the globe include
- on-page SEO – optimising elements within a webpage,
- off-page SEO – strategies implemented outside the website, and
- technical SEO – optimising a website’s infrastructure and back-end elements.
Pay-per-click (PPC)
PPC is a digital marketing tool that is often used by an SEO optimisation company. Businesses only pay the platform when an online ad is clicked on. Search platforms accommodating PPC include Google Ads, Meta Ads, and Microsoft Ads.
Social media marketing (SMM)
Businesses in Sydney, for instance, use social media platforms for search engine optimisation in Sydney to reach a wider audience. The platforms run paid advertising campaigns and are ideal for brand awareness.
Social media platforms accommodating this include
- Facebook,
- Instagram,
- LinkedIn,
- TikTok, and
- X (formerly Twitter).
Google My Business (GMB)
This tool allows businesses – free of charge – to manage their online presence on Google Search and Maps. Information such as addresses, phone numbers, websites, and opening hours are displayed.
Google My Business is a digital business directory. If it is kept up to date, it is a very effective marketing tool for local businesses.
Focus on Conversion Rate Optimisation (CRO)
Conversion rate optimisation (CRO) is the centre of a successful digital marketing strategy.
Purpose of CRO
Its purpose is to increase the conversion percentage of visitors to a website or app. It is important to note that ‘conversion’ means any desired action taken on the website by visitors. Thus, although the ultimate aim is to make visitors clients, ‘conversion rate’ is not the same as the ‘purchasing rate’.
Core elements of CRO
By implementing CRO as the centre of the whole digital marketing strategy, a business uses data and statistics to determine the conversion percentage. The following aspects are taken into consideration when gathering information:
- Website usability. The site navigates easily, has fast loading speeds, and responds effectively.
- Call-to-action (CTA). The site’s content and structure entice visitors to take the next step.
- User experience (UX). The website design is target-user-centric. Visitors must want to visit the site.
With CRO, digital marketing channels can be enhanced when weak points are detected and better options are implemented. To find the best solution for a weak channel, split testing is a commonly used tool. With split testing, two versions of a variable such as an element of a webpage are implemented on the website to determine which version performs the best.
Benefits of CRO
CRO helps businesses to
- understand customers better,
- enhance visitors’ on-site experiences,
- allocate the right amounts to marketing channels such as PPC, and
- increase return on investment.
A real-world example where, according to the company’s sources, CRO has increased the company’s return on investment is ‘World of Wonder’, a production company which has implemented CRO and reported 20% more conversions across all their landing pages.
Conclusion
CRO is how a business discovers what is working on a website and what can be done to improve elements that are not successful. It is a key role player when a business wants to maximise its return on investment (ROI).