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CRO (Conversion Rate Optimisation)
You've managed to get a lot of traffic to your site with the help of SEO, SEA and social media. Now you probably think you're there? Unfortunately, you don't get much out of driving traffic to your site if it doesn't lead to a conversion. Many site owners spend most of their time trying to get traffic to their site, but hardly any of their time they try to improve their conversion rates. In this article, we will help you on your way to successful conversion rate optimisation!
What is a conversion?
A conversion goes beyond placing an order in a web shop. There are so many different conversions that it is difficult to name them all here. At The Dare Company, we speak of a conversion when a visitor completes the desired goal on the website. These goals can be the following:
- Placing an order
- Clicking on the phone number
- Clicking on the e-mail address
- Placing an order on a web shop
- Send a contact request
- Submit a request for quotation
- Etc.
Micro and Micro Conversions
In the field of CRO, we speak of micro and macro conversions. The difference between the two is explained below:
Micro conversion is a conversion that represents a small value. A good example is clicking on a phone number or email address. This person may contact you because a large order needs to be placed, or because they have a question.
Macro conversion is a conversion that represents a large value. Think of placing an order in a web shop. These conversions provide you with direct revenue and are therefore desired conversions.
At The Dare Company, we aim to measure both micro and macro conversions, as this contains very valuable information!
Why apply CRO?
You might still wonder why you should implement Conversion Rate Optimisation within your online marketing strategy. Simple, you want to get returns from your website, especially if you advertise! CRO can help you do that. The example below explains this well:
Where do most visitors drop out?
Before we start thinking about implementing CRO at all, we first look at the places on the site where visitors drop out. For this, we use Google Analytics. Suppose that we see from Google Analytics that many visitors drop out during the payment process of the web shop, we will use this data to find out why. There are various tools and techniques that can provide insight into this. We will go through these with you below.
- Heatmaps: A heatmap is a representation of a page that shows where visitors click. Thanks to this technique, you gain insight into the clicks of the visitors.
- Mousetracking: Mousetracking is a way of following the visitor's mouse. This can also provide very relevant information.
- Hotjar: Hotjar is a program that allows you to create heatmaps and implement mousetracking on your site.
