Does Your Website Need CRO?

A business that desires conversions from leads demand CRO for the website.

The CRO of your website begins with UI-UX and site structure. Developing and modifying a website is very crucial for any business that cares about its customer experience. A site from the 90s is no longer even click-worthy as of now. Even the sites from 2010 can’t hold your attention longer than 3 seconds.

Website up-gradation in line with the trend is your first step of CRO. Whilst researching best practices for improving your business online, you may practice SEO, CRM, but CRO. 82% of website owners, find the decision of applying CRO tough.

Undoubtedly, SEO helps to get better traffic, and CRM helps to maintain good relations with customers. However, to hold and retain the traffic you get, CRO plays vital. CRO is a collection of methods that help to increase your conversion rate.

Let’s explore the cases why your website needs CRO and how does it help in improving your business:

Why conversion rate optimization work variably on sites?

It is important to consider - why to implement CRO for your website? Not all websites need CRO as some need good SEO over CRO. Deciding to do anyone becomes extremely needful when your time and budget are limited and you cannot afford many things to be done. If your site is good at CRO but very bad at SEO, then all the money you put on your website will go in vain.

Before understanding when your website needs CRO, you need to define some important terms. You see, Conversion and thus conversion rate optimization does not mean the same to everyone. For someone, the conversion could simply be clicking around your site and visiting different pages of it, for others, it could be signing up a newsletter or something else.

There are two kinds of conversion: Macro conversions and Micro conversions. As the name indicates, Macro conversions are the primary goals i.e., the most important thing that you expect from the visitors. Micro conversions, on the other hand, are small conversions that can propel users for macro conversions. Trying to achieve both is important.

Now that said, let us see some of the signs that tell that your website needs CRO.

Click here to know Conversion rate optimization best practices: 2020


Why do your website have high traffic but the low conversion rate?

If you measure the traffic of your site and the conversion rate of the customers and find a large discrepancy, then obviously there is something that must be changed in order to increase the conversion rate.

At times, too much or too little information may affect the conversion rate. Your text font, images, colors, and everything that is visible and not visible on the site matter the conversion rate.

How to find the exact reason for having a low conversion rate? Here are a few pointers that may help you analyze better:

Your assumptions of customer behavior do not match reality:

Upon completing the good design of a website, you may have a specific idea of the behaviors of the customer. But, if the information from heatmap is revealing something else, then it’s time to dig deep into CRO tools.

You need to modify your website with CRO so that all the important elements get proper attention. Before performing any modifications, your site needs A-A/ B-B testing. And two to three more iterations of the A-B testing.

You just considered design but hadn’t thought much about other things:

This is one of the red flags that might require you to do both SEO and also CRO. The point here is: The designer you are working might have good knowledge about the aesthetic and feel of the website. But not about the user’s psychology.

This is one of the red flags that might require you to do both SEO and also CRO. The point here is: The designer you are working might have good knowledge about the aesthetic and feel of the website. But not about the user’s psychology.

Although if you have focused on designs, graphics, and UI-UX, you still need to work on CRO. Take the required tests so that you can minimize the potential loss of customers.

Wrong considerations in regards to revamping the site:

There are two wrong considerations that you can make relating to revamping your website that might necessitate a CRO:

  • Not revamping it for a long time or
  • not applying proper CRO tests during a revamp.

It is not a great idea to keep the website the same way for much time without staying on the trend. You always have room for improvement and update your website. Your recent projects, your achievements, your testimonials, and website looks, could always be modified.

Testing makes you understand the effect of your new revamps. If you had just revamped the website without adequate CRO testing, then you are throwing darts in the dark. Though the next two things might not strictly be a sign of needing CRO, they are a sign of a bad CRO.

You are not looking at the big picture and critically examining the results:

You may start the process of CRO by simply tweaking and doing tests. But if you are changing only the things like the color or font, then you aren’t doing much CRO but a website redesign. You must remember that it is not primarily the colors that perform the job of conversion, but overall site placement, display of your credibility.

If you lost sight of this big picture, then your efforts might be futile and indefinite. Also, you need to have a critical attitude towards test results. You might have worked tirelessly for a change, but if it doesn’t work, then there’s an attribute that you haven’t added the way your audience expects to be.

Take these things in a positive way that you have re-evaluated a false idea and understand that you have something which is a good thing.

Bottom Line

It is essential for your business growth, to know when to go for CRO. Make sure you properly justify the elements and design of the page. Do make use of different metrics like heat maps, subscriptions received, comments, leads captured, and unsubscription lists too. These will help you decide what exactly will you need to improvise.

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Thirumalesh Prasad C G

Written by Thirumalesh Prasad C G

Thirumalesh Prasad C G (Thiru) is an entrepreneur, Founder, and CEO of Inboundsys, India's No.1 Hubspot partner agency, and an IT services company. Before starting Inboundsys, Thiru has had 12 years of experience working for various multinational IT products and services companies in India and abroad. He has been a significant member and worked as a user interface architect in designing the user interface for many web applications and products. In addition to running Inboundsys, he is also an advisory board member in a couple of other design studios and digital marketing agencies. He is a passionate blogger and a writer who loves writing on digital marketing, inbound marketing, lifestyle, philosophy, positive thinking, and motivation.

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