SEO, SMO, CMO, UXO, CRO … In the world of digital marketing, there are many acronyms and it is sometimes difficult to find your way. However, if you look carefully, you might notice something. Each of these acronyms has one thing in common. Have you found it? This is the word optimization! Whether it is the user experience, the ranking in search engines or the conversion rate of a website, digital marketing professionals try to optimize everything. In this article, we will focus on this last point: conversion rates, via the acronym CRO.

What does CRO mean in marketing?

Cro means Rate optimization conversion or optimization of the conversion rate to French. According to the definition of HubSpot, it is THE adjustment process of your Website and its content For generate more conversions from traffic existing.

Most marketing forms focus on increasing traffic on the site, the generation of better quality prospects or the positioning of your brand to your target audience. These are all important activities, but they represent only half of the marketing puzzle.

There are many brands that do incredible work In terms of brand imagevia social networks publications for example, but which are not engaging enough once the prospect on the destination page. This happens because the brand in question has only focused on external marketing. And did not optimize the user experience for conversion. It is not because you have attracted prospects to your site that they will necessarily buy. Approximately 3.3% Only people who land on your site will perform an actionwhether it is to finish a transaction or register for a newsletter.

The Cro consists in increasing this percentage by taking immediate and metric measures on your site. It is A simple, powerful strategy And too often overlooked to generate more income.

For Calculate the conversion rateTake the number of people who take the desired action on a web page and divide it by the total number of visitors on this page. Then, multiply the result by a hundred.

In most cases, the desired action takes the form of'A call to action on the PAGe. It can be'a download,, registration,, purchase etc. – Whatever the conversion you want to reach. If you had 4,000 visitors and 30 of them have done the desired action, your formula will then be:

30/400 × 100 = 0.75.

The conversion rate was therefore 0.75%.

What is a good conversion rate?

Now that you know how to calculate the conversion rate, how define which constitutes a Good or a bad rate ?

It does not exist No University Standarde allowing qualify a rate conversion of good or bad. This measure is influenced by a variety of factors, especially the global web trafficTHE Activity sectoré and your commercial offer. It also depends on type of conversion that you follow.

By keeping this in mind, the real answer is “better than what you had last month”. Instead of focusing on achieving a specific conversion rate, strive to find out how to improve your current rate gradually.

Start with you set the goal Increase your conversions by 5 to 10 % and continue on this path. You will be surprised to see how this goal is feasible If you go step by step and if you use Your own web data as a reference.

Conversions do not guarantee income

A high conversion rate is a positive indicator of the efficiency of marketing actions implemented. However, this measure is not an end in itself. The conversion rate is useful for Evaluate whether your audience is receptive or not to your message.

However, you must consider it in the context other indicators keys such as Visitor incomethere quality of leads, the margins beneficiaries and Average command values. Also, don't forget that your business does not work through conversions, but thanks to income.

Now look some tactics that you could test and/or set up To increase the conversion rate of your site.

Refund guarantee or free trial

Here is a variable that you could modify to try to improve your conversion rate. Guarantee of refund or a free for your product.

Consumers (especially those who are not familiar with your brand) may have some small problems of trust. They will surely wonder: “What if I don't like the product?” What if he doesn't solve the problems I face? Do I really need the high-end option?

By giving customers the possibility to try before buying or being reimbursed entirely if the product does not correspond to what they are looking for, you attenuate some of these confidence problems and the risks potential linked to the purchase of your product.

Purchases – Totally – secure

Most of your potential customers are aware of any dangers to make online purchases. Gold, fraudulent websites Are known to announce popular products at reduced prices, encouraging people to leave the details of their credit card to then discover that it was a trap.

One thing that companies can do to generate additional confidence in their brand isShow safety badges During the payment process, demonstrating that the company is safe, legitimate and secure. The SSL certificate is now almost Indispensable for all websitesunder penalty of being penalized by search engines, but also by your potential customers.

Social proof

If many companies are aware of power of social proof On the whole of their site, very little think of placing it on the pricing page. However, the reasons why social proof helps other destination pages to convert also apply to a pricing page.

Potential customers like to see that a product has helped other people in situations similar to theirs. That provides third proof fromProduct efficiency while supporting the brand's claims.

This isA marketing tactic CRO who has proven himself and who almost always has a positive effect on conversion rates for pricing pages.

A powerful CTA

When Internet users arrive on a pricing pagethey need not much to backtrack at the last minute. To avoid this, Try changing your CTA.

His two objectives are tell customers potential what they must do and motivate them to act. Consequently, you will therefore have to play with text for you ensure that these two points are covered by your CTA.

Do not be afraid either to try different fonts, colors, sizes, pimples, etc. The smallest change brought to one of these elements can often have a greater impact than modifying the entire layout!

To best determine the elements likely to optimize your conversion rate, do not hesitate to contact one of the experts of our web agency.

Let's take stock of your E -Marketing strategy - Free audit!