Definitions: Conversion Rate Optimisation

Conversion Rate Optimisation (CRO) is an activity of refining web marketing efforts. Once a campaign is in progress and has started to produce sales or leads there are often aspects of the campaign which can be altered to increase the number of leads or sales relatively easily.

Conversion Rate Optimisation simply refers to optimising, or increasing, the number of those who come to a website and convert. Examples of a conversion include a sale on an ecommerce website, the capture of an email address to be used in an email marketing campaign or having a prospect use the contact form to get in touch with a business.

There are many ways to increase the rate of conversion, including:

• Altering the messages used in advertisements
• A/B or Split-Testing ads or landing pages to see which is more successful
• Multivariate testing by altering aspects of the same landing page or media

Conversion Rate Optimisation is often mentioned when analysing web marketing campaigns at scale. However it is often a subconscious process which takes effect during the production of a first campaign, or  a conscious process for the experienced online marketer.

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