The Digital Essentials, Part 3
Developing a robust digital strategy is both a challenge and an opportunity. Part 3 of the Digital Essentials guide series explores five of the essential technology-driven experiences customers expect, which you may be missing or not fully utilizing.
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By now, you’ve probably heard of or seen some of these digital acronyms: SEM, PPC, SEO, CTA, ROAS…CRO?
CRO, or Conversion Rate Optimization, is, simply put, the process of turning potential customers into customers, and then turning those customers into repeat customers. Breaking it down a little more, a conversion occurs when a user completes a desired action that has a direct or indirect impact on a business goal (ex. transaction, completed form, etc.). Therefore, our team works towards providing visitors with a user-friendly experience so they not only complete the desired goal of the site, but also come back again and again.
Where does CRO fall into the digital equation? After SEO (Search Engine Optimization), PPC (Pay-Per-Click) and the other acquisition channels drive qualified traffic to a website, Conversion Optimization and the other engagement channels come into play. We look at qualitative and quantitative data to identify specific pain points that are stopping visitors from completing a transaction, submitting a form, or whatever the goal of the website may be. From there, we form hypotheses, and then test those hypotheses in order to provide statistically significant solutions for fixing identified problems.
We also work with a variety of tools, including Optimizely and the Adobe Marketing Cloud, in order to uncover conversion inhibitors and run tests.
With the continuing rise of the internet as a source for information and shopping, digital marketers and companies alike have noticed an increase in the number of abandoned online shopping carts or people leaving websites in the middle of a page. The questions here are why are they leaving and what can be done to fix the problems? With Perficient’s established group of CRO experts and specialists, we are here to answer those questions and work towards increasing our client’s conversion rates.
So, keep an eye out for future CRO posts, which take a deeper dive into the nitty gritty details of what we do, how we do it, and why…why is Conversion Rate Optimization not just important, but imperative for all websites in today’s digital age?