Background
What is website optimization?
Most sites share a common goal: to drive results, whether it’s getting users to sign up, attend an event, talk to sales, or achieve other business objectives. But how do you make sure your site is achieving your goals and how do your design choices influence visitors’ actions on your site? For example, will tweaking the size, color, or copy text of a call-to-action (CTA) button drive more visitors to click it? Those are the types of questions website optimization seeks to answer, and likely, why you’re here!
Website optimization is regularly testing and refining your website’s design, user experience, and functionality to improve performance or increase engagement.
What is conversion rate optimization?
Conversion rate is a metric that describes how often visitors or prospects achieve one of your key business objectives, for example, converting to a paid account. Your website can play a large role in your conversion efforts by hosting marketing campaigns, personalized offers, incentives, and similar.
Conversion rate optimization is the process of making improvements to your site to increase the number of visitors who take actions aligned to your business goals.
What is CRO strategy?
It’s tempting to jump right in and start creating variations, but before you do, it’s important to have a clear purpose and plan.
If you’re new to CRO strategy, consider this simple, three-step approach to get started:
- Identify a problem. Use data to hone in on a problem that could be solvable through changes to your website. Form a hypothesis.
- Develop an if—then—because statement. If [website change], then [impact or result], because [user need met or problem solved].
- Brainstorm ideas. Determine which changes to website design, copy, or user experience could help prove your hypothesis (and lead to greater conversions).
CRO strategy is the tactical plan you and your team come up with to optimize your site, including a problem to solve, a hypothesis, and ideas to test.