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Conversion rate optimization - the ultimate guide
Marketers focus heavily on driving traffic towards websites with SEO efforts and social media, but what happens once visitors start landing on your website? How does this traffic convert to leads, and what can you do as a marketer to improve conversions?
Here’s a comprehensive guide to help you understand what conversion rate optimization (CRO) is, and how it can help your company.
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What is conversion?
Conversion refers to completing a site goal. Site goals are website actions that align with the overall webpage objective. Different businesses set different kinds of site goals. Website conversions or site goals fall into two categories:
Macro conversions
These are the primary goal of the web page. To optimize for macro conversions, you need to track and refine micro conversions.
Some examples:
- Revenue conversions - checkouts, purchases.
- Prospect/Customer acquisition - demo request, sign-ups.
- Content subscriptions - signing up for a newsletter, etc.
Micro conversions
These are intermediary small goals that lead to a macro conversion. They show the visitors intent towards a potential macro conversion in the future.
Some examples:
- Interest-based conversions - downloads.
- Navigational conversions - scroll, clicks.
- Interaction-based conversions - watched a video, adding to cart.
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