Tag Archives: conversion

3 Reasons Why Conversion Rate Optimisation Delivers Far Higher ROI Than SEO, PPC, or SMM

December 28, 2017   Search Engine Optimization   No comments

Conversion rate optimisation focuses on optimising the various components of your website to ultimately increase conversions. Also known as CRO, this optimisation process can take several weeks to complete and include one or more of the following components: Website traffic analysis; heat mapping analysis; revising direct response copywriting tools, modifying sales funnels, revising web design, and fixing web programming issues.

Now to be clear, the purpose of conversion rate optimisation is to increase online sales making it very similar to PPC, SEO, SMM, and even Content Marketing. In other words, CRO is just one of many investment options you can choose from to grow your online sales. But unlike SEO, PPC, SMM, or even Content Marketing, CRO delivers a massive ROI and is hands down the best investment option for your online business for 3 very critical reasons:

1: The ROI from CRO Continues to Grow Long After Service is Complete: You know what happens when you stop investing money in PPC, SEO, SMM, or even Content Marketing? Yep, your sales dry up and the ROI for that investment stops growing. Now sure, PPC dries up immediately while SEO, SMM, and Content Marketing take longer, but without constant investment these options will stop producing sales relatively quickly. But with conversion rate optimisation, your increased sales continue to roll in long after the CRO experts have completed their work. So even a modest conversion rate increase that only yields another $2,000 in sales per month adds up to a whopping $24,000 in additional sales throughout the year.

2: Conversion Rate Optimisation Lowers Traffic Costs: Think about it: PPC, SMM, SEO, and Content Marketing all require you to invest additional resources to generate those extra sales. So while your sales are going up, so too are your marketing expenses which means your profit margins remain flat. But CRO experts significantly boost your overall profits because they help you generate more sales with less traffic by eliminating the non-converting keywords from your paid traffic streams. CRO companies will also review your SEO and SMM efforts to make sure your efforts are actually generating sales instead of merely sending traffic. So in the end, conversion rate optimisation reduces traffic costs without sacrificing conversions so you literally generate more sales with less traffic and thus dramatically boost profits.

3: 100% Conversion Focused
Although you probably hire SEO, SMM, and PPC experts with the hopes of increasing sales, you are technically only paying for more traffic. And as you may have learned the hard way, more traffic does not always correlate with more sales. This is why SEO and PPC experts always want to talk about your rankings or the amount of traffic they are sending to your site while conveniently ignoring how many new sales their efforts are generating or how little ROI they are truly generating for their services. But with CRO experts, their only goal is to increase overall conversions and the ROI from their services reflects this fact.

Concluding Thoughts
From SEO to CRO and everything in between, a website owner has a lot of valid options to choose from in order to increase sales on their website. But unlike most other options, conversion rate optimisation will not increase your marketing costs which dramatically increases the ROI. In addition, the ROI from a CRO project will continue to grow long after the initial project is complete instead of disappearing the minute you cease investing, like with SEO, PPC and other options.

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Here’s How Conversion Rate Optimisation Services Deliver Far Higher ROI than SEO

December 18, 2017   Search Engine Optimization   No comments

When you break it down, conversion rate optimisation services (CRO) simply optimise the various components on your website to generate higher sales and online profits. Now this is far different than SEO, PPC, Content Marketing or even social media marketing because CRO does not increase online sales by boosting traffic to your site.

Instead, CRO experts typically reduce marketing costs by eliminating non-converting keywords while optimising other on-site factors to boost sales which delivers a far greater return on investment than SEO and competing options. Specifically, conversion rate optimisation services tend to break projects down into 4 distinct phases:

Phase I: Website Review and Traffic Analysis

In this phase, conversion rate optimisation services will use heat mapping and other website traffic analysis tools to identify where visitors are getting confused or leaving your site before converting. This information will then be used to create an Optimisation Plan to fix the largest conversion problems first to help reduce implementation costs and maximise ROI.

Phase II: Optimise On-Site Factors

During the initial website review, the CRO service isolated all of the problems in your copywriting, website design, and website programming that are alienating visitors and preventing conversions. In this phase, CRO experts will fix all of the conversion problems in your various website components.

Phase III: Testing and Verification of CRO Results

To verify results and calculate overall ROI, conversion rate optimisation services will use split testing and carefully monitor Key Performance Metrics. The testing sample size required to verify results will depend upon the primary conversion goal (direct sale vs. qualified lead) and extent of revisions completed during optimisation. Ecommerce sites, for example, will have a large number of landing pages that will need to be monitored and each will require enough traffic to the page to verify results. Therefore, testing times can vary significantly when confirming CRO results.

Phase IV: Traffic Optimisation

With very few exceptions, conversion rate optimisation services will first optimise a site for conversions before moving on to optimising traffic sources. Logically and from an ROI perspective, this is the best course of action because you don’t want to invest good money in new traffic and send it to a site that isn’t converting. So once the on-site factors are optimised and tested, conversion rate optimisation experts will move to optimise your traffic sources. CRO experts will begin with your paid traffic sources and eliminate all non-converting keywords to reduce marketing costs and then move on to SEO, SMM, and other primary traffic channels.

For the typical website, it can take up to 2 months or longer for conversion rate optimisation services to complete the entire process. Larger, more complex websites can take even longer to optimise. But when complete, the results of CRO more than justify the time and expense. And since CRO experts both reduce marketing costs and make long-term changes to your website copywriting, programming and design that boost conversions long after the optimisation is complete, the ROI for conversion rate optimisation services tends to be more than double what you can generate from SEO, SMM, PPC, or competing options.

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