Conversion Rate Optimisation (CRO)

Here is a story. It’s a story that happens in companies everywhere.

Marketing decided to spend some of their budget on a new advertising channel. They spent a bit of money on Snapchat, thinking that it would bring thousands of people to the website. They were right. The ‘ROI’ from a marketing point of view was spectacular. Thousands of people hit the website over a couple of days at relatively little cost. The brand people were ecstatic.

Meanwhile, the Ecommerce team and Sales team saw their conversion rate tumble. The visitors to the site loved the viral video, but none of them was in the market to buy. The bounce-rate went up – the traffic didn’t stay long on the site. Not one of the new visitors to the site bought anything. The top line of the equation remained the same. The bottom line went up massively. 

Attracting the ‘wrong’ kind of traffic is just one reason that a company can have a low conversion rate. Even if your marketing is perfectly targeted, there are things that will stop visitors completing a transaction. 

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