Conversion rate optimisation (CRO) is primarily focused on one objective: To get results for your website. A conversion occurs when visitors to your website take the desired action you want.
This can include customers:
Buying a product
Download a guide
Filling out a form
Sharing on Facebook
Making a phone call
Click an ad
CRO can actually improve conversions with the same amount of traffic by making new changes and testing the results. Leveraging CRO allows your business to reach its objectives at a faster rate than relying on other marketing methods. A new report from Econsultancy found that three out of five business owners believe that CRO is crucial to their digital marketing strategy.
A/B Split Test Overview
A/B split testing simply involves testing a landing page (A) with a new variation (B), then measuring the results. The page that produces a better result stays and the process starts over again. This maximises conversion rates without increasing your advertising budget.
Here are three reasons why you should start split testing.
1. Increase Conversions
The most obvious reason to invest in CRO is to increase conversions. Whether your business sells products to a global audience or services to a local region, more conversions ultimately means an increase in revenue. Focusing on other traffic generation techniques including PPC and SEO is pointless if the traffic fails to convert.
2. Test New Offers
Do you want to know how customers would respond to a price change or a special deal your business is offering? These scenarios can easily be tested with a simple A/B split test. Then you can measure the results to see which page responds better with the new offer.
3. Improve User Experience
If visitors are quickly leaving your pages, it is your job to find out why. Maybe your offers are not relevant or visitors were not able to find what they were looking for. CRO allows you to test new variations of a page to make improvements to user experience.
If visitors are not converting on your pages, it becomes next to impossible to find out why unless you test new changes. Even a simple change in headline or layout could drastically increase conversions. But you would never know unless you test it.