5 Reason Why Conversion Rate Optimization (CRO) Should Matter to Any Small Business (SME)
Conversion Rate Optimization (CRO) is the strategic practice of boosting the number of users who perform a desired action on a website or mobile app. This process starts with identifying potential enhancements in your site or app’s design and functionality. Once you’ve pinpointed these opportunities, you validate your ideas through rigorous A/B testing and multivariate testing to see what truly resonates with your audience.
For small businesses, every visitor counts, and turning them into customers is even more crucial. Here’s why CRO should be on your radar:
- Maximize Your Current Traffic: Instead of spending more to get new visitors, CRO helps you get more out of the visitors you already have. It’s a cost-effective strategy because you’re optimizing existing resources.
- Better ROI: Improved conversion rates mean a better return on investment (ROI) from all your marketing efforts. Each visitor who converts could be a potential repeat customer, magnifying the value of your initial acquisition cost.
- Understand Your Customers Better: CRO involves a deep dive into customer behavior. By understanding what makes them click, you can tailor your offerings and enhance user experience, which often leads to increased customer loyalty.
- Stay Competitive: In today’s digital marketplace, your competitors are just a click away. CRO can give you the edge needed to keep users on your site and engaging with your content, products, or services.
- Increases Customer Lifetime Value: CRO doesn’t just help convert visitors into one-time buyers; it optimizes their entire journey, encouraging repeat purchases and increasing their lifetime value. By continuously refining the user experience and ensuring that each interaction is as compelling as possible, CRO can turn casual browsers into loyal customers. This long-term engagement not only boosts sales but also promotes stronger brand allegiance, which can lead to word-of-mouth marketing and higher customer retention rates.
Campaign Objectives
The Goal of Gobanna, A Dutch caravan (mobile home) manufacturer was to get more traffic to the 3 sales pages they have about the different models:
- Gobanne 1200
- Gobanna 1500
- Gobanna Off Road
Execution
We began our analysis by evaluating the existing homepage, quickly noting that its design lacked excitement and the process to schedule an appointment was cumbersome, requiring four clicks from the homepage to the appointment form.
To tackle this, we collected a mix of quantitative data—such as visitor statistics—and qualitative insights through heatmaps and session recordings. These insights informed our redesign of the new homepage.
Before officially launching the revamped page, we conducted a 50/50 split URL test, directing half of our website traffic to the original homepage and the other half to the new version. This approach allowed us to directly compare the two versions’ user behavior and conversion actions. Here are the results:
