'Inbound & Down'
Question of the Day

Published January 31, 2020

What is conversion rate optimization?

  1. The process of surveying past site visitors to learn why they failed to convert on specific pages.
  2. The process of testing hypotheses on elements of your site to ultimately increase the percentage of visitors who convert.
  3. The process of enabling smart content and personalization tokens site-wide in order to optimize for individual visitors, encouraging them to convert.

The Answer is B.

Conversion optimization—also known as conversion rate optimization, or CRO—is the process of testing hypotheses on elements of your site in order to increase the percentage of visitors who convert.

Typically applied using a series of tests, the goal of these studies is to ultimately improve the performance of copy, form fields, design elements, calls to action, along with countless other components. Though commonly associated with landing pages, e-commerce environments, or other pages where a visitor is highly likely to take an action, this strategy can work on any site page.

Whatever elements you select, it’s important to test them on an individual basis to accurately determine which variations are working. Each test should be run with two versions: a baseline, and a variation—often referred to as versions A and B. The baseline should reflect your site as it currently stands, and the variation should contain the updates that you hope will improve the conversion rate. 

A/B tests can be implemented on any mainstream CMS (content management system). There are dozens of Wordpress plugins, for example, that facilitate A/B tests, and HubSpot—our preferred CMS—offers built-in tools for this precise purpose.

Over time, CRO can help you convert more website visitors into leads, and ultimately, customers. It’s a valuable tool in any digital marketer’s toolbox, especially if your website serves as a significant revenue driver for your company.

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