On The Money

The Two Sides Of Conversion Rate Optimization

Conversion Rate Optimization A site’s conversion rate is a critical performance metric. Its merits are apparent: high conversion numbers mean people aren’t just visiting the site. They’re also converting (i.e. Doing things beyond browsing like signing up for a newsletter, checking out other promotional channels, or actually purchasing something).

Industry experts, including DisruptiveAdvertising.com, believe that conversion rate optimization (CRO) is an excellent follow-up to this. Among a website’s main goals is to turn lookers into buyers and subscribers at a commendable rate. But like everything else, CRO and site conversion has two sides of each.

The Good Side

CRO involves getting people to act once they happen upon a website. Visual design, copywriting, user experience, and even psychology can be involved in this undertaking. A website needs CRO to help make it more conducive to conversion — easy-to-use UI for quicker signups, good content that engages the audience, etc. It might sound a bit manipulative, though CRO’s main purpose is more about making things easier for people to do what they want instead of forcing them to do what they don’t want.

Folk would want to do business with a brand if the modes of contact are user-friendly. As a result, there’s great potential for increased sales. Mere site visitors don’t do anything but browse, after all. And if a visitor finds something interesting on the site and decides to convert, CRO makes the transition relatively easy. Establishing direct connections is as straightforward as it gets with CRO.

The Bad Side

Conversion rates aren’t everything. Writing for Search Engine Journal, expert Larry Kim argues that high CTRs are more important than high conversion rates alone. Focusing exclusively on CRO for high conversion rates is fruitless due to their links to click-through rates (CTR). Kim cites a simple yet excellent reason: an offer that gets people excited to click usually leads to an actual purchase.

CRO isn’t a one-size-fits-all solution as well. A website isn’t ready for CRO if the business hasn’t demonstrated that it fits in the product market. Instead, focus is best put to improving a product and/or service before going on with CRO. It’s the product or service that’s supposed to entice customers into converting, and not the website’s CRO efforts.

CRO is a double-edged sword. Businesses better be wary of this truth, or risk being left behind. 

CRO is a double-edged sword. Businesses better be wary of this truth, or risk being left behind.