FAQ

Conversion Rate Optimization

Conversion Rate Optimization (CRO) is a critical methodology for increasing the impact of your entire marketing mix. Your website experience and elements can make a large impact on how successful you are at getting results from website and landing page traffic.

Frequently Asked Questions

What is CRO?

Conversion Rate Optimization is a systematic approach for increasing the percentage of visitors to a website that converts into your website’s unique objectives and needs (KPIs) or more generally takes any desired action on a webpage. It is commonly referred to as CRO. Informed by insights—specifically, analytics and user feedback.

What are quarterly CRO ‘Points’, and what are they for?

CRO is a dynamic and robust program that covers a wide variety of potential tasks. Following a hierarchy of goals, our team may recommend anything from content, layout, programming or other changes to your website to improve CRO metrics. Given this variety of activities ‘Points’ act as a means to manage your investment into those activities which balance both the potential impact of these changes, with the time needed to achieve them. Each CRO program we offer has a set budget of pre-determined ‘Points’ to assign to benefit your website each quarter.

What metrics are you measuring on my website?

Depending on the objective of the website, the maturity within a CRO hierarchy and the package level of our CRO Program, a wide variety of metrics, datasets and research are used. Some examples are bounce rates, time on site, heat maps for user flows, video click recordings for human behavioural tracking, conversion rates, A/B split test results, goal tracking and many more.

Will I receive a report of my performance from a CRO program?

Yes, we present quarterly formal reports and review calls with our team of CRO Specialists.

Do you offer a Pay-for-Performance option for your CRO programs?

No. We would be happy to discuss your needs and how our offerings can match a variety of scalable programs.

What is ‘A/B or ‘Split’ Testing’?

A/B testing (or split testing) is a strategy for comparing the performance of two variants, A and B. It aims to use a statistical comparison of a hypothesis for which variant will outperform the other for key metrics.

What is a ‘heat map’?

 A Heat Map is a visual dataset presented as a coloured overlay to highlight information about how a large number of site visitors use and interact with a website. Heat Maps can help to find patterns in behaviour, friction points in a website design or browser issues. CRO programs often use Heat Maps to provide insights for possible changes or improvements.

 

 

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