How Conversion Rate Optimization Impacts Digital Marketing

How Conversion Rate Optimization Impacts Digital Marketing

It’s difficult enough to attract new clients to your website without having to contend with the advertising of your competitors on Google, Facebook, and other sites. However, this is only half the battle. You must also convert those site visitors into leads or sales, which is the more critical part of your job. 

Conversion Rate Optimization or CRO is the name given to the practice of increasing the number of website visitors who become customers. What CRO is, how to accomplish it, and why this is important to your bottom line will be explained in this article.

Understanding CRO

CRO is about increasing the percentage of visitors that convert into customers through whatever action you want them to accomplish (e.g., transactions on your website, email lead form submissions, phone call inquiries). 

Conversion rates can vary widely. They can depend on various factors such as the e-commerce platform you are on, the devices you are operating with, your type of products and services, etc. If you want to maximize your income, you need to pay more attention to CRO than most of your competitors do.

Steps for Optimizing Your Conversion Rate

If you want to get the best conversions in digital marketing, you need to consider the following:

 1 – Optimization across Devices

There is no such thing as a one-size-fits-all answer. Desktop, tablet, and mobile device optimization are all different. In today’s environment, mobile is typically the most critical experience that has to be optimized since it accounts for the bulk of incoming traffic for most businesses (although many designers are still overly focused on desktop design).

2 – Optimizing Navigation

User experience (UX) is key to your site’s success. Usability, navigation, page design, process design, email form design, and overall site speed are all factors to consider (and speed matters for Google to get higher up their search results). 

This entails regularly A/B testing multiple variations of page headings, text, voice, creatives, offers, calls to action, colors, sizes, messages, and so on to discover which drives the most conversions.

By watching people interact with your website, you’ll figure out where the conversion funnel’s drop-off spots are. How many site visitors result in product searches, shopping cart additions, checkout process beginnings, and completed sales? From start to finish, every stage of the process must be optimized.

3 – Coordinating Your Marketing Efforts

You may consider the following questions:

  • Are there some marketing channels that perform better or worse than others? 
  • Are there any differences in client demographics? 
  • Do different landing pages from different advertising affect conversion rates?
  • Do certain items convert more effectively than others?

It’s not only about improving the UX of your site; it’s also about collaborating with your marketing department to enhance what they’re doing to increase conversions.

Metrics That Measure CRO

There are a variety of approaches to investigate your UX and see how customers interact with your website. 

  • Customers may be polled to find out what they like and don’t like about your UX. 
  • You may use A/B testing to determine which web design version worked better. 
  • Look at your Google Analytics data to figure out where the drop-offs are occurring. They also provide eCommerce funnel optimization tools.


CRO will have a direct impact on your sales. You may have to make some changes and hire a few outside companies to do it right, but the effort is worth it. You’ll be pleased to see your e-commerce revenue increase.

Are you looking for a digital marketing agency in Denver to help you with CRO? Digital Rogers provides high-quality, data-driven digital marketing services to generate growth for your brand. Contact us today to learn more!

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