Boardroom Topic of the Month (CRO & Web) – 5th March 2014 CRO & Web by Katrina Giura – Agency Manager, Vorian Agency

1. CRO & Web

2. CRO – What is it?
CRO or Conversion Rate Optimsation is the
process of increasing conversions (enquiries
or sales) on your website without increasing
the number of visitors.

3. Why is CRO Important?
The process of CRO is similar to that of a funnel, upon entry to the site
there is a higher volume of users compared to the number of users who
are left engaging with the website at the end of the process - the
conversions (sales/enquiry)
The Goal of CRO is to increase the number of users still engaged in the
last section of the funnel.

4. Understanding CRO Issues
http://www.youtube.com/watch?v=N5WurXNec7E
http://www.youtube.com/watch?v=cbtf1oyNg-8
http://www.youtube.com/watch?v=3Sk7cOqB9Dk

5. One of the biggest issues with most websites is that
they are designed and built from the wrong
perspective
The right person to influence the design and
functionality of your website is your visitors!

6. Create a Persona for your “Ideal Client”
Understand who your visitors are by considering the relevance
they have to your site – i.e their needs
Create Value for your visitors on your site. i.e what does your
brand proposition mean to your visitors.
Calls to Action (CTA) – do your CTA stand out and are they clear
to your visitors.
Ensure your headlines, page titles are bold and factual. They
should be no more than 10 words.
Improving CRO

7. Social Validation – people listen to people as long as
it seems genuine. Social Sharing, Reviews,
Testimonials, Product Ratings etc are great ways to
validate and give credibility to your brand, product
and/or service on your site
Title Tags & Meta – regardless of your rank in the
search engines, if you have an “attractive listing”
you will likely get engagement.
Improving CRO cont.

8. There are different ways and mediums to test CRO
• Google Analytics
• Crazy Egg
• A/B Testing
• Multivariate Testing
• Feedback/Focus Groups
• Online Surveys
Test, Test, Test

9. At the end of the day, it all CRO comes
down to one thing...
Providing the best experience possible
for your visitors!