No two people are the same, and this is also the case for visitors to a website. A first visitor may come across your site by chance and never make a purchase. A second visitor will show interest in your business sector by visiting your site and may make a purchase in the future. Finally, the last visitor to your site will want to buy what you offer right away.

In CRO, we look at the conversion rate of the last group rather than the overall conversion rate of your site. In fact, by focusing your marketing strategy on visitors who are already interested in your business, “you could obtain more leads from your existing traffic [and therefore you are] more likely to produce better results for your bottom line.” (HubSpot, 2022)

The content of your website is not just about informing and selling to your audience. The keywords chosen to represent your company and your offer have a direct impact on your brand awareness and the visibility of your site. What’s more, your company’s brand and words  can have a “noticeable effect on your CRO.”(blog.hubspot.fr, 2022) Choosing the right vocabulary and emotions to convey to your visitors generates interest and encourages conversion with the right texts and calls-to-action. 

In order to make the right choice, It is always advisable to do SEO and to run using A/B tests to find out where the best opportunities for conversion are.

A/B testing for conversion rate optimisation (CRO) is not limited to written content and word choice. You can also test the design of your page or website to determine which features (such as colours, spacing, alignment or layout) your visitors prefer, making conversion more likely.

The importance of having a website that is easy and pleasant to navigate for your audience should not be ignored. “UX Design, or User (e)Xperience, becomes a powerful ally of CRO. The experience the visitor has on a website will give them confidence, reassurance, and make them want to visit new pages, buy or leave their contact information.” (blog.hubspot.fr, 2022)