What to look for in Conversion Rate Optimisation (CRO)

Conversion Rate Optimisation (CRO) is a crucial aspect of any digital marketing strategy. It involves optimising a website or landing page to increase the percentage of visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. However, it’s not enough to simply implement CRO tactics and hope for the best. To truly optimise your website’s conversion rate, you need to regularly review and analyse key metrics. Here are the top metrics to review when assessing your website’s conversion rate optimisation:

1. Conversion Rate

The conversion rate is the most important metric to monitor when assessing CRO. It measures the percentage of visitors who take the desired action on your website. The conversion rate can vary depending on the specific goal you are trying to achieve, such as completing a purchase or filling out a form. By monitoring the conversion rate, you can identify which pages and tactics are most effective at converting visitors.

2. Bounce Rate

The bounce rate measures the percentage of visitors who leave your website without interacting with any other pages. A high bounce rate can indicate that visitors are not finding what they are looking for or that your website is not engaging enough. By identifying pages with high bounce rates, you can determine what changes are needed to improve engagement and reduce bounce rates.

3. Exit Rate

The exit rate measures the percentage of visitors who leave your website from a specific page. Unlike bounce rate, exit rate takes into account visitors who have interacted with other pages on your website before leaving. By analysing exit rates, you can identify which pages are causing visitors to leave your website and take action to improve engagement and conversion rates.

4. Time on Site

The time on site metric measures how long visitors spend on your website. This metric is important because it can indicate whether or not visitors are engaged with your content. If visitors are spending very little time on your website, it may be an indication that your content is not engaging enough or that your website is difficult to navigate.

5. Click-Through Rate

The click-through rate (CTR) measures the percentage of visitors who click on a specific link or call-to-action. CTR is a valuable metric because it can help you determine which links and CTAs are most effective at driving engagement and conversions. By analysing CTR, you can determine what changes are needed to improve engagement and conversion rates.

6. Cart Abandonment Rate

If you have an e-commerce website, the cart abandonment rate is a key metric to review. It measures the percentage of visitors who add items to their cart but leave your website before completing the purchase. A high cart abandonment rate can indicate that visitors are encountering issues during the checkout process or that your website is not offering a compelling enough value proposition.

Regularly reviewing and analysing these key metrics is crucial for successful conversion rate optimisation. By understanding the data and making data-driven decisions, you can continually improve your website’s performance and achieve your conversion goals.