Conversion Rate Optimisation
If there was a weapon of mass destruction for marketing, they’d call it conversion rate optimisation. It’s a long word, often shortened to CRO. It’s a methodology typically carried out by a trained user experience professional [which I am] to ensure that the user journey is optimised for best user experience and conversion. By conversion we mean – what do you want the user to do. You can have many conversion goals, like a sign-up, a sale, a download, an enquiry, a social media interaction. All in all the user comes to your website with an objective. It’s up to you to ensure your website makes the user journey as effortless and frictionless as possible.
The trouble is by the time your website has been passed around a web design agency, a copywriter and the brand owner, there’s every chance the user has been forgotten.