CRO: Getting Customers Past Your Digital Door

Joe Gibbs our consultant managing the role
Author: Joe Gibbs
Posting date: 2/25/2021 11:34 AM
Conversion Rate Optimization. CRO. If you’re an established business just getting on the technology track to improve your business, these words and acronyms can sound difficult and confusing. So, let’s put things a little simpler.

Your website is your digital doorway to your business. Your service is your digital handshake. When you’re able to meet with customers face-to-face, you can get a firmer grasp on their likes and dislikes. You get to know your customers over time, they get to know you, and you begin to learn what the want so you can improve your business.

If you’re a startup, you’ve opened your business because perhaps you’ve been a customer and saw a need no one could fill but you. 

Whichever type of business you are, when you make changes to your website to improve your customer experience, you’ve worked through conversion rate optimization, though you may not have realized at the time.

What is Conversion Rate Optimization?


It is the penultimate testing strategy to convert visitors into customers. Let’s assume your eCommerce business is bringing in leads, but no one is clicking the ‘buy now’ button. If you’re wondering why, this is your chance to test your CRO through A/B testing.

This kind of testing examines your original version against a change in your wording or colors. Consider the number of times you’ve seen Amazon’s logo change over the years. Today, the name is no longer needed, only the smiling arrow. The simplest of tweaks to your call-to-action (CTA), logo, colors, wording, or even a well-read or reviewed article can drive more leads for your business.

Simple testing with big consequences can be overwhelming to consider. But with a few key points to consider, you may have a better focus on what you need to do. This focus will help you identify your goals, your audience, and the best conversion touchpoints for your business.

What Do You Want to Optimize?


Conversion means many things to many people. While ultimately the goal is to convert visitors to customers, there are a variety of ways to get there. So, what do you want to do? Do you want to have more visitors call or fill out your contact form? Do you want new subscribers to your website? Or do you want your visitors to click ‘buy now’ or ‘add to cart’?

Choose one goal and work from there. Data you may already have or can gather, can offer you insight into your customers to help you know the best way to move forward.

Know Your Customer


Digital and Web Analytics can help you navigate the Data gathered about your customers. For example, who’s already visiting your site? How did they find you? Age, gender, and location are additional demographics which may help your team make informed decisions about what to test, why, and how it will improve your conversion rate.

Bringing Your CRO Team Together


There are three main roles most often brought together for conversion rate optimization. Smart businesses make CRO a part of their Marketing Strategy. So, it’s only fitting Marketing is on the list. 

Marketing - These are the professionals who understand people. They know the strategy behind every level of the sales funnel within the customer journey. And from these understandings, they can troubleshoot, if needed, with acquisition, qualification, or optimization.

Acquisition – These are the professionals responsible for bringing in new business. New leads. New customers. It’s their experience which can help to identify what’s optimizing well and what isn’t whether from targeting the wrong data point or on-page issues.

Web Developer or Designer – These professionals assist with the technical aspects of conversion rate optimization.

Begin at Your Homepage


If you’re wondering where to begin, it’s best to begin at the homepage. This is where prospective customers find you and determine whether they’d like to look around a little more or not. So, knowing this there are a few things to keep in mind.

ABT – Always Be Testing. This is a circular exercise in keeping up with the Jones’s of business. The more you know about your site, your goals, and your customers needs, your improvements can help to generate leads and increase sales.

OTE - Optimize the Experience. When setting your goals, you’ll want to consider three goal types and set one or more. The first is to ask yourself, what do you want to happen immediately? If you want more clicks or views, this is an immediate goal. If you have a finite amount of time to generate leads, say fourth quarter of a given year, you may wish to set a campaign goal. And if you want to project net revenue or lead quality, you’ll want to set a long-term goal.

Ready to optimize your conversion rate in your job search? Harnham may have a role for you.

If you’re interested in the Digital Analytics, Data & Technology, or Machine Learning just to name a few, Harnham may have a role for you. Check out our current vacancies or contact one of our expert consultants to learn more. 

For our West Coast Team, contact us at (415) 614 - 4999 or send an email to sanfraninfo@harnham.com

For our Mid-West and East Coast teams contact us at (212) 796-6070 or send an email to newyorkinfo@harnham.com.  

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