Now although conversion rate optimization companies are relatively new, many website owners have actually been optimizing their sites for years. In fact, any split testing of price points or adjusting the copy/layout on sales pages or product descriptions is CRO. Unfortunately, most website owners quickly abandon optimizing their websites when they fail to generate tangible results. However, what most fail to realize is that while landing pages, sales pages, and product descriptions typically require optimization:
These high-value conversion pages are rarely the only problems on the site that are suppressing conversions. After all, if you have an ineffective sales funnel and only 20% of your total website traffic is even seeing your sales page—well, even a big improvement in conversions will only produce a marginal increase in overall conversions. There simply aren’t enough visitors making it to the page for the improvements in the sales page to effectively increase overall sales.
The simple truth is that conversion problems is often scattered throughout the site. To find them quickly and contain costs, conversion rate optimization experts rely on website traffic analysis tools like Google Analytics, Optimizely, or Visual Website Optimizer. But while these tools cannot tell you how to fix the problem, they can certainly eliminate the guesswork and quickly help you find them. Then, the issues are fixed and the new baseline conversion rate is established statistically over a sufficient testing sample, usually 1,000 visitors or more.
So how much can conversion rate optimization boost online sales? Of course, it varies greatly and will always depend upon the site itself. But, it is quite common to see a 40-60% overall increase in conversions after optimization is complete. However, the great news about CRO services is that they honestly don’t need to generate a big increase in conversion rate to generate a massive increase in profits. In fact, when viewed as an investment option similar to SEO, PPC, or even social media, conversion rate optimization generates a far greater return on your investment dollar than any of these more popular options.