Conversion rate optimisation
CRO · Improving pages and processes based on data so that a larger share of a site's visitors take the desired action.
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Why it matters
Bringing more visitors is expensive; turning more of the visitors you already have into customers is often cheaper. Conversion rate optimisation finds and removes obstacles using analytics data, user recordings and tests. The gain is reflected in the efficiency of every marketing channel at once.
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Example
On an insurance agency's quote form, most users leave at the third step. Once the mandatory document upload at that step is moved to the end, the number of people completing the form doubles.
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Common mistake
Copying changes that worked on other sites without testing them. Every site's audience and problems differ; changes should be validated with your own data.
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Related terms
Related services and guides
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