CRO basically refers to using analytics and user feedback to
increase user conversion rates. These conversion rates could around any set of
KPIs we wish to target such as user signups, sale conversions, email
subscriptions etc.
With increasing competition, startups are having to shell
out more for acquiring new users. A higher conversion rate implies a better ROI
and hence it is becoming increasingly important to also focus on converting the
traffic you are getting. This is where CRO comes into the picture.
Some areas which can be looked at by a startup are as
follows.
Usability – Is the
interface easy to navigate and use? Registration, navigation and checkout
should be easy to find and operate.
Interface – The interface
should be clean and banners should be well placed and separated from each
other. Photographs tend to attract user attention, though too many can lead to
confusion.
Call to Action –
This is what you are trying to achieve. Your CTA should be well placed and easy
to spot.
Trust – Is your
startup able to build trust using tools such as social proofing, security information
etc.?
These
are just a few of the areas which form part of a CRO exercise. The complete list
is much longer.
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