CRO has far too many benefits for us to include them all in an article but see us try our best to do just that.
For starters, it enables you to optimize your website’s functionality while explaining to you the consumer psychology of your visitor’s journey.
CRO’s main goal is to make sure your website reaches its maximum potential and for that to happen, you must learn to experiment with it.
If we were to categorize the benefits of CRO, we would broadly do so into two main categories: improving marketing ROI and enhancing UX.
1. Improving Marketing ROI
Here’s an easy tip for you: the better the structure your website has, the better your chances to improve your return on marketing.
For that, you can improve the quality/speed of experiments you carry out on your website and you can get better revenue with the same traffic/incremental business returns.
As CRO allows you to carry out performance analysis of your website through tests it is the best choice one has for improving the quality/speed of experiments.
This is especially useful in determining which areas of your website are doing better than the rest; the ones that are not doing well can then become your target for improvement.
Also, the added benefit of CRO is that it looks for the best possible variations to result in conversions.
So, not only are you improving your website but you are also improving the marketing ROI.
What an incremental win for the company, isn’t it?
2. Enhancing UX
Enhancing UX will add to the experience of your website – basically, by improving user experience through all lifecycle stages of a visitor, you are ensuring that a new visitor becomes a regular customer and that a regular customer becomes a lifelong customer.
To do so, you have to make sure to do these two things: a personalized experience for your visitor and gather better insights into your visitor’s behavior.
We’re living in a world of instant gratification: frozen food, lightning-fast retail deliveries, online grocery shopping, and much more.
Having access to whatever we want, whenever we want has changed us.
At this current point in time, where everything is either rapidly growing or changing, with no consistency to be seen around; visitors have become far too impatient.
This reiterates our statement above: If a website takes too long to load, then the visitors on that website will be very low because nobody has the time to wait for the loading process – no matter how amazing, useful and aesthetically pleasing it is.
This brings us to why a company needs to personalize the visitors’ experience by making the site more relevant based on a few demographical factors like geography, device, local time, browsing history, etc.
The CRO’s entire process relies on understanding the visitor’s behavior and a good way to understand it is through tools like heatmaps and click maps which tell you the particular sections of your site that the visitors spend more time on.
Moreover, user session recordings and session replays are some other tools that help understand the visitors’ overall experience to map the exact journey they took to accomplish the desired action or to abandon your site.
Wait, did you think that was all?
Not even in the slightest!
Next, we have form analytics and website surveys that also help in giving a holistic picture of the visitors’ site-wide experience. This produces qualitative data that is enough to create a good UX that further increases the number of conversions a company gets.