Developing a beautiful site that acts as your online shopfront and information centre isn’t too difficult a task. Crafting one that is beautifully user-friendly and functional (one that converts users into actual customers, without getting distracted or bouncing off along the way)—now that’s the challenging part!
Website building is very much like city planning: it may cost more to factor in months of planning how the logistics and transport system will support your buildings before executing the work, yes… But it COSTS way more to revamp whole structures that don’t serve their purpose due to lack of planning! Sadly, we receive more job requests asking us to do just that: fix failing websites!
Here’s where CRO comes in, (best) from the beginning, to save you money in the long run. A key part of our website quote and services include SEO optimisation, analytics installation and Conversion Rate Optimisation (CRO). This is because we believe it’s not enough for partners to just build a site that looks good, it’s essential for partners to define their objectives and key metrics, and for us to build a website that is continually tested and tracked to meet those objectives.
How do you define your website’s key objectives and metrics? Ask yourself:
What are the desirable behaviours that are directly tied to the primary purpose of your website or even your business bottom-line? For example:
1- Purchase completions
2- Increased business leads
2- The number MOUs signed up with manufacturers
3- Attract and secure more franchisors or distributors, etc.
What are the desirable behaviours that contribute to the bigger goals or are indicators of potential future macro conversions? For example:
1- Registrations on the site
2- Consume your content (e.g., blog pieces, whitepapers, etc.)
3- Share a content; awareness building
4- Subscribe to your newsletter; turning followers to possible leads
5- Like/Follow on social media channels; creating loyalty from a following
6- Refer a friend
7- Submit lead generation forms (build e-mail database)
8- Download your PDF e-book, etc.
Take the time to list your macro and micro conversion goals with your website provider prior to kickstarting the project. It’s worth the time, effort and money!
What Is Conversion Rate Optimization (CRO)
Essentially, CRO serves to increase your ROI based on your defined metrics and objectives as mentioned above and enhance your website’s user journey so they get to where you want them to be. Here’s an infographic overview of Wepool’s CRO services and the processes, time, plus resources involved to help you plan and build a beautifully functional website: