Conversion Rate Optimisation

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What is a conversion?

There are common misconceptions about what a “conversion” is. Most people usually think that Conversion Rate Optimisation is SEO, but it is not. However, you can improve conversions with good SEO. 

  • Targeting the right keywords
  • Have a site that focuses on good UX (user experience)
  • Designing a website with a good structure

Another common misconception is that conversion is frequently linked to a sale; however, defining conversion by that criterion is excessively restrictive in internet marketing.

Conversion rate optimisation is used in digital marketing when your site visitor completes a site goal or a desired activity. When a visitor completes the desired activity on your website, this is what we call conversion. 

If your primary purpose on a given website is to go to the next page, this could be a click-through. It could be something as simple as signing up for a newsletter. It could also be a customer that purchases your product. In a nutshell, conversion occurs when someone performs the activity you want them to perform.

Types of Conversions

There are two types of conversions called macro-conversions and micro-conversions. Macro conversions are the “primary goal”.” In contrast, micro conversions are smaller conversions that can or may happen before a macro conversion.

Examples of macro-conversions are:

  • Buying a product on the website
  • Obtaining a quote
  • The act of subscribing to a service

Examples of micro-conversions are: 

  • Subscribing to mailing lists
  • Making an account and adding a product to the shopping basket

What is a Conversion Rate?

Depending on what you wish to track, the conversion rate is used to track conversions on a web page. You can use Google Analytics to track the conversion rates on your website.

The number of times a user completes a goal on your site, divided by your site traffic, is your conversion rate. 

Divide the number of conversions by the number of sessions a user can convert on each visit. For example, your conversion rate is 10% if 100 people view your page and 10 of them sign up for your newsletter. 

What is CRO (Conversion Rate Optimisation)?

This is the process of increasing the number of conversions in relation to the total number of visits. There are many ways to do this. 

After a visitor arrives on your site, conversion rate optimisation takes place. 

Conversion optimisation for SEO or paid ads, on the other hand, focuses on who clicks through to your site. This is from organic search results, how many clicks you get, and which keywords are driving traffic.



Reika is our Operations & Digital Marketing Manager and has 15+ years of experience in business management and digital marketing.
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