Introduction
Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise. The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals
What is conversation
A conversion is the general term for a visitor completing a site goal. Goals come in many shapes and sizes. If you use your website to sell products, the primary goal (known as the macro-conversion) is for the user to make a purchase. There are smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails. These are called micro-conversions
Examples of conversions
Macro-conversions:
- Purchasing a product from the site
- Requesting a quote
- Subscribing to a service
Examples of micro-conversions:
- Signing up for email lists
- Creating an account
- Adding a product to the cart
What is conversion rate ?
Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. If a user can convert in each visit (such as by buying a product), divide the number of conversions by the number of sessions (the number of unique times a user came to your site). If you sell a subscription, divide the number of conversions by the number of users.
Conversion rate optimization happens after the visit makes it to your site. This is different from conversion optimization for SEO or paid ads which focuses on who clicks through to your site from the organic search results, how many clicks you get, and which keywords are driving traffic.
Advantages of CRO
Improve decision making
By collecting large amounts of data on how your potential claimants interact with your legal website you can begin to make informed decisions based on data rather than guess work
Reduce Risk
As well as allowing you to make informed decisions based on data you can also limit the risk to your legal firm due to the evidence and confidence such data provides in support that your decisions are correct.
Customer insight
The data gained from your firm’s CRO campaigns as well as being quantitative and allowing you to measure website performance, also provides you with qualitative data and allows you to discover more about the behaviour of your ideal potential claimants
Create better pages
Conversion rate optimisation allows you to analyse the performance of a page and test variations in design, style and context.
