Conversion rate optimization or (CRO) is the process of improving the profitability of a website. Your website's conversion rate is the percentage of your visitors that end up reaching a given goal during the time period in question. For example, the percentage of people who arrive at your website and end up buying a product. The conversion rate does not necessarily have to relate to sales, it could be the rate of subscribers to a newsletter, or downloads of a brochure for example.
If you are not effectively selling your product or services to your visitors, you are losing money! You may be reading this not even knowing the full potential of your website, well Conversion Rate Optimization is the way to find out. The tools you use to improve your conversion rate are highly affordable or even free, so it makes sense to measure and improve your conversion rate.
Below is a graph displaying the results of a test we carried out on one of our clients websites, the duration of the test was just 3 days. The test consisted of simply creating 3 copies of their original sales page, however the only difference was we changed the colour of the "Buy Now" button on each variation. The original page had red buttons, and for the 3 duplicate pages; one had green buttons, one had orange buttons and one had blue buttons.
We were testing to see if this simple change had any affect on sales, we already knew certain colours influenced people to do certain things, so we were intregued to see what would happen.
As you can see the blue buttons won, achieving a conversion rate of 3.27%, this was a massive improvement in comparison to the original button colour of red, which was 0.90%. This meant that changing the colour of a button from red to blue button improved the conversion rate of page by 262%, just shows you don't have to spend big bucks on a site redesign to get more sales.
* Note: The variation named "Control" was the original version with red buttons, the result of the red button is illustrated by the green line. The purple line indicates the success of the green button and the orange and blue lines are representing their respective colours.