Website Optimization & CRO

Web optimization and conversion rate optimization (CRO) are the two engines of an effective digital presence. Whereas traditional optimization veers toward the right brain—technical and structural wellness including how quickly your site loads, if it is mobile responsive as well as search engine friendly—CRO slams on the breaks and whips a u-turn back into the left hemisphere, or logic-centered side of things where people make decisions. Combined, they turn an inanimate URL into a dynamic business tool. A fast, well-designed website establishes the baseline of trust and accessibility which reduces bounce rates and encourages people into sticking around long enough to see everything you offer.

When obstacles are out of the way, CRO starts to get in and create the user experience even better. Churning assumption-driven iteration like A/B testing and heat mapping to surface friction courts that stand between the user and desired action. By observing how visitors engage with navigation menus, calls-to-action buttons and lead forms, companies can iteratively improve on things that usher users to do something the company desires them to do: buy something; sign-up for something; download something.

Ultimately, there is a lot of synergy between these two functions in that you don’t waste money on advertising to drive traffic to your ‘leaky bucket’. Instead of concentrating only on driving more traffic, with the integrated approach, you try to make the most out of your current traffic. This 360-degree approach provides a natural and fun experience in which the two meet the user’s intended interests with those of the brand. The payoff is a more effective sales funnel, decreased customer acquisition costs and ongoing competitive advantages in a crowded online environment.