How to Grow a Successful CRO Program

Your website can be your strongest sales asset or your weakest link.

A high-converting website works even when you’re sleeping, bringing in sales and growing your business 24 hours a day.

While the average conversion rate is around two to five percent, some of the highest performing websites online see conversion rates as high as 11 percent.

This means top advertisers are outperforming competitors by more than double.

If you want to increase your conversion rates, you need a strong CRO program to guide you.

A CRO program can improve ROI for your e-commerce business by targeting website performance and testing user experience methods that encourage online conversions.

Below, we’ll cover why CRO programs matter, how to create them, and what success in this space really looks like.

search conversion rate for CRO program graph

What Is a CRO Program?

Conversion Rate Optimization (CRO) programs are digital marketing strategies that help to improve conversion rates on websites or apps.

Usually, a CRO program finds drop-off points or obstacles on a website, analyzes how and why they are occurring, and then helps you develop new ways to ensure future conversions.

This is done through A/B testing, data analysis, customer journey mapping, consumer research, and more.

The key is to figure out:

what brings people to your website
what barriers they face when they arrive
what persuades them to convert
how can you repeat this conversion with other similar guests

From there, tactics such as analytics, PPC tracking, heat mapping, and user recordings help read on-site behaviors.

Using a combination of these tools and pairing them with a testing schedule is one of the most effective ways to improve your website conversion rates.

Why Are CRO Programs Important?

CRO programs are essential to growth because they improve customer experience, conversions, and sales.

Conversion rate optimizations can even lower your customer acquisition cost by improving conversion rates with visitors already on your site.

For example, if your website gets 1000 visitors a month and has a five percent conversion rate, you’ll get 50 conversions per month. If you can increase your conversion rate by five percent, you’ll double your monthly conversions without spending more to acquire new customers. You can see this at work in this conversion rate optimization funnel.