Module: Conversion Optimization

What is conversion optimization?

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 a conversion?

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.

 

What is a 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.

 

 

Topics in this module

  • What is conversion and conversion optimization?
  • What is a funnel?
  • What is a Funnel analysis?
  • How to improve order value?
    • Merchandising (up, cross selling, product placement)
    • Dynamic pricing (concept, advantages and disadvantages)

 

Theory in this module

 

Target group: Professional

Module level: Professional

Version | 29 - 08 - 2018

Part of course: Basics of Ecommerce (ECON1)

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