You can use conversion rate optimization (CRO) to increase the percentage of web, device, or screen traffic that complete conversion actions such as clicking a link, viewing a video, subscribing to email, or making a purchase. You can improve conversion rates with A/B testing, website personalization, and more.
As you seek to improve your contribution to business growth, you must overcome common challenges to improve conversion rates.
Lack of suitable personalization technology.
A lack of effective integrated tools.
Poor data governance & management.
Low customer experience maturity.
When you take on CRO challenges, conversion rate optimization can improve several business objectives.
By optimizing for higher conversions, you can reduce cost per acquisition, improve audience engagement metrics, and generate higher revenues through macro conversions.
Optimization helps you improve navigation, simplify engagements, reduce barriers, and understand your audience.
Optimizing for better engagement can reveal needs, wants, pain points, and preferences. And it helps reduce consumer friction on the path to purchase.
You can achieve increased user engagement without additional resources, channels, or processes to support marketing activities.
You can combine Adobe Target and Adobe Analytics to optimize the customer experience, lower abandonment rates, and improve conversion rates.
See how Adobe helps top brands transform their digital platform to create seamless customer experiences.
“We test as much as our human bandwidth allows us to test.”
- Trisha Martinez, Manager of Digital Marketing Operations, Ford
““We wanted to get a holistic approach with our customers. In order to do that, we needed to have all systems communicating.”
- Jerome Nicolaes, On-Line Consultant, Loyalisl
How is a conversion rate calculated?
The number of conversions is divided by the number of unique sessions when conversions take place every visit. If visitors convert only once, such as subscribing to a newsletter, the number of conversions is divided by the number of unique users.
What elements or variables should I test to improve conversion rates?
Best practices suggest testing elements that appear to be barriers to micro or macro conversion — such as imagery, messaging, and design — that can actually have a positive impact.
How do I choose which pages to optimize?
Typically, CRO service providers will start with the pages that generate the most traffic or those that are closer to purchase actions. A page should have sufficient traffic volume to be able to make a determination from your test.
What are macro conversions and micro conversions?
A macro conversion is the primary goal for the site, like completing a purchase. A micro conversion is a supplemental goal, such as clicking through an offer to a product page. Micro conversions hopefully lead to a macro conversion.
What is an A/B test and how does it improve conversions?
An A/B test allows you to experiment with two versions of the same page. Typically, one variable is tested each time. This test helps to determine which variables lead to higher engagement.
What if a test doesn’t provide clear results?
You can still draw insights from tests that don’t provide statistically meaningful results. For example, your test variations could be too similar or your testing hypothesis might not be compelling enough.