CRO stands for conversion rate optimisation. It is the process of increasing conversions from a website or mobile app through a desired customer action, such as clicking “buy now” or “sign up”.

Read on to learn what CRO in marketing is, why CRO is important and key techniques to enhance it. Plus, discover top tips on how Adobe Express can help with your CRO marketing.

What is CRO in marketing?

CRO marketing is about optimising your website to increase the percentage of visitors who carry out a desired action. These are typically known as conversions. The most common type of conversion is when someone makes a purchase. However, conversions extend beyond making a sale. Other examples include signing up for a newsletter or clicking through to a product page. As long as you can quantify or measure it in some way, it’s a conversion.

Here are some ways you can use CRO to convert customers:

• Signing up for a newsletter
• Buying from your website
• Clicking through to another page
• Downloading a report
• Completing a form
• Signing up for a mailing list
• Completing a survey.

There are plenty of CRO marketing strategies to choose from. For example, if you’re wanting customers to make a purchase, you could feature a promotional website banner above the fold of your website with a clear call to action (CTA).

Why is CRO important?

CRO is important as it can turn site visits and web traffic into conversions, which often means sales. But you can also use conversions to show improvements in performance (or vice versa). CRO marketing can also help:

• Reduce customer acquisition costs. CRO can help you generate more conversions from your existing traffic. This can lower the costs of attracting new customers to your business.
• Gather useful information. CRO involves analysing customer behaviour through a range of strategies such as A/B testing, surveys and market research. This can give you valuable insights into customer preferences.
• Improve customer experiences. You can use these valuable insights to tailor your website and marketing efforts to better meet customers’ needs.
• Improve your brand reputation. Using CRO to improve the customer experience and better meet their needs can show them you care. This can build trust among your customers.

How can you calculate conversion rates?

CRO marketing can help you optimise your website for a variety of conversion types. Whether that’s increasing sales or encouraging visitors to complete a survey. It’s important to have a clear conversion goal in mind before getting started with CRO marketing. This way you’ll know exactly what results you want to achieve and how to measure them.

Regardless of the type of conversion you choose, the calculation remains the same. To calculate the conversion rate from your CRO marketing efforts, simply divide the number of conversions for the metric you’re monitoring (e.g. purchases) by the overall number of visitors and then multiply this figure by 100. This should give you a percentage – the conversion rate.

Key techniques to enhance CRO.

A CRO strategy can look different for every business. Ultimately, the strategy you deploy often comes down to your goals. However, the following tips may help to enhance CRO:

1. Improve the user experience.

A good experience (UX) can create meaningful and relevant experiences for users, which can boost customer satisfaction. While a bad user experience can cause user frustration.

2. Use the correct messaging.

Understanding your customers’ needs, wants, and pain points can help you tailor your messaging to appeal directly to them.

This could involve analysing keyword data to target terms they are searching for. Or ensuring the tone of voice (TOV) on your landing pages resonates with them.

3. Make data-driven decisions.

Tools such as Google Analytics can help you gather data on your bounce rates, cost per conversion (CPC) and other key metrics. You can use this to take the necessary actions to optimise each area.

For example, if one of your product pages has a high bounce rate, take some time to understand why. Is the page easy for users to navigate? Is there a clear ‘buy now’ button on site?

4. Test your CRO activities.

You can carry out A/B and multivariate tests to monitor your CRO activities. A/B tests can be useful for testing headlines, CTAs and images. While multivariate tests can help you understand what variations on a webpage perform best.

5. Research your competitors.

Take the time to assess your competitors and find out what’s working for them. You can use several tools to do this, from content audits to SEO and social media audits. Analysing your competitors’ offerings can help you feel inspired to refresh your existing marketing plan.

How can Adobe Express help with your CRO marketing?

. Here are five ways Adobe Express can help you with conversion rate optimisation marketing:

1. Create web pages for free.

It’s easy to create professional-quality web pages for your business with the Adobe Express free web page builder. Get started with a ready-made template, then customise to captivate your audience.

2. Get started with website banner templates.

Pull together custom website banners in minutes with the free website banner maker. Browse a gallery of professionally designed templates then customise with your own colours, photos and text.

3. Use the online video editor.

Create engaging videos to captivate your visitors with the free video maker from Adobe Express. It’s free to use, no experience required. Just click ‘create now’ to get started, then download and share with others.

4. Create an eye-catching advertisement.

Create an eye-catching advertisement with the Adobe Express free advertisement maker. Explore a variety of templates and customise with your own messaging. Then upload to platforms such as Google Ads, LinkedIn and TikTok.

5. Create professional presentations.

Pull your content, SEO and social audits into professionally designed presentations to present back to your team. Or invite team members to collaborate with a sharable link. Get started with the free online presentation maker today.

Showcase your CRO marketing strategy with the AI Presentation Maker.

Showcase your CRO marketing strategy with the free AI presentation maker from Adobe Express. Import your own slides into the tool, pick a template to begin, or start from scratch. Personalise your presentation with images, icons and fonts. Or add charts and graphs to visualize your CRO findings and data.

Once you’ve nailed the basics, make further edits with powerful generative AI tools. Generate high-quality images with Generate Image or use the Generate Text effect tool to customise your text. When you’re happy with the finished design, download or present directly from Adobe Express.

Try Adobe Express for free now

Good to know.

What is CRO vs SEO?

CRO stands for conversion rate optimisation. It is a process that involves increasing the percentage of visitors who convert from a website or app. While SEO stands for search engine optimisation and involves improving your website to rank higher on search engines such as Google.

What is an example of CRO?

CRO, or conversion rate optimisation, encourages users to carry out a specific action on a website. This is known as a conversion. Examples of a conversion include, purchasing a product, signing up to a newsletter, or clicking through to another page.

What is a good conversion rate for a website?

A 2.5% conversion rate can be a good baseline for an ecommerce website. Anything above 3.2% is usually considered very good. There are things you can do to improve your conversion rate, from eliminating friction in the user experience, to making sure your site is user friendly.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.