Conversion Rate Optimization
Conversion Rate Optimization is a process or science of understanding the user behavior on a web app to optimize or influence the user experience to increase the chances of the visitors taking desired actions such as purchasing a product, engagement etc
Website Goals
All websites have business objectives and goals. For example: The primary goal for e-commerce websites is “Revenue” or “Purchase” goal.
CRO exercise starts right from identifying the key business objectives that will make a significant impact for a business and website.
On a broader level, goals can be categories in two ways:
- Macro Goals: Represents the primary business objectives like signups, transactions or Revenue
- Micro Goals: Represents a critical path towards a macro goal or highly related with the success of a macro goal. e.g. Submit a form, Engagement etc
Understanding User Behavior
User Behavior refers to the way a user interacts with the web application.
CRO activities revolve around understanding the user behavior on the website. This involves learning why the users leave a website or what is the trigger behind a purchase.
There are countless user actions that are monitored or analyzed such as clicks, session duration, scroll activities, the journey on the website etc.
User Psychology + Website Data
A decision such as purchase is influenced by deep-seated emotions, psychological biases, habitual patterns. The user behavior data is mapped with the user psychology principles to generate ideas that can help improve the website to improve business goals.
A very popular bias is Fear of Missing Out (FOMO). A sale for a limited period or a product with a limited availability is rated high in our minds and marketing brains definitely use it in the best possible ways to cash it.