Although conversion rate optimization (CRO) is often confused with SEO (search engine optimization), the two services are quite different. SEO experts drive more traffic to your website in order to generate more sales. CRO experts, on the other hand, boost online sales from existing traffic sources by optimizing key website components, such as:
1. Copywriting on Key Landing and Sales Pages 2. Website Design 3. Layout of UI Features and Special Sales Tools 4. Website Programming 5. Marketing Funnel(s) 6. Shopping Cart/CMS/Core Site Platforms
But I get it: Who cares? After all, what Internet Marketing service out there doesnt promise to boost online sales? The real question is: What kind of return on investment can you expect from conversion rate optimization?
Because at the end of the day and if everyone is being brutally honest: Most Internet Marketing services produce absolutely appalling ROI. You are literally lucky to generate 3 dollars in revenue from every 1 dollar invested in SEO, PPC, or even social media marketing. So by the time you also take overhead, fulfillment costs, and labor into account: Most Internet Marketing services honestly dont move the needle in terms of the ROI they deliver for your online business. Conversion rate optimization, however, is a completely different beast.
Companies like Google, Apple, and even heat mapping sites like Crazy Egg are hiring CRO companies and boosting overall online conversions by up to 150% or more. And sure, those might be exceptional examples and not even close to what an average website owner could expect from hiring CRO experts. But with conversion rate optimization, you dont need to generate massive gains in the overall conversion rate to see a massive ROI or a dramatic boost in online profits. In fact, here are 3 bona-fide benefits of conversion rate optimization that no serious website owner can afford to ignore:
CRO Benefit #1: Permanently Increases Conversion Rate
You know why the ROI is so low for SEO, social media, or even content marketing? Because the minute you stop investing in new content, your traffic levels will quickly drop along with your sales. But one of the biggest conversion rate optimization benefits is the ability to continue driving new sales and increasing ROI for months, in some cases years, after the CRO experts have wrapped up the project. That means even modest gains in overall conversion rate will not only drive increased sales this month, but next month, and the month after that, and so on. By making permanent changes to your copywriting, web design, and other core website components, CRO experts optimize your website to generate more online sales and a growing ROI that far exceeds anything you can expect from traditional Internet Marketing services.
CRO Benefit #2: Increased Online Sales without Increasing Your Marketing Spend
You know the biggest problem with driving another $50,000 in online revenue from SEO, social media, or especially PPC advertising? The answer is the bane of every website owner reading these words because they know its quite simple: Because generating an additional $50k in online revenues might require an investment of $20k or more in PPC, SEO, or social media. And when you include overhead, what, if anything, is left over for all that hard work and investment?
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