Conversion Rate Optimisation (CRO) originated during the dot-com bubble where e-commerce website realised by making tweaks to their websites they could increase sales. The tweaks and changes which are made to increase the conversion rate on a website and are driven by data analysis these changes can range from button colourations and placement to analysis on why conversions are not taking place on specific devices.
There are various tools available for businesses which assist digital marketers in the analysis of assessing where and why users are not converting. These tools, which are widely available, range from basic tools such as Google Analytics to mouse and touch tracking software that allows you to see exactly what your users are seeing, where they are clicking on their desktop or where they are touching on their phones just minutes after they have finished their session on your website. By using these tools and by tweaking small aspects during the checkout process it is possible to double a sites conversion rate.
At Wriggle we would advise a business should allocate a minimum of 2 hours per month assessing where improvements can be made to increase conversion rates. All of these small adjustments (sometimes big) make a noticeable difference in terms of revenue.
For example, if your website has 7,529 sessions per month split evenly between desktop and mobile devices and your overall site conversion rate is 2.37%, with your desktop traffic converting at 3.4% and your mobile traffic converting at 1.04%, it is clear that a change needs to be made based on data analysis. If you were to analyse the mobile data and make tweaks over the course of 2-3 months to the checkout process you could double your mobile conversion rate to 2.08% (still below the desktop rate). This rise in conversion would not only mean your revenue is increasing but your website is becoming more effective converting the traffic that is already landing and looking around your website thus, in turn, reducing your cost per acquisition costs.