By Michaleen Craig
Internet Marketing Strategist

If your job involves Internet Marketing, Conversion Rate Optimization (CRO) will soon become part of your everyday vernacular. SEOmoz predicts that 2010 is the Year of Conversion Rate Optimization, calling it one of the “most under-utilized and highest ROI activities in the marketing department.” MicroArts agrees. Performing CRO benefits all our clients. Not sure how CRO can benefit your website? Let’s start with the basics …

What is conversion rate?
Conversion rate is the percentage of your visitors that reach a pre-determined goal. Typical goals include:

• making a purchase
• submitting a form
• requesting more information
• joining a mailing list

Why should you care about conversion rates?
Pay-per-click rates will continue to rise. The competition for keywords is driving up pricing. If you can’t guarantee a better ROI, you are throwing money away. By increasing your conversion rate, you can afford to pay more for your visitors … while still providing a great ROI.

What tools can you use to optimize your conversion rate?

• A/B Testing
  A/B Testing is a method of comparing two versions of a web page by altering various page elements and randomly and simultaneously presenting them to visitors. Google Website Optimizer can work directly with your AdWords campaign to provide A/B Testing.
• Live Chat
  Find out what makes “non-customers” become “customers”. Users who aren’t likely to call you to learn more may be more likely to use an online “live chat” tool. LivePerson is one of the most popular online chat services. Pricing is competitively based on your business needs.
• Web Analytics
  Learn where your users are coming from. Find out what are your most popular pages. Conversely, find out what are your least popular pages. Finally, find out what is the most popular “exit point” on your site. Google Analytics is hands-down the best free analytical tool on the web.
• Customer Surveys
  Find out why your customers ordered. Use that data to better understand their needs and how to improve your site to better service your audience. Survey Monkey is a popular (and free) online service offering custom surveys.

If you are interested in learning more about our CRO practices, contact us today to schedule a presentation.