Pay more attention to Conversion Rate Optimization

Every online retailer wants to get the highest conversion rate possible. Obviously, out of the 100 customers who visit your site, it is better if twenty people do the purchase than just one. Therefore, you need to care about the experience your ad will provide the customer with, especially about the landing page where your conversions take place. Conversion Rate Optimization (CRO) is the process by which you will monitor these experiences and adjust your advertising and site accordingly.

A conversion is a completion of a goal you set on your site. This could be, for example, filling out a form, subscribing, or, the most common in our case, a purchase of a product or service. So it takes place on a page which customers reach after they click your ad. Occasionally, your ad is in relatively positive numbers (many impressions, high clickthrough rate), but it does not reflect conversion rates. Therefore, there is a process called CRO.

CRO is a way or strategy to convince more customers who visit your site to complete this conversion goal you want. It consists of analyzing the data and testing various modifications to the parts that may cause low conversion rates.

What does CRO have to do with Google Ads and the performance of your ads?

Google Ads measures conversions with a global site tag snippet that you add to all commercial pages of your site.

Learn more about how to work with global site tag and measure conversions. 

Conversion rate is one of the metrics that determines your ad performance. This is the ratio of all conversions (or goals met) to the total number of visitors to your site. This metric reflects whether a website that customers reach after they click your ad will leave an experience good enough for them to continue buying.

Return on Investment (ROI) depends mostly on CRO. A metric that shows whether your advertising spend does not exceed the revenue. If your investment to advertising exceeds what you get from it, it may cause severe damage to your business.

In addition, CRO benefits your business in general. By optimizing your conversion rate, which also means optimizing your site and ads, you will gain a better customer experience, increasing the number of them and also the credibility of your site.

Google has its own tools

For analysis, you can use a number of tools that closely monitor the performance of your ads or website for you. These are different features of Google Ads and Google Analytics, but also third-party tools that can complement them.

The data gathered by these tools needs to be further analyzed and put in a coherent context. Only then will you be able to define issues that may negatively impact your conversion rate.

The correction of these problems then depends on the problems themselves themselves. We have been focusing on some in our older blogs, for instance on optimization of the landing page where conversions take place. For specific issues, follow our other blogs where we tackle them regularly. You should make these corrections separately to determine during the A/B testing whether it was really an issue or it lies elsewhere.

CRO is a complex and continuous process. As the market continues to change, your customers’ requirements are changing, and you need to adapt to them by optimizing conversion rate. If you neglect CRO, your advertising spend may simply exceed your conversion revenue, which can visibly harm your business. We definitely recommend taking time to do this.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.