Conversion Rate Optimization – also called CRO – is a very important online marketing discipline, as it aims to increase the number of users who either make a purchase, sign up for a newsletter or something else entirely. It is the art of getting more visitors to take the necessary steps on the customer journey, so that your visitors can become “customers”. This is an important catalyst to drive growth in your company’s online venture.

In addition to helping increase your business’s sales, conversion rate optimization also has other benefits. Conversion rate optimization indirectly helps to increase your company’s SEO (search engine optimization) by, for example, having a positive impact on the following key areas:

1. Better customer understanding
2. Better Return on Investment (ROI)
3. Better user experience
4. More trust among your visitors

Below we dig a little deeper into what these four areas entail in terms of SEO benefits for your business:

1. Better customer understanding

By carrying out conversion rate optimization (CRO), you gain a stronger insight into what your customers prefer – this could be language use, product descriptions or design. When you optimize for conversions, you ensure that you tailor your products and website to a segment of the population. Not everyone has the same preference, so it is important that you as a website give a strong signal about what you offer – already in the search results.

2. Better Return on Investment (ROI)

If you achieve a higher ROI by using conversion rate optimization, you manage to utilize your resources better than before. This can be extremely advantageous, as better rankings in the organic search results can have the advantage that you do not need to invest quite as many resources in, for example, your Danish Google Ads (AdWords) or your Microsoft Ads (Bing Ads) advertising. In this way, you can cut the advertising budget without your overall traffic experiencing a decline.

3. Better user experience

The user experience is one of the most important things when it comes to optimization work online. When you optimize for conversions, you therefore ensure that you have completely mapped the users’ needs, so that you can design to provide the best possible user experience for your target group. A good example of something that provides a better user experience is if the website responds quickly rather than slowly (read here how Jaskov Consult ApS can help you speed optimize your WordPress website).

In addition, you also have to think about the fact that there are many different ways in which your website can be accessed. Here it is certainly a big advantage if your website is both beautiful, fast and functional, whether users access your it via desktop, laptop, tablet or mobile (read more about mobile-friendly website design here).

In short, the situation is that the easier it is for a user to use the website (on any platform and screen size), the greater the chance that the user will take the next step in the customer journey and that a conversion will take place. At the same time, it also contributes to search engine optimization (SEO), as a better interaction with the website is rewarded by Google, which actively measures special “metrics” (you can read more about these in our guide on SEO).

4. More trust among your visitors

If you optimize for conversions, you ensure that the website is as user-friendly and welcoming as possible (read how we can help make your website more SEO-friendly). By giving the impression of being a trustworthy website, it helps your conversion rate. For example, this could mean, that visitors are more willing to enter sensitive information such as credit card details if your website seems trustworthy. It also positively contributes to search engine optimization, since, as mentioned above, it increases the so-called “metrics”, which is usually rewarded with a higher ranking in Google’s search results.

It is also important to remember that an optimization process is iterative. Although you may have carried out a conversion rate optimization at the start of your online marketing campaign, the results you arrived at will not necessarily be valid anymore in 1 or 2 years. Best Practices change from time to time, and the visiting audience may also have changed over time. By making regular (or at least not too infrequent) conversion rate optimizations, you therefore ensure that you are always at the forefront of your digital marketing efforts, which can mean that you raise your revenue over time.

The alternative will be to go around in circles and make the same mistakes over and over again. And that is rarely good for turnover figures. And then there is also just the fact that there is a rapid development of the things happening on the internet. What worked well 5 years ago, may not work as well today. In other words, a service check from time to time is definitely recommended.

We love conversion rate optimization

At Jaskov Consult ApS (read more about us here) we love to geek out with conversion rate optimization. If any of what you have read above has caught your interest, we would really like to hear from you. Contact us for a non-binding conversation about how we can help you and your company to optimize the website, so that you become even stronger in the digital landscape – we have many different services, and strive to provide the best possible service to our customers . In any case, we are very much looking forward to hearing from you.