What is Conversion Rate Optimisation (CRO)?

Conversion rate optimisation is the process of using data to refine your website to encourage more conversions.

A conversion is any action you want your website visitors to take. Some common types of conversions companies aim for include:

  • Product purchases.
  • Newsletter or email list sign-ups.
  • Resource downloads.
  • Contact us form fills.

Simply having forms, buttons and product pages on your website aren’t enough to guarantee success. Today’s businesses need to ensure their site has good user experience (UX) design, is intuitive to navigate, is easily found in organic search and includes attractive calls-to-action that encourage users to convert.

Conversion Rate Optimisation Services

As a full-service digital marketing agency, Brafton does more than create and deliver marketing collateral. We work with you to make the most of all your marketing efforts through careful planning, continual monitoring and data-based adjustments to your conversion rate strategy.

We offer a range of services that can improve your website’s conversion rate.

Conversion rate optimisation pt. 1

Conversion rate optimisation

Our consulting team is staffed with in-house CRO experts who can create a full website audit to determine how your existing visitors interact with your webpages. This provides valuable insight into which touch points are high value or low value.

We conduct user testing to see the paths people take through your website to learn how it can be improved to guide traffic to your most valuable pages. We also look closely at important factors like:

  • How many conversion opportunities you’re currently offering.
  • Whether you’re attracting quality traffic.
  • The visual design of your website.
  • Form optimisation, such as changing, adding or removing form fields.
  • How your landing pages perform in search.

Conversion rate optimisation pt. 2

Your CRO strategists may employ a number of techniques, including:

Heat mapping

See where visitors spend their time on your site (and where they don’t).

A/B and split testing

Determine the most impactful methods to encourage conversions.

User journey mapping

Envision the typical path people take from discovery of your brand to first conversion.

By uncovering data about how your current site visitors interact with your website and your brand, we can get a better understanding of what they want and need from your organisation. From there, we can determine the most lucrative changes we can make to your website and overall marketing strategy.

Lead conversion technology

Lead conversion technology

Brafton’s proprietary lead conversion technology enables us to create custom conversion landing pages for your website.

Through this CRO technology, you can gate high-value content like white papers, eBooks or case studies behind customisable forms. Then, embed custom calls-to-action into blog posts, landing pages and other areas of your website to drive targeted traffic to your downloadable resources.

Website redesign

Website redesign

Your website design plays a big role in your conversion rate. How do you know if you have poor UX? It can show up in symptoms like:

  • High bounce rate.
  • Short time on page.
  • Low monthly visitors.
  • Slow loading speed.

Our web design experts will analyse your site to determine the best actions to take for improving your website’s UX and conversion rate. These may include:

  • Mobile optimisation.
  • Site architecture adjustment.
  • Blog redesign and optimisation.
  • Resolving website errors.
  • Landing page design or optimisation.
  • Resource centre creation or optimisation.

By improving your UX and website design, you’re creating an easier and more intuitive experience for your website visitors. In turn, you’ll be rewarded with higher conversions and quality traffic.

social media ad

PPC services

PPC services

You can greatly improve the performance of a particular page through paid search advertising. Pay-per-click (PPC) is a strategy that puts your page at the very top of search engine results pages (SERPs) so your audience can’t miss it.

Our PPC consultants are experts in determining the best:

  • Bidding strategy for your marketing budget.
  • Keyword targets for your landing page.
  • Landing page design to support conversions.

When you engage in a sound PPC strategy, you can improve brand awareness, lead generation and customer engagement, in turn supporting your CRO strategy.

SEO audit

SEO audit

To get people to convert on your website, potential customers first must find your website. This is why search engine optimisation (SEO) is so critical.

SEO means tailoring your website content and design to search engines’ best practices. SEO encompasses many activities, including content writing, keyword research and website redesign. An SEO audit from Brafton will show you exactly how to improve your current website to see greater ROI in the future.

Your website SEO audit will include the errors currently impacting your site’s performance and recommendations on how to remedy those errors. Brafton’s in-house website designers and developers have the knowledge necessary to update your website.

SEO content writing

SEO content writing

Content is the most important factor for ranking well in search. Our in-house editorial team knows how to craft content specifically for SEO. They write all kinds of content, including:

  • Blog articles.
  • Landing page copy.
  • White papers.
  • Case studies.
  • eBooks.
  • Ad copy.
  • And more.

Our content mapping process ensures all copy provided by Brafton is centred around keyword and topical research, industry insights and the latest SEO best practices.

Competitor analysis

Competitor analysis

How do you stack up against the competition? Seeing how you compare with others in your industry or vertical can help you strategically improve your conversion rates.

We offer a competitive analysis product so you can see exactly how you’re doing in comparison with the competitors of your choosing. Your consultant will analyse their organic, paid, social and backlinking strategies, compare them to your own, and review every detail of the report with you.

From there, you’ll be able to formulate a strategy with the most information at your disposal.

Optimise Your Site. Get Results.

Conversion rate optimisation isn’t a nice-to-have strategy anymore. In today’s competitive digital landscape, it’s a must-have if you want to see results.

By working with Brafton to create a CRO programme that converts, you can generate more quality traffic, increase lead generation and get the results you want.

Ready to start converting?