Conversion rate optimisation

Why should you consider CRO?

Improving conversion rates is the most effective way to increase online revenues without investing in additional traffic generating activities. Your conversion rate can have a huge effect on the success of your business.

Consider TalkMobile for example, The Car Phone Warehouse's mobile network. After the first month of implementing our recommendations, TalkMobile reported an increase in conversion rates by 30% and a 14% reduction in the number of visitors leaving the website after viewing one page. For a business their size, 30% represents a massive increase in sales revenue.

Or another example would be National Service Network, the UKs largest network of independent garages; who increased their booking conversion rate by a whopping 62% after employing Silverbean to improve their conversion rate.

Both examples directly influence sales and revenue in the first instance, but remember; conversion rate optimisation can be used to improve many metrics that are influential to the business.

What is conversion rate optimisation?

Conversion rate optimisation (CRO) is the process of improving website performance through analysis and testing based on live and historical data.

CRO focuses on improving two different sets of metrics within the website performance:

Hard Metrics

For eCommerce websites, hard metrics include sales and reservations for in store pickup. Hard metrics are defined as the most important metrics for business performance. By improving the performance of hard metrics we will directly increase customer acquisition and sales from the website.

Soft Metrics

These are for less direct metrics but nonetheless they are still very important. Soft metrics include page bounce rates, email sign ups and shopping basket drop out.

By improving soft metrics we will increase the number of visitors travelling further down the purchase path. When combined with the improvement in hard metrics the increased rates in soft metrics will make a real difference to the commercial performance of your website.

We pin-point the most important metrics to you and start with the most severe usability issues so that we can generate ROI as quickly as possible.

The CRO process

The process for CRO is made up by improving the performance of different stages of the customer journey.

Here at Silverbean, we achieve this this in three parts:

The whole process involves (but is not exclusive to) the review of design, page layouts, navigation, content and call to actions.