By Milind Mody
- Milind Mody
In my last article I mentioned Conversion Rate Optimization (CRO). A lot of people asked me: What does it mean? But before I answer that, let me first explain the concept of "conversion."
In marketing lingo, when a prospective customer takes the marketer’s intended action, that is what we call conversion. This can be a visitor filling up your contact form, downloading your brochure, buying something from your website, registering for a webinar or any similar action.
A “Conversion Rate” is the percentage of unique visitors who take a desired action upon visiting a website. Conversion Rate Optimization is the art and science of creating a website experience that will increasing these unique visitors with the goal of turning them into customers.
It sounds pretty simple. And logical. It's a concept that was borne out of a need to improve website results for e-commerce and lead generating websites. Currently this service is generating a lot of buzz. You see, marketers feel that instead of spending more money on their internet marketing, they should first try and improve their website’s conversion rates. But how does that work?
A real world example
You may have noticed that many companies display their awards, certifications and press mentions in their lobby or conference room. Why do they do that? So that visitors get a better impression of their company. And, other [...]
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