24th Jun 2020 Author: Adrian Grindley

If your current traffic is low, you need to do more with it

When it comes to conversion rate optimisation, there is naturally a lot of focus on quantity – which is fine if you are getting high levels of traffic. If you are experiencing low levels of traffic, doing more with what you have and shifting your focus to quality conversions can add value to your business. Here’s how to do it.

What is CRO and why does it matter?

Conversion Rate Optimisation, or CRO for short, is essentially the action of converting visitors to your website into customers. In the simplest sense, it means implementing strategies that compel people to take the desired action. 

In a marketplace where competition is higher than ever before and pricing is no longer a defining factor, understanding what does motivate your customers and make them interact with your brand is more important than ever before. A well-implemented CRO strategy will help your business to increase acquisitions or sales, while at the same time driving down the cost – resulting in increased ROI and ultimately higher profits.

Is low traffic a bad thing?

No, you may always have relatively low traffic depending on what type of business you run. If your business is very niche, then you may not have a lot of traffic, it doesn’t mean that traffic isn’t good traffic. Put it this way, if you visited a website would you care if the traffic had a lot of traffic or not? No.

How can I make CRO work for me?

1. Expert Knowledge

Done properly, CRO draws on the knowledge of researchers, data analysts, strategists, web designers, and content creators. 

CRO combines heuristic evaluation (the analysis of a website with respect to best practice), along with both quantitative and qualitative data analysis. 

2. Gathering user feedback & data

Conversion rate optimisation is and should be, driven by YOUR users.

It’s not about what everyone else is doing, only what your users want. With sufficient user feedback & data, you can begin to drill down and isolate key barriers that interrupt the customer journey and identify potential solutions.

3. Testing

Successful CRO requires a very scientific approach to testing – it should be driven by informed hypotheses and designed to generate meaningful results.

This means following an iterative process in which each change is tested in isolation. Although this may seem like a lot of work, the long term benefits will be well worth the investment.

Conclusion

If you make CRO an integral part of what you do, the result will be a more profitable website regardless of the scale of visitors.

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