Conversion rate optimization: Difference between revisions

Revision as of 13:54, 6 January 2024

Revision as of 13:54, 6 January 2024

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'''Conversion rate optimization''' ('''CRO''') is the process of increasing the percentage of users or website visitors to take a desired action (such as buying a product or leaving contact details).<ref>{{Cite book|last1=Saleh|first1=Khalid|url=https://books.google.com/books?id=USIKL4celYcC|title=Conversion Optimization: The Art and Science of Converting Prospects to Customers|last2=Shukairy|first2=Ayat|date=Nov 1, 2010|publisher=[[O'Reilly Media]]|isbn=9781449397692|___location=[[Sebastopol, California]]|pages=2|oclc=733752533|access-date=May 7, 2021}}</ref><ref>{{Cite book|last1=Ash|first1=Tim|url=https://books.google.com/books?id=d7xvcnxYa1wC|title=Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions|last2=Ginty|first2=Maura|last3=Page|first3=Rich|date=April 24, 2012|publisher=[[Wiley (publisher)|Wiley]]|isbn=9780470610121|edition=2nd, illustrated|___location=[[Indianapolis]]|pages=13|oclc=751127244|access-date=May 7, 2021}}</ref>

<ref></ref>== History ==

Online conversion rate optimization (or website optimization) was born out of the need of e-commerce marketers to improve their website's performance in the aftermath of the [[dot-com bubble]], when technology companies started to be more aware about their spending, investing more in website analytics. After the burst, with website creation being more accessible, tons of pages with bad user experience were created. As competition grew on the web during the early 2000s, website analysis tools became available, and awareness of website usability grew, internet marketers were prompted to produce measurables for their tactics and improve their website's [[user experience]].

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Conversion rate optimization shares many principles with [[Direct marketing#Direct response marketing|direct response marketing]] – a marketing approach that emphasizes tracking, testing, and on-going improvement. [[Direct marketing]] was popularized in the early twentieth century and supported by the formation of industry groups such as the Direct Marketing Association, which was formed in 1917 and later named [[Data & Marketing Association]] and acquired by the [[Association of National Advertisers]] following the announcement on May 31, 2018.<ref>{{cite press release|author=<!--Not stated-->|title=ANA to Acquire DMA|url=https://www.ana.net/content/show/id/49074|___location=[[New York City]]|publisher=[[Association of National Advertisers]]|agency=|date=May 31, 2018|access-date=May 7, 2021|archive-date=January 28, 2021|archive-url=https://web.archive.org/web/20210128125937/https://www.ana.net/content/show/id/49074|url-status=live}}</ref>

Like modern day [https://www.convertcart.com/blog/ecommerce-cro-best-practices conversion rate optimization], direct response marketers also practice A/B split-testing,<ref>{{Cite web|title=Conversion Rate Optimization - Tips & Strategies for 2021|url=https://www.mayple.com/ecommerce-marketing-strategy/cro|url-status=live|access-date=May 7, 2021|website=[[Mayple]]|archive-date=February 25, 2021|archive-url=https://web.archive.org/web/20210225160631/https://www.mayple.com/ecommerce-marketing-strategy/cro}}</ref> response tracking, and audience testing to optimize mail, radio, and print campaigns.<ref>{{Cite book|last1=Caples|first1=John|url=https://books.google.com/books?id=0cBfQgAACAAJ|title=Tested Advertising Methods|last2=Hahn|first2=Fred E.|date=1997|publisher=[[Prentice Hall]]|isbn=9780132446099|editor-last=Hahn|editor-first=Fred E.|edition=5th, revised|___location=[[New Jersey]]|oclc=924986866}}</ref>

== Methodology ==