CRO and web personalization

CRO (Conversion Rate Optimization) is the set of techniques that are carried out to improve the performance of the digital ecosystem. In other words, it is a process that seeks to increase the profitability of a digital project by improving the main KPIs, such as conversion, the number of transactions or the average ticket without increasing the resources used.

The objective of conversion rate optimization or CRO is not to obtain more visits to a website, but to ensure that the visits are of quality and, therefore, more profitable for the company. Therefore, it focuses on maximizing the number of conversions without increasing the number of visitors.

The conversion rate is a parameter that indicates the percentage of users who have carried out a specific action in relation to the total number of visitors to a website. Its analysis is used to check whether a business is profitable. If not, it will be necessary to develop a CRO strategy.

There are several studies that analyze the average rate in e-commerce and, although it can be a reference when we do not have a history within our analytics, it is preferable to analyze the efficiency of our ecosystem with respect to the history or growth expectations.

The conversion rate is influenced by multiple factors: type of traffic we receive, price of our product, sector in which we are positioned, improvement actions, type of purchase (reflexive or impulsive), advantages over the competition, etc. Therefore, although we may have a reference, it is preferable to analyze our own business.

If a website fails to obtain conversions, no matter how much traffic it has, it is not generating optimal results and, therefore, it is not profitable. Currently, about 1.1% of users who visit a website become end customers, hence the importance of planning actions to help optimize the conversion rate.

In this sense, CRO is a fundamental factor for the profitability of a digital business, since it allows to extract much more value from the traffic of a website by increasing the number of users who buy on it or perform key actions for the development of the digital strategy.

Thanks to a CRO strategy you will achieve:

• Attract higher quality traffic to your website.
• Improve organic positioning
• Increase your revenue per visitor, growing your business.
• Reduce the cost of customer acquisition
• Increase ROI
• Improve user experience
• Minimize bounce rate
• Win new customers
• Gain an advantage over competitors

A good user experience (UX) should not be reduced to creating a good design that is pleasant and attractive to visitors. It is also important to consider usability aspects so that navigation through the website is easy, fast, intuitive and fluid, preventing users from abandoning the page before converting.

In this way, we will get them to stay longer on the web and have a satisfactory experience, which translates into a greater likelihood of obtaining conversions. Since improving usability is a prerequisite for a good conversion, CRO and UX are complementary and must work together to achieve the expected results.

At hiberus we combine the services of a digital agency and a technology consultancy, two points of view that help us to connect the business vision with the necessary technology.

We have a team of CRO specialists who work in collaboration with UX and UI designers, analysts, developers, SEO specialists and SEM specialists to offer clients the best guarantees of success in their digital strategy.

We help clients whatever their needs and current situation, both by offering business or technical support in any of the phases in which they are and accompanying them throughout the process: definition of the digital plan, traffic acquisition, conversion of visits into customers, measurement and data analysis and user conversion and loyalty.