Yesterday, I talked about different Internet marketing channels and which ones are most important for small businesses. What I didn’t mention was how one of those channels could the most important one of all.
In fact, I didn’t even mention it as one of the important ones at all. But I should have. So why didn’t I?
I left out Conversion Rate Optimization yesterday so I could talk about it today in more expansive terms. Conversion Rate Optimization, or CRO, is one of the most important Internet marketing channels for any businesses because without landing pages that are ready to close sales, you really have no Web business. You can perform the best SEO or social media campaign in the world, but if your landing pages aren’t converting sales, all the traffic in the world won’t be of much help to you.
CRO is the practice of working on your landing pages to make them the best converting tools they can be. The process involves more than SEO; in fact, it may not involve that at all. It may be something as simple as moving an image from one side of the page to another. But the heart of all CRO is in testing. The CRO professional tests various elements of a landing page to ensure that they all work together to close sales and increase conversions. After all, it is conversions that make you money, not traffic.