Questions answered in this module

• How can I get more visitors to actually buy on my site?
• How do I prioritize what to change on my site first?
• How can I use data intelligently to grow?

What is CRO?

CRO (Conversion Rate Optimization) improves what happens after people first visit your website — so more people become customers.

For example, to get more people to fill out your signup form, you may add a live chat widget so users can build trust with a real human before giving their personal information.

Another example: you want to get more people to click on the "Buy Now" button on your homepage. To tailor the page to them, you could automatically figure out what city they're in, based on their IP address, and then change the pictures on your homepage to be from that city.

Ultimately, CRO ends up looking like a prioritized to-do list. You’ll rank each change you want to make by the estimated chance it has to increase your conversion rates (and revenue).

Here’s roughly what it should look like:

Company story

Service was a company we worked with. They're an app that refunds you when your flight gets delayed or canceled.

When they first started running ads, people who clicked an ad would go directly to the app store to download the app. We saw a few people downloading the app, and far, far fewer people actually entering their credit card.

Adding your credit card is a big leap of faith. You're giving the company a lot of power. Service hadn't built enough trust.

Getting free money back on flights? It sounded too good to be true. We had to prove to visitors that they could trust Service.

So they inserted a landing page in between the ad and the App Store.

The landing page explained how Service worked. It also showcased news coverage and celebrity testimonials.

So when people came to the page, they had already overcome the objections they had about the product ("How does it actually work?", "Do other people trust it?", "Is this a legit company?", etc.).

Conversion rates shot up. And people started adding their credit cards.