Content Marketing Blog

Regular testing the best way to improve conversion rates

Many businesses use content marketing to boost brand awareness and attract more online consumers to their site. Although engaging and useful content is the best way to achieve this, at the end of the day the main objective is to convert website visitors into customers.

One of the best ways to determine a website's effectiveness is by calculating its conversion rate optimisation, or CRO. A recent study conducted by Econsultancy, in partnership with RedEye, found that 59 per cent of businesses and 41 per cent of agencies believe conversion rate is crucial to their strategy.

There are multiple tests that can be carried out to detect some of the reasons why visitors on your site aren't turning into consumers, thus improving your CRO.

The most common ways of measuring a site's CRO is through A/B testing, multivariate testing and usability testing. The key is to do it regularly. The study found that 87 per cent of businesses that conducted testing ran between 1 and 5 a month.

The study also found that organisations with a clear strategy devoted to improving conversion rates are twice as likely to see an increase in conversion rates.

However, at this stage, only 28 per cent of the 1,000 businesses and agencies interviewed said they are satisfied with their conversion rates.

"The problem, it seems, is while the marketplace has grown, conversion rates have declined; and while online marketers continue to spend large amounts of money attracting new users, much less is spent on converting these users," said CEO of RedEye Mark Patron.

There are many ways to measure the effectiveness of a site, some of which are more complicated that others. The Content Marketing Institute recently conducted a survey that interviewed B2C businesses in the US about how they measure their website's success.

The study found that B2C businesses prefer to measure their website's traffic, social media sharing and the overall time spent on their website.

In a separate study, the Content Marketing Institute interviewed B2B businesses about how they determine if their website is performing at its best and found that website traffic, sales lead quality and social media sharing where the most common forms of measurement.

Posted by Dylan Brown