Web Technologies

CRO Initiatives Lead To Greater Customer Satisfaction: Study

Customer Satisfaction

Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your highest possible percentage of visitors to your site to convert, or complete your desired action. CRO is quickly gaining in popularity because it’s seen as a way to increase profits from sales without raising your advertising spend. According to a commissioned study conducted by Forrester Consulting, 94% of firms say their CRO (conversion rate optimization) initiatives have increased customer satisfaction.

If you are a business owner and looking for greater leads, sales and profit, then conversion rate optimization (CRO) is the answer. Not because CRO replaces SEO, but because while much of SEO focuses on generating traffic, CRO turns that traffic into leads and sales, or what we call conversions. And it doesn’t do it through guesswork, but rather through a methodical, scientific, straightforward process that virtually guarantees ever improving results.

Forrester Consulting identified forward-thinking firms as those with a center of excellence team, (20% of all respondents), and/or those that follow a highly formalized process throughout their CRO program (23% of all respondents). These insights-driven firms reported better CRO results than their peers, including in average visitor value, lifetime customer value, average order value, site-based search conversion, time in app, search optimization, and registration.

Beyond business results, the study also revealed the impact of CRO programs on customer satisfaction: this was the metric firms most frequently cited as being improved, with 43% reporting customer satisfaction increased by 11% or more.

“The direct benefit of CRO programs on the customer experience supports an idea at the heart of AB Tasty – that building a strong business model begins and ends with the client,” explained Alix de Sagazan, co-founder and CEO of the all-in-one CRO platform AB Tasty, the firm which commissioned the research.

Many Internet marketers get caught up in arguments over the most important strategy to improve conversion rates, experts believe in today’s business world, which relies on World Wide Web and is dominated by ecommerce and any online transactions, the idea is to synergize CRO and SEO and make the maximum profit.

As Matt Bowman, President of Thrive Internet Marketing, recently mentioned in a Forbes blog, “Improving your CRO is an ongoing process. Your visitors are dynamic, so move with them. When you learn more about your customers through CRO data, you gain a better understanding of their thought processes, problems, wants and needs.”

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