Conversion rate optimization is the art and science of improving the conversion rate by clearing all obstacles in the conversion process and providing a great user experience. It focuses on the topics like easy navigation, clear call of action, benefits oriented headlines and content, building credibility by design & e-seals to convert visitors into customers.

It also involves experimenting with website design, layout, headline, content and images present on the website and tracking effective conversion rate for each experiment. This process is widely known as multivariate testing.

If you find it difficult to understand then in simple words CRO means finding out why visitors aren’t converting and fixing it.

Website Conversion Pyramid

Why you need CRO

Conversion rate optimization can help your digital marketing plan to perform better and increase your ROI that means with the same marketing budget you can generate more business. It also fixes most of the issues faced by the potential customer during conversion process and provides hassle free experience that means more happy customers. There are much more benefits of CRO, some of them are as given below:

  • Increase in stickiness factor i.e. increase in time spend on website and reduce in bounce rate
  • Boost in registered users for the website
  • Increase in content subscriber viz. sign-ups for newsletter, RSS feeds etc.
  • The generation of more leads for your sales team
  • Great user experience results in more satisfied and loyal customers
  • Reduction of customer acquisition costs
  • Increase in ROI, hence more profit, more money to spend

So, if you found CRO a good channel to explore then you must read the other two articles of this series viz. Important Factors in Conversion Rate Optimization and CRO: The process to success.


selecting right channelAlthough there are too many digital marketing channels are available to promote business and acquire new customers but choosing right one is always a challenging task for the novice internet marketers and even for traditional marketing veterans.

However, it can be made little simpler by following a scientific approach by considering parameters like business goal, marketing budget and availability of resources. Here is the process and list of parameters that can help you in choosing right digital marketing channel for your business.

Step 1:
Get an overview of different digital marketing channels
available viz. SEO, PPC, Email Marketing, Banner Advertising & Mobile Advertising etc.

Step 2:
Define your primary objective and business goal
for the marketing campaign viz. Branding, Education, Traffic, Lead/Sales, Reputation Building

Make a marketing budget
and divide into three parts viz. for tactical resources, set-up cost and maintenance cost. Make sure you define a specific amount and set aside for your marketing campaign.

Pool your tactical resources and list down their skill set viz designer, developer, copyrighter, search marketer, analyst and active social networker.

Set-up timeline and expected outcome for each marketing channel.

Now based on the business goal, marketing budget and available resources select the appropriate digital marketing channels. You may use the following table as ready reckoner  to make your job simple.

Marketing Budget Vs Marketing Goal

Selecting Digital Marketing Channel basis Marketing Budget and Business Goal

Digital Marketing Resource Management

Selecting Digital Marketing Channel on the basis of available Strategic and Tactical Resources


About the author

Rishiraj Singh is a Web enthusiast and Internet Marketer by profession based in Mumbai. He is also an avid reader of all sorts of web technology and marketing blog. He frequently shares his interesting reads by tweets at Twitter where he has 1000+ fans. He has worked with small internet marketing firm, technology start-ups and financial conglomerate.

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