Behind every marketing action, there is a common goal: getting better results. And, regardless of the KPIs to measure the success of these practices, the seek of innovation and improvement must be constant to lose not the growth opportunities.
Strategies such as SEO and Data Science are examples of how it’s possible to have constant improvement through proper tools and the analysis of relevant information that can lead the marketing professional to make right decisions when they are in a dead end in a certain scene.
However, when talking about channeling the lead or visitor’s attention and guide them to a certain action within the website, your should focus on strategies such as CRO Marketing or Conversion Rate Optimization.
This practice, summarizing, aims to increase the percentage of visitors which execute a desired action inside your purchase, schedule, downloads or even form pages.
To do so, analysis softwares are used to help the professional understanding better the actions of the visitor within the website, in a way that through this understanding, it’s possible to deliver to them a better user experience, through improvement on the page design, load time or any other factor that can be an obstacle to make the visitor convert.
CRO is guided by experiments. Whenever possible, validate hypotheses with A/B and usability tests to measure the real impact of each change on user behavior. This approach reduces guesswork and prioritizes improvements that actually increase conversions.
Do you want to learn more about this strategy and how it can help you to improve your ROI and give you other benefits? Keep reading to find out!
What is the conversion rate?
Before we talk about the concepts of CRO, it’s important for you to understand, in the first place, what conversion rate means. After all, how you will understand the optimization process if you don’t know what it is about, right?
The conversion rate in marketing is, basically, the number of visitors that complete desirable actions within your pages, and the CRO is the set of strategies that aims to optimize and increase this number.
How to calculate the conversion rate?
To calculate your conversion rate you need to identify the total number of conversions made within a page, divided by the total number of visitors of that page times 100. The number will be your conversion rate.
For example: you have 3 thousand sessions (visits) on your homepage. Within that page, there’s a button on the top of your website menu that invites the visitor to keep in touch. And this button has 150 clicks. Calculating this way, you have a 5% conversion rate (150 divided by 3000 times 100).
In Google Analytics 4, conversion rate is typically expressed as key event rate per session and key event rate per user. Generally speaking, the former considers sessions in which an event marked as a conversion occurred; the latter considers users who performed at least one conversion event. Be clear about which metric you're using to avoid conflicting readings between reports.
Knowing that, we can go to the next step that is the implementation of strategies that can optimize this rate.
To go further on the concepts of CRO, we recommend the reading of this post we made to answer your questions. Now let’s talk about the benefits of putting the CRO in practice, ok?
Imagem: CRO: What is Conversion Rate Optimization in Marketing
The benefits of using CRO in marketing
From now on, you might be thinking that a “CRO in marketing” proper strategy for your company can help you to get better results. But for a better understanding, we’re going to tell you the main benefits of this practice. Check it out!
1. Improve the user experience
The CRO practices allow you to better understand the map of the customer’s journey and, while guaranteeing that the visitor has an easier path that leads to conversion within your pages, you are sure that they are comfortable accessing and navigating in it. And this, as a consequence, can bring a greater number of customers capture and - even - retention.
In e-commerce, for example, research from the Baymard Institute indicates that UX optimizations at checkout can increase conversions by around 35% on large sites. While your context may vary, the principle is the same: removing friction throughout the journey tends to reduce abandonment and increase conversion rates.
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2. Improve the ROI
Having a better view of the visitors’ action in your website, it’s possible to direct the efforts and investments to the right places, that really demands your attention, instead of spending with solutions that won’t bring effective results, also increasing your average ticket and as a consequence your ROI.
3. Increase your website traffic
CRO isn't about generating traffic, but about extracting more value from the traffic you already have. UX and performance tweaks — such as improvements to Core Web Vitals (e.g., INP, which replaced FID as the responsiveness metric) — help create more satisfying pages. This aligns with what Google seeks to reward, although Page Experience isn't a ranking system in itself, but rather one signal among many. The primary benefit of CRO is better conversion of current traffic.
4. Make your business more scalable
Knowing that your search engines result pages are full of organic content, it’s possible to understand the competition of getting the visitor’s attention is great. So, to guarantee that visitors have a good experience and keep themselves inside your page is a key factor to ensure that every valuable visitor converts and, then, you can improve the scalability of your business.
CRO and experience
Now that you understand what the conversion rate is, how to calculate it and the benefits of optimizing it for your marketing strategies. So, to ensure that this job is well-done, it’s important to count on senior professionals that can execute the CRO strategic practices and promote analysis to get insights that can help your team to benefit from this.
If you have someone on your team that can work with CRO - or if you are this person - that’s great! We hope this content has been worth-reading for you. But you feel the necessity of counting on this strategy and deal with the lack of support, a good solution is to count on the Mkt4Edu services.
Mkt4edu as a solution
Mkt4edu is a company whose purpose is to be in educational marketing. However, today, we also have customers outside this area, which felt the need of having our services.
Our expertise is to promote students' (customers, in general) capture and retention strategies with the lowest cost of investment, through marketing tools and Artificial Intelligence. And numbers don’t lie: we have more than 3 thousand campaigns during our activity period.
Within our services, we have a CRO specialized team that can help your team to identify obstacles and growth opportunities in your website’s pages.
Summary: CRO (Conversion Rate Optimization) is a conversion rate optimization strategy that aims to convert more visitors into leads or customers on your website. Unlike generating traffic, CRO increases the value of existing traffic by removing barriers in the user journey, improving the browsing experience, and guiding visitors to the desired action, such as filling out forms, downloading materials, or making purchases. With A/B testing, data analysis, and UX adjustments, you can increase conversion rates, improve ROI, and make your business more scalable without increasing paid media spending. By investing in CRO, your company gains digital efficiency, greater predictability of results, and sustainable growth.
Do you want to understand how we can help you even more? What do you think about scheduling a meeting with us? To do so, click on the button below!
CRO Marketing: How Conversion Rate Optimization Can Improve Your Results
What is a conversion rate in digital marketing?
The conversion rate is the percentage of visitors who complete a desired action on your website, such as filling out a form, downloading a resource, or making a purchase. It shows how effective your page is at turning traffic into measurable results.
How to calculate the conversion rate?
Divide the number of conversions by the total number of visitors and multiply by 100. Example: if your homepage received 3,000 visits and 150 clicks on the contact button, your conversion rate is 5%. In Google Analytics 4, you can track this metric by sessions or by users who completed at least one conversion event.
What is CRO Marketing and how does it work?
CRO (Conversion Rate Optimization) is a set of strategies aimed at increasing your website’s conversion rate. It involves data analysis, A/B testing, design improvements, and usability adjustments to reduce friction in the user journey and boost conversions.
What are the benefits of CRO for businesses?
CRO improves the user experience, increases ROI, generates more results from existing traffic, and makes your business more scalable. Instead of focusing on attracting more visitors, CRO maximizes the value of the audience you already have.
How does CRO improve the user experience?
By analyzing visitor behavior, you can identify pain points and fix them. This may include optimizing page speed, improving button clarity, simplifying checkout processes, or enhancing page design. These improvements increase satisfaction and reduce abandonment.
How does CRO impact ROI?
By understanding user actions, you can direct investments toward what truly works, cutting expenses on ineffective strategies. This optimization increases your average ticket size, boosts profitability, and makes ROI more predictable.
Does CRO generate more results from existing traffic?
Yes. CRO focuses on extracting more value from the traffic you already have. UX and performance improvements — such as Core Web Vitals optimization — help create more seamless experiences that encourage conversions without the need for more ad spend.
Why does CRO make a business more scalable?
With a higher conversion rate from the same volume of visitors, businesses can grow without proportionally increasing marketing budgets. This creates scalability, predictability, and sustainable growth in customer acquisition.
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