Frankly, businesses can’t survive nowadays if they’re not thinking
about CRO. Most digital marketers already think about it without even
knowing it. Having best practices in your pocket will give you better
success at what you’re already trying to instinctively do.
Often cited in sales articles, Harvey Mackay has famously said,
“Everyone is in sales. To me, job titles don’t matter. Everyone has to
be thinking about sales. It’s the only way any company can stay in
business.”
According to statistica,
the e-commerce share of total retail sales has been growing
exponentially from 2013 to today, currently sitting at around 11%. Even
for in-store purchases, studies show that between 70-80% of people
research a company online before visiting the business or making a
purchase.
You don’t need to see these stats to know we live in a digital age.
Optimizing your digital assets to improve your sales is a no-brainer,
and that’s exactly what CRO is. Trying to get more people to call your
company? Optimizing for that phone number placement on your site is part
of CRO.
Another reason to care about CRO is if you’re spending money on
advertising. Why would you spend resources to bring users into your
store or onto your website, but then leave them completely to their own
devices? Focusing more on turning those visitors into conversions will
bring you greater ROI for your marketing campaigns.
Long story short, CRO is essential, and having a structured plan for it will help.
