We’re finding more and more potential customers who have the traffic to make their Ecommerce website a success, but not the conversion rate. For some reason people just aren’t buying what they’re selling. We even wrote about it back in May.
The process of improving the amount of people actually buying products is known as “Conversion Rate Optimisation“; usually shortened to CRO.
Recent research (July/August 2013) by Econsultancy and RedEye shows that 59% of companies that responded believed that optimising their rate of conversion was crucial to their overall digital marketing strategy. The rate that came back from agencies was even higher and it’s clear why; for a lower cost than rebuilding your website from scratch, you can improve what you’ve got and get better results, quicker.
Sounds like a good idea to me.