How CRO creates a better experience for your B2B customer

With CRO you can increase the return on your platform and your online marketing efforts. That is the goal of conversion optimisation. How? By really getting to know your users and basing and validating optimisations on user data. Want to improve your site's conversions too? Partout is happy to help. 

Say you have a beautiful website, the tools work, the content is right, yet the number of conversions is disappointing. Are there few sales, contact requests, downloads or newsletter sign-ups, for example? Then something needs to change. For a website to be truly successful, the entire customer journey and the conversion optimisations must complement each other. 

To achieve these results, it is important to concentrate on the goal of your website: leading visitors to conversion. It's good to know that a conversion doesn't always have to be a sale. It can also be a white paper download or an event registration, for example. And increasing those conversions is exactly what CRO (conversion rate optimisation) is about. 

Conversion optimisation & data

A good customer experience is one of the keys to a website's success. That is why it is important for the website to be user-friendly. A user-friendly website quickly delivers more conversions. Tools such as Google Analytics or Hotjar let you read data on how your website visitors behave. 

Data never tells the whole story, though. Data can reveal pain points in the customer journey, but if you really want to improve those points, you need to understand why visitors drop out. To gain insight into visitor behaviour, tools such as Hotjar, Clarity or Leadinfo are implemented. Which elements on a website do people click on? How far down a page do visitors read the content? When the information from these tools shows that user behaviour doesn't support the conversion goal, ideas can emerge that you want to prove through CRO experiments. We call these as-yet-unproven website optimisation ideas hypotheses. These hypotheses can then be tested and validated. Where possible we validate through A/B testing, so we know for sure that we are implementing the best optimisations. 

The benefits of a conversion optimisation specialist for your business

Every website has several goals (KPIs) against which success is measured. The percentage of visitors who achieve such a goal is called the conversion rate. With CRO you increase this conversion rate. Bringing in a CRO specialist has other benefits too: 

• More return from your campaigns 
• You get to know your target audience better and can adapt your website and campaigns accordingly 
• Cost savings: only effective changes are implemented 
• Your investment pays for itself quickly 

Outsourcing conversion optimisation to Partout

Partout helps your organisation attract more high-quality visitors. Together with you, we decide where the focus lies and draw up a plan for how we will improve it. Does your website already generate plenty of visitors and revenue every day? Then don't hesitate to bring us in. There is always room for improvement. 

When the website has a conversion goal, conversion optimisation adds value when: 

• The website generates traffic from various marketing channels, but conversions don't grow in proportion to the number of visitors 
• Campaigns are being created, but the results aren't measured properly or don't achieve their potential return 

Need a conversion optimisation specialist?

Our CRO specialist will get to work for you on: 

Creating a measurement plan: in which the data stack is assessed and supplemented with extra measurement points where needed. 

A quantitative/qualitative analysis: in which the conversion funnels and barriers in the customer journey are mapped on the basis of data. In addition to data analysis, the CRO specialist can gather information from the target audience through online surveys. 

Drawing up hypotheses: in which hypotheses about the optimisations are formulated on the basis of the data research, combined with principles from behavioural psychology. 

Validation: in which tests are carried out to confirm or refute the hypotheses, so the best optimisations can be implemented on the basis of evidence. 

 Get in touch  with Partout, with no obligation, to see what best suits your business and goals. We'd be happy to help! 

Frequently asked questions about CRO

Why is improving conversion important?

Unlike SEO and SEA, CRO doesn't bring more traffic to the website, so why is CRO so important?  

By using CRO, you make sure the choices for improving a website are prioritised on the basis of data, so you optimise where it has the most impact. This makes budget decisions easier. What's more, the objective reasoning behind optimisation choices and validation through testing reduce unnecessary risks.   

We have listed a few important practical benefits:  

• Making your website more user-friendly  
  Increasing user-friendliness ensures the customer journey runs as smoothly as possible. When a visitor encounters barriers in the customer journey, the chance increases that they drop out and don't complete the conversion. By identifying and removing those barriers, you make it easier for visitors to reach the goal.  

• Turning visitors into customers  
  By getting to know your visitors better and analysing their behaviour, you get a clearer picture of your target audience's wishes and needs. With that information you can adapt what the website offers so the content appeals more to the target audience.  

• Better return from marketing channels  
  With a user-friendly website and relevant content, visitors easily find what they are looking for. In many cases this leads to longer visits and more interactions. In this way, a CRO-optimised website also delivers better results in search engines.  

In short, conversion optimisation gives your target audience a user-friendly website. A website that is found more quickly thanks to its relevance, and that visitors navigate easily and intuitively, from landing on the page to completing a conversion. With the return you can get from marketing channels, you can save budget on the one hand by paying only for ads that really matter to your target audience, and on the other achieve a higher return from visitors with a higher conversion rate by speaking to them with the right content. 

What is CRO?

CRO stands for conversion rate optimisation, which means optimising a website to improve the number of conversions per number of visitors for a particular goal, in order to (indirectly) generate more revenue. With CRO you make sure your website visitors do what you want them to do.  

The optimisation process can help improve a website's user-friendliness and conversion. A conversion takes place when a website visitor is turned (converted) into a customer or a prospect. Examples of conversions are:   

• Making a purchase in an online shop  
• Filling in a form  
• Signing up for a newsletter 
• Leaving details for a contact request.  

User-friendliness is about how easily visitors are able to achieve their goals. So we make the customer journey as user-friendly as possible. Optimising a website's user-friendliness often involves UI/UX design too.