What is CRO (Conversion Rate Optimization)? 

When you have a website, the primary goal is to drive traffic and generate sales. Simply having a beautiful site and waiting for customers to come to you is not enough. You need to actively reach out and encourage them to visit your company's website.
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To achieve this, several methods can be employed, including SEO (Search Engine Optimization), which is the most well-known method. SEO involves using keywords or phrases related to your sector to attract visitors to your site. Additionally, there's another technique straight from the USA: CRO.
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CRO, or Conversion Rate Optimization, naturally aims to increase the percentage of users who perform a desired action on a website. It enhances the results not only of a site but also of all the marketing levers that redirect to it.

CRO vs. SEO

CRO and SEO are two distinct but complementary methods. SEO primarily helps generate traffic to the site from search engines, while CRO focuses on converting visitors into leads and then into customers.
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Even though these two methods do not impact traffic in the same way, it is advisable to combine CRO and SEO to achieve better results.

Key elements of CRO 

To increase a website's conversion rate, there are numerous factors you can influence. However, three areas are particularly crucial for seeing rapid effects:

1- Content

Content is one of the elements that influence user behaviour the most on a website. As part of a CRO strategy, the goal is to make content more engaging and persuasive. This includes selecting the right words for call-to-action buttons, employing a writing style and vocabulary that resonate with the target audience, and determining the most effective content formats.
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By performing A/B testing to see which texts and content formats perform best, you can visibly improve your rates.
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2- Visitor Segmentation

Not all visitors to your site are the same or have the same objectives. Some may just be surfing the internet and land on your site by chance without ever making a purchase. Others may find your site because they are interested in your business's activities and might make a purchase in the future. Still, others visit your site intending to immediately buy a product or service. Thus, segmenting visitors is the best way to improve the conversion rate. The goal is to focus on groups of visitors most likely to perform the desired action.

Segmentation enables better results compared to treating all visitors as a group with the same characteristics. Design can also be tailored to meet the expectations of these respective segments.

3- Design

Keep in mind that a site's design greatly influences user experience and how visitors perceive an interface. Changes in colours, page layout, font, or the alignment of elements can, in some cases, maximize conversions. For instance, changing the colour of a submit button on a landing page can affect the number of people who click on it, not to mention its placement or shape.
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Your website should be pleasant and easy to use. UX Design (User Experience) then becomes a powerful ally of CRO. The experience a user has should be reassuring and should make them want to visit new pages, make a purchase, or simply leave their contact details.
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The fluidity and simplicity of navigation are also fundamental components of design that can be optimized to improve the conversion rate.
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Here too, A/B testing is a method not to be overlooked as it can help you choose design elements that offer the best performance.
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These three elements are just examples of other methods that can be implemented to influence your conversion rate. Nevertheless, they can help you establish a solid foundation to test your CRO strategy.

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