For years, Yellowgrape has been successfully pushing its customers to the next level in the e-commerce landscape. Insight is at the heart of our approach. And insight starts with data. Data plays a key role in developing strategies for our customers. We combine our data proposition with creative entrepreneurship, striving for maximum synergy between the channels. To take this combination to the next level, we recently added the next piece in the synergy puzzle: CRO.
CRO is the abbreviation for conversion rate optimization and, in a nutshell, is about optimizing websites to create an environment that is as user-friendly as possible, which leads to achieving as many conversions as possible. It is, as it were, the place where everything comes together. Traffic is sent to the website from various sources and, using CRO techniques, you strive to maximize the percentage of visitors who convert. If we dwell on the definition of CRO for a little longer, we arrive at the following description:
One structured approach to continuously collecting insights and data about the website visitor, in order to make optimizations based on this validating with which we give the user more often the desired actions have carried it out and a better experience create.
By collecting insights about website visitors in a structural way, an increasingly better picture of visitors has been created. Based on these insights, hypotheses for website optimizations are then formulated. Before action is taken on this, prioritization must take place. Subsequently, the hypotheses will be validated by means of A/B tests and only significantly better performing variants will be implemented. In this way, a continuous cycle of optimizations is created, which creates an improved user experience. Ultimately, this will lead to a higher conversion rate and thus more turnover.
Applying CRO is important because it helps increase the conversion rate of all traffic sent to the website. So it fits in well with another Yellowgrape specialty: getting more traffic to the website. In addition, with CRO, we can also build on existing data structures. If the web analytics is fully and correctly set up and the dashboards are set up, we can extract new insights from this with CRO and then translate them into hypotheses for optimization. Apart from the synergies that can be created with existing activities, there is another reason why CRO is important: namely for complying with a data-driven approach. With CRO — and specifically with A/B testing — ideas and hypotheses can be validated simply and clearly. Changes are therefore only made to a website if it is proven that they contribute significantly to achieving better results. In doing so, you completely say goodbye to optimizations based on gut feeling or the HiPPO.
All in all, CRO can be a powerful tool for online retailers to boost results. Through a thorough process, structural insights can be collected about website visitors and, based on these insights, optimizations are validated and implemented. This data-driven way of working fits seamlessly with Yellowgrape's vision, allowing us to serve our customers even better.
Do you want to know more about CRO or how this can apply to your website? Then take contact with us. We are happy to help you out.
