What is CRO (Conversion Rate Optimization)?

June 24, 2020

In this post, I'm going to tackle a question as old as time itself; What is CRO, or Conversion Rate Optimization.

What is CRO?

As a full-time Affiliate Marketer, I've been utilizing CRO (conversion rate optimization) along with my SEO strategies for quite a few years now, with mind-blowing results.

It blows me away when I come across websites online that seem to "tick" all the right boxes when it comes to SEO, but their content strategy and CRO is pure horse-shit.

I've had online campaigns that have made me $250,000 in pure profit in just 7-Days time, not because I'm some sort of marketing genius (I'm really not), but because I was smart enough to incorporate CRO into what I was doing.

Believe it or not, CRO does NOT take a lot of time, and the results of your work can easily 10x or more your profit margin.  

So, let's cut to the chase:

What is CRO Exactly?

In simplest terms, CRO describes the percentage of visitors to a website that becomes actual customers. The more customers, the better - naturally. 

In the online world numbers are everything. The more people that visit your website, the more potential customers you have.

For a lot of people, CRO is simply testing your forms and CTA's, but there is really quite a bit more to it than just that.

But having people visit your website isn't enough.

In this post, I'm going to address CRO from simply a blogging perspective.  I'm not going to go into the A/B testing and CTAs etc just yet.

Having a lot of traffic won't do you a whole lot of good if you're trying to make money with your website, but not optimizing properly for your traffic.

I can break down CRO into 2 very simple steps:

  1. What you need is to find a way to get as high of a percentage of site visitors as possible to become customers.
  2. The higher percentage of site visitors that become customers, the more money your online business is going to make.

It really is that simple.

Unfortunately, improving your CRO isn't as simple as wanting to do it.

You need to employ strategies designed to get site visitors to follow through and become paying customers.

Once you learn these strategies you will be able to maximize your profits and help your business to grow and thrive.

1. Make A Human Audience Your Priority

You need to implement an SEO strategy for your website.

SEO is short for Search Engine Optimization

Basically, it's a way of arranging text and media on your website in a way that helps it to attract the attention of search engines. SEO is important for getting your business noticed. 

However, it shouldn't be the only thing that you focus on when putting content on your website.

Content that has been search engine optimized may be great at attracting the attention of search engines, but it's not often the best means of keeping the attention of visitors once you get to your site.

Because of this, it's more important to focus on providing content that makes sense when read that it is ensuring that is is search engine optimized.

After all, if you keep visitors to your website interested then they are going to be much more likely to become a paying customer.

2. Provide Content That Is Useful And Integrates Conversion Links

SEO Content Strategy

If you want visitors to your site to become customers then you need to give them something of value.

That means you need to provide them with content that they enjoy reading while also teaching them about the subject matter.

In addition to providing them with great content, you should also take care when placing links in that content that will lead them to become a customer.

What you DON'T want to do is to put a button or bold piece of text asking people to click on it.

Boring Call to Action Button

Instead, you should make a keyword in the text a link that leads a site visitor to a portion of your website that will get them to become a source of income for you.

This approach is much more interesting than blatantly inviting them to click on a link. In this way, you are encouraging them to become a customer instead of outright asking them.

You also want to be sure to keep the links relevant to the content they're being placed in.

For example, those wanting to learn affiliate marketing may not be ideal for a post like this on CRO

Instead, I'd want to present an offer that teaches advanced SEO and CRO Techniques, such as Robbie Richards SEO Playbook (which is also probably THE best course on SEO I've ever taken).

3. Use Photos, Graphics, Videos, And Other Visuals To Make Your Website More Interesting

If you want to get someone who clicks on your site to turn back quickly, then, by all means, have a boring website that presents the info in the form of giant blocks of text.

Boring Bored GIF - Boring Bored Yawn GIFs

Or, if you want a business that has an actual chance of succeeding then do the exact opposite of this. If there is one thing to remember about the online world it's that there is a huge amount of competition out there.

No matter what niche your online business occupies, there are going to be other businesses that are in the same niche that are fighting you for the same customers.

What you have to do is to make certain that your website is as interesting as possible.

How do you do that?

You do it by breaking up all of that text with visuals, like I'm doing with this very post.

Photos, graphics, and any other type of visual are great ways to capture the attention of someone visiting your website, while also breaking up the giant wall of text that will drive most people in the opposite direction.

The content you provide has to be compelling, but it also has to be visually appealing to the people that visit your site.  Study any post on my website (well, the newer ones) and you'll see exactly what I mean.

If your site doesn't use visuals to break up text, then you can bet your competitors probably are.

That means that they will likely be stealing business from you, which is the last thing you want.

4. Keep Your Website On Point

When you first decide to launch an online business your first instinct may be to try to capture as many visitors as possible by expanding the subject matter your site covers.

For example, if you have a website about camping equipment you may be tempted to expand into survival gear, then self-defense gear etc. While this may seem like a good idea, in theory, the reality is that doing this can actually decrease the amount of traffic your website gets.

How can trying to reach a wider audience decrease the number of visitors to your website?

Think about this, how often do you sit down and type in the web address for a site you are trying to visit if you have never visited that site before?

Your answer would probably be rarely, or even never.

So you use a search engine to find the type of websites you are interested in just like the rest of the population does.

The point here is that you, and everyone else that uses the internet, rely on search engines to find what you are looking for.

Do you know what the web crawlers that search engines use like when they are looking for a website? They like websites that are focused on their niche and that provide relevant well-organized content.

Not only will keeping your website focused attract more visitors to your site, it will attract the right kind of visitors.

When Someone Obnoxious Tries To Explain Themselves GIF - TheOffice MichaelScott SteveCarell GIFs

It will attract visitors to your site that are interested in the subject matter of your site, which means that they will be more likely to become paying customers.

So by keeping your website focused, you can actually really move the need in a positive direction in regards to how many visitors to your website become a source of revenue for you.

I'm pretty sure this post is not yet complete and will be a work-in-progress for quite some time. That being said, let me know what you think in the comments below! 🙂


P.S. Also worth checking out for 2024 is eFORMULA 

About the author 

Jeff Lenney

Welcome to my corner of the internet! I'm Jeff Lenney, your navigator through the exciting seas of Affiliate Marketing, SEO, and ECommerce. My journey started back in 2009, and since then, it's been a whirlwind of success and fun in the digital world.

Before I dove headfirst into the vast ocean of affiliate marketing, I honed my SEO skills with some of the biggest agencies in sunny Southern California. I've been the SEO compass for 7-9 figure giants like Agora Financial, Investor Place, and Timothy Sykes, guiding them through the complex currents of online visibility.

But wait, there's more! I've also worked quite extensively with affiliate marketing legends like Anik Singal, Jimmy Kim, Aidan Booth, Dori Friend & others. Did I mention I was Anik's head coach from 2012 to 2015? Yeah, I've been around the block a few times!

My expertise isn't just confined to the boardroom. I've shared my knowledge and experiences on numerous podcasts, shedding light on the intricate dance of affiliate SEO.

So, whether you're a seasoned pro looking to catch the next big wave or just dipping your toes into the digital marketing ocean, I've got a treasure trove of insights for you. Stick around for fun tales, savvy strategies, and maybe a few laughs as we debunk myths and explore the latest trends in the world of online marketing. 

Dive into my posts and let's make some waves together! ✋ My Name is Jeff Lenney. I'm an Affiliate Marketer, and Search Engine Optimization Expert with over 10 years experience. I like to talk about marketing, SEO & ECommerce, so read my other posts here: Jeff Lenney's Articles

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