Articles

Conversion Rate Optimisation: A Strategic Approach to Success

May 21, 2024
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By Graham Van Der Linde
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Have you noticed how, despite a series of challenging economic circumstances both domestic and global, some companies are emerging stronger than ever while many struggle to stay afloat? More businesses are filing for bankruptcy now than ever. Unfortunately, there is no silver bullet for every business's problems. However, there is a common denominator among the strong digital brands succeeding in today's economic climate—a focus on conversion rate optimisation. This investment in understanding the end user and putting the customer at the heart of design changes to minimise barriers to purchase is the essence of conversion rate optimisation.

Conversion Rate Optimisation (CRO) is, in essence, the science of simplifying user journeys to maximise the likelihood of a purchase being completed.

Similarities Despite Differences

CRO is not about taking a blanket approach to design and saying, "What works for one will work for another." It is about applying a methodological approach to assessing what works and does not work for you and your customer specifically. There are, of course, best practice guidelines that allow you to get started on the CRO journey without a huge upfront investment. This is a great way to build support for conversion rate optimisation internally, demonstrate its value to stakeholders, and maximise self-serve tools. But if you want to take your investment to the next level, where you will start to see game-changing results, expert support is required.

The In-House / Agency Blend

The opportunity for serious growth lies in the sweet spot between in-house teams and agency expertise. This is where big business takes the lead. This blended approach utilised by big business combines internal team knowledge, such as brand awareness, with the objectivity and specialism of an outside agency. It brings a balance of viewpoints to a business’s optimisation goals by ensuring overall goals are met, mindsets are challenged, but business values and practices are also preserved. A blended approach also means the handover point between business and agency can be negotiated to best support the business needs—depending on their internal capabilities. In other words, there is no need to pay for services that aren’t required, but only the pieces of the puzzle that the business requires support in.

Optimisation as a Priority

The great divide between optimised businesses and non-optimised businesses continues to widen, and 2024 is the year to ensure that your business is keeping pace. The question must be asked of businesses that are already falling behind: can you afford another year of poor performance? Which is a riskier strategy—continuing on a course of known non-performance, or adopting the practices of successful businesses, proven to deliver solid returns on investment? Examples of successful CRO projects seem simple. Prioritising conversion rate optimisation not only mitigates the losses a business may be suffering but also serves to simultaneously promote increased revenue generation.

Come Talk To Us

If your business needs support in improving its trajectory this quarter, come and talk to us at Eclipse. We are experts in CRO and specialise in working alongside internal teams to fit into their workflows and support their conversion and revenue goals. A no-obligation intro call could be the turning point for you this year—at the very least, we can guarantee you will leave feeling better informed, empowered, and motivated to action real, positive change.

And to get you started on this journey, download our guide, "Leave Nothing to Chance: 5 Ways to Boost Your E-commerce Conversions with Certainty." This guide is packed with actionable insights and strategies designed to help you optimise your e-commerce performance and drive meaningful results. Don’t leave your conversions to chance—take control and start seeing the difference today!

Graham Van Der Linde
Marketing & Brand

About the Author

Graham is a digital native who has spent his career living and breathing branding and marketing, creative design, business development and digital transformation. He strives to continually put his experience into action and share his wealth of knowledge with others to generate successful outcomes.
graham.vanderlinde@eclipsegroup.co.uk