Frankly, businesses can’t survive nowadays if they’re not thinking about CRO. Most digital marketers already think about it without even knowing it. Having best practices in your pocket will give you better success at what you’re already trying to instinctively do.
Often cited in sales articles, Harvey Mackay has famously said, “Everyone is in sales. To me, job titles don’t matter. Everyone has to be thinking about sales. It’s the only way any company can stay in business.”
According to statistica, the e-commerce share of total retail sales has been growing exponentially from 2013 to today, currently sitting at around 11%. Even for in-store purchases, studies show that between 70-80% of people research a company online before visiting the business or making a purchase.
You don’t need to see these stats to know we live in a digital age. Optimizing your digital assets to improve your sales is a no-brainer, and that’s exactly what CRO is. Trying to get more people to call your company? Optimizing for that phone number placement on your site is part of CRO.
Another reason to care about CRO is if you’re spending money on advertising. Why would you spend resources to bring users into your store or onto your website, but then leave them completely to their own devices? Focusing more on turning those visitors into conversions will bring you greater ROI for your marketing campaigns.
Long story short, CRO is essential, and having a structured plan for it will help.