What is Conversion Rate Optimization (CRO)?

We’ve established your marketing goals, written your ads, designed your landing page and you’re ready to roll out the greatest PPC campaign ever!

But, what happens after the campaign launches?

We start working on conversion rate optimization – woohoo! If you’re not feeling the excitement yet, have no fear. CRO is actually the fun part of PPC marketing.

Conversion Rate Optimization Defined:

CRO is what we do over the long-term to continually improve PPC performance.

What makes conversion rate optimization fun is that it’s never mysterious or confusing when done correctly. Actually, the folks at Quaraloo said it best by defining CRO as “A structured and systematic approach to improving the performance” of your PPC marketing.

In other words, it’s a plan to do better. And the sooner the plan is created and executed, the better results you’ll see.

How CRO Works:

Step 1: The first step in increasing conversion rate is creating a baseline for measurement. Your ad campaigns and landing pages run for a while, and a baseline measurement of conversion rate is established.

Step 2: After the baseline is established, and we see how people have interacted with your ads and landing pages, and create hypotheses of ways to adjust in order to improve conversion results.

These hypotheses are based on real data: user feedback, conversion data, and other metrics measured through Google Analytics or other software.

They are never based on a hunch, a guess or a feeling. Ever.

Step 3: Next, we’ll plan out the specific changes we want to make in order to test our hypotheses. Changes of any type can be made, but it’s important that the reason for the change is based on data and a logical hypothesis.

Common conversion rate optimization changes are:

  • Including more/less information on the landing page
  • Placement of the call-to-action on the landing page
  • Variations of ad text
  • Variations of copy on the landing page
  • Testing different offers on the landing page
  • Testing a different call-to-action on the landing page

….it could go on for hours, as there are limitless variables to test in the conversion rate optimization of a PPC campaign.

Step 4: Lastly, rinse and repeat. After the campaign has now ran for a set amount of time with CRO changes made, we’ll look at the data again, re-evaluate our hypotheses and create another plan for testing!

When is Conversion Rate Optimization Complete?

Put simply: Never. A wise marketer once said that until your PPC campaigns convert at 100% there is more work to be done – how true!

Also, we must consider that consumer’s needs and behaviors online are consistently changing, your own business is continually evolving, marketing tools themselves change regularly and even seasonal issues come into play.

The work of a conversion rate optimization expert is never done. But that’s perfectly ok, because when you find it as fascinating as I do, you get to enjoy the thrill of conquering complex marketing issues and reaping the reward of increasing results!

Learn more:
Speak with one of our PPC Experts today


Mark Chapman, Owner of Everett Andrew Marketing
About The Author: EAM Blogger, Mark Chapman, develops effective PPC campaigns for clients that cut through the clutter and turn prospects into paying customers.

His continual work in pay-per-click marketing, landing page development and conversion rate optimization give him endless amounts of insight for teaching, writing and speaking about successful online marketing strategy.