Investing time and money into your marketing strategy is counterintuitive if your Conversion Rate Optimization (CRO) program is tripping up your efforts. Allocating a substantial budget to a strategic social media strategy, an emotive TV ad or an engaging email marketing program is a pertinent investment – but only if your CRO program is just as strategic. If a visitor lands on your site only to become frustrated when they attempt to make a purchase, all of your marketing efforts will have been for nought. It’s crucial, then, to make sure that your CRO program is just as effective as the rest of your marketing endeavours.
Sure, it’s exciting to launch a new website. And it promises a number of benefits – better customer experience, a website you’re proud to show off, higher conversion rates and more sales, to name just a few. But what few people think about when planning a new ecommerce website is that often, the same benefits could be achieved for a lot less money, time and energy, simply by giving your existing site some TLC.