# Importance of the CRO in your Inbound Marketing projects

Sometimes it may seem to us that the simple fact that our website receives a lot of traffic could be enough. However, what is the use of having many visitors to our website if none of them buy anything?

This is where the CRO comes in. Would you also like to know how using this strategy can help your brand?

## What is CRO?

CRO, an acronym for Conversion Rate Optimization in English, is a term that is on the rise today. Thanks to him, there are already many companies and [app store optimization services](https://app-promotion.net/aso/) that are improving the results of their sales on the internet as well as their income figures.

The CRO is a set of techniques and tools whose ultimate goal is to increase the number of visitors to a web page who will eventually become clients of that brand. For example, if we have a website for makeup products that receives a very high number of visits per month but the amount of purchases made on it are very low, it means that something is not going as planned. But with the advent of CRO techniques, this can be solved effectively. The CRO helps you convert.And we are not just talking about selling more. We can find many types of conversions: you can have the objective of selling or you can have the objective of obtaining leads, for example. Conversion Rate Optimization tries to increase the conversion rate, even though the traffic remains the same.

If you are wondering, what is the conversion rate? It is time to talk about it.

The [conversion rate or ratio of a web page](https://www.artmajeur.com/en/damienferg/news/1052579/importance-of-the-cro-in-your-inbound-marketing-projects) is the percentage that we obtain by dividing the number of objectives achieved by the total number of visits to a website. In other words, this is the metric that measures the success of a website.

For example, if this month you have achieved 20 sales through your website and you have had 600 visits, your conversion rate is 3.3%, which will be the result of dividing the 600 visits you have had by the final 20 sales what you got.

Or, for example, imagine that you have a web page that is financed through user subscriptions, and that out of every 300 visits only 3 are subscribed to your web page. This means that your conversion rate is 1%. At this point it is necessary to ask yourself, "What can I do to change my conversion rate? The answer is simple: use CRO techniques to optimize the conversion rate.

## The six steps of the CRO

The CRO, as we have already mentioned, is a strategy that seeks not only to generate more traffic to our website, but also that the visits become clients of our brand and generate a profit for us.

This strategy is based on a process that consists of six phases to be completed successfully.

1. Identify the problem and analyze it: Through an analysis of our website we will know where our conversion rate is. If it is an extremely low rate then we will know that there is a problem and we will have to analyze it in order to solve it. For example, one of the problems may be that our page is left too quickly by users without having made a purchase.
2. Propose a hypothesis: Once we have already identified the problem that is causing us a low conversion rate, we have to hypothesize why our website could be failing and thus change some aspects. For example, if we believe that the problem is that our website is abandoned too early, a hypothesis as to why this happens could be that it is not visually attractive, or that it is not intuitive for the user and causes them to leave it.
3. Check our hypothesis: When we have already raised a possible hypothesis, it is important to carry out tests and tests that allow us to check if it is true or if, however, we are not considering the appropriate hypothesis.
4. Propose solutions: If we have already verified our hypothesis and it turns out to be true, the time has come to propose solutions. If we know what the problem is but we do nothing to repair it, we will not be solving anything. For example, if we already know that our main problem is that our web page is not attractive or intuitive for the user, we can insert some images, changing the design of the landing page.
5. Analyze the result of the solutions: At the point where we have already made the necessary improvements to solve the problem, it is necessary to check if these solutions are working. We will again need to use the necessary tools to calculate our conversion rate and see if it has improved.
6. Implement a system of continuous improvement: Once we have implemented the solution and it has taken effect, for the CRO strategy to be more effective it is advisable not to close the process. That is to say, it is convenient to always have a system that allows us to find problems and put solutions before generating a drop in the sales of our brand again.

## How are a CRO strategy and an Inbound Marketing project related ?

If you have an [Inbound Marketing](https://www.hubspot.com/inbound-marketing) project for your business, you are probably wondering how the CRO strategy can help you and the truth is that it can help you a lot.

The idea of implementing a continuous improvement system as the last phase of our CRO strategy will be very beneficial for our brand since, the important thing is not only to find the problem, put a solution and improve the conversion rate in a timely manner but to make it last. in the time. When we create a system that allows us to find the flaws in our web business and solve them quickly and efficiently, we will progressively improve our profits as well as our brand image.

In addition, when you use the CRO you are giving both your website in particular and your brand in general the opportunity to grow, adapt to new market trends, improve both its content and its design as well as can help us in positioning. SEO .

In short, implementing the CRO in your online business mixed with your inbound marketing project will make your online business improve significantly, as well as the benefits of your company.