While many people focus heavily on customer acquisition, they many not realize that each and every lost customer can negatively impact their company. Globally, the average value of a lost customer is $243—not chump change by any means. In fact, acquiring a new customer is five to 25 times more expensive than retaining an existing one. That’s where conversion rate optimization (CRO) comes in. Every time a person visits your site and takes a specific action you want them to take, that’s a conversion. CRO helps make the most of the traffic you already have.

So while there is value in bringing in fresh customers, it’s a good idea not to focus just on getting new eyeballs to your site. The following infographic breaks down key CRO hacks—from changing your button color to providing social proof—all backed by case studies. Not all of these hacks will work for everyone, but they are a clear indication that even small changes to your site can convert, increase sales, and improve your return on investment.

2015 State of Marketing

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