CRO offers excellent ROI. There is a trend in digital marketing today to spend lots of time and money, concentrating solely on attracting visitors to a website. But if those visitors arrive, browse for a minute and then leave much of that time, money and effort are wasted.

If you are getting good traffic to your site but you are not meeting your conversion goals more traffic generation is no longer the answer, optimizing your conversion funnel is.

They are different concepts, so one is not better than the other, but they are used in different situations. If yours is a brand new site, or your conversion rate is meagre, then multivariate testing may be the best way to go. They offer an advantage in that a full website redesign for a newer, less established brand may result in the drastically increased conversions needed faster. With fewer traffic issues, the longer A/B testing process is often more efficient for a more established site.

Most websites have almost countless elements that could, in theory, be A/B tested to increase conversions potentially. But testing every button, every image, every text path is not needed. The best way to determine what to test is to analyse traffic data and determine where the biggest opportunities for change might lie, and then plan to test there.

If you want the textbook definition, opinion actually varies widely and can be anywhere from 4-20%. But a better answer is that a good conversion rate is higher than the one you have now because any business aims to improve continually. A good conversion rate all depends on what you are measuring and your industry type. For example, if you are doing an email opt in campaign, a rate of 5-15% may be average but 20-25% starts to be able to be more successful. For some apparel niches, a rate of 2-5% is the industry average. For this reason, it is best to consult a CRO expert in order to see what you may have to do to improve.