ORM is the acronym for Online Reputation Management and it revolves around understanding or influencing the reputation of either an individual or a business establishment across the virtual domain of the internet. This aspect has existed since the historic times. In fact, before the advent of the ongoing digital age, it was popularly known as Public Relations (PR). Gradually, with the unprecedented popularity of the internet and the social media, the aspect has been rechristened as Online Reputation Management.

Common strategies in ORM include

  • Creating and promoting positive contents
  • Involvement across the popular online forums, (including blog forums and social media platforms, etc)
  • Building and nurturing online social profiles

However, being mentioned on the social media is a severe threat to reputation, for both a business and an individual, provided there is an adverse comment. Interestingly, there are ample benefits that come in handy if such negative remarks and observations can be reversed through effective online reputation managing strategies.

However, some sections of this aspect are ethically grey areas, which include

  • Censoring negative comments and
  • Applying SEO strategies to force negative comments slide down the SERP listing, etc.

Interestingly, there is also an ethical aspect of ORM. This include,

  • Asking for customer feedback
  • Prompt responding to customer query or complain and
  • Asking websites to replace wrong and misguided information, etc.

Conversion Rate Optimisation

Conversion Rate Optimisation (CRO), also known as Conversion Optimisation, which is a popular strategy in internet marketing. In simple words, it is a method that creates an experience for either a website or a landing page with the aim to convert substantial number of visitors of the website into its customers.

Tracing the origin

Till the mid 1990s, the concept of CRO was a distant imagination. However, in late 1990s and early 2000s, there was a pressing need, across the domain of ecommerce for lead generation. This necessity guided to experimenting with a website’s designing, to improve the conversion rate, which eventually contributed to the concept or, the strategy of CRO.


In other words, the aspect of CRO is involved with using analytics and other user feedback to enhance performance of a website. It is effective in improving any metric on a given web portal, which is crucial for business growth. These metrics are often termed as KPIs (Key Performance Indicator). These KPIs are the most significant contributors that convert a passive website visitor into a customer.

Therefore, CRO strategies focus upon those particular aspects that online visitors are looking for. It is based mostly on KPIs. In fact, a particular KPI that one is trying to change defines much of the aspect of CRO at that instant.


As such, it serves with several advantages.

  • It is better and more cost-effective to convert higher percentage of already existing visitors into customers than, to attract more customers.
  • Thus, higher conversion rate is always equivalent to better Return on Investment (ROI).
  • CRO also addresses to the challenge of limited patience of average visitors to some extent.

What CRO is NOT

It does no good to a business if only the volume of visitors to its website increases sufficiently. It is rather more meaningful to get the variety of visitors who are looking for the kind of product or the service that the business deals with. Therefore, CRO, by all means is NOT

  • Based on hunches and speculation
  • Just following the ongoing trend

Few significant jargons

CTA (Call to Action) – This could either be a hyperlink, a button or any other user interface element that asks users to take action that eventually, turns into conversion.


  • “Sign Up” button on email registration page
  • “Download now” button on the landing page of a mobile app and
  • “Buy now” button on Amazon.com, etc.

Conversion Funnel – This defines the primary flow of the user experience that helps online visitors complete a conversion.


  • A typical Conversion Funnel on amazon.com is

Home>Search Results page> Product page>Checkout

A/B Testing or Split Testing – It is the process by which one version of a webpage or, user interface element is tested against another version of the same. In this aspect, only one element is tested at a time. For example, effectiveness of a blue button is tested against that of a red one.

MVT (Multivariate Testing) – This involves testing of multiple variations of several pages in different combinations to determine the best combination set. It may include various combinations of pictures and call to action buttons, etc.

Conversion Rate – Dividing the total number of conversions by the number of visitors to a website.

  • CR =  Conversions÷Visitors

As such, ORM and CRO both facilitate bringing in more customers to a website, thus catering to higher volume of online sale. While ORM mainly focuses on engaging customers into healthy interaction, CRO helps bringing in potential buyers to a website and eventually, attempts to convert them into loyal customers.