Conversion Rate Optimisation (CRO) is the process of improving a website or digital experience to increase the percentage of users who complete a desired action. This action could be anything from making a purchase or filling out a contact form to subscribing to a newsletter or downloading a resource.
Rather than simply driving more traffic, CRO focuses on making the most of the traffic you already have. It’s about removing friction, understanding user behaviour, and designing with intention.
By improving conversion rates, you generate more value from your current audience without increasing your ad spend or acquisition costs. This makes CRO one of the most cost-effective growth levers.
CRO relies on testing and data. Instead of guessing what might work, you can make confident decisions based on real user behaviour and performance metrics.
The CRO process starts with deep analysis. This includes reviewing user behaviour through tools like heatmaps, scroll tracking, session recordings, and analytics platforms. It also involves identifying drop-off points, bottlenecks, and underperforming pages.
Based on insights gathered, you formulate hypotheses. For example: “If we shorten the checkout form, more users will complete their purchase.” These are grounded in evidence and focused on specific improvements.
Using tools like Google Optimize, VWO, or Optimizely, you run A/B or multivariate tests to compare different versions of a page or element. The goal is to determine what changes actually move the needle on conversions.
Winning variations are rolled out, and the process continues. CRO is not a one-time fix, but an ongoing cycle of learning, testing, and refining.
Landing pages and hero sections
Forms (length, clarity, field order)
Calls to action (wording, placement, style)
Navigation and user flows
Product pages and checkout processes
Trust signals like reviews, guarantees, or certifications
Mobile responsiveness and page speed
Always test, never assume: What works for one business might not work for another. Let the data guide your decisions.
Segment your audiences: Different users behave differently. CRO is most effective when tailored to specific segments based on behaviour, device, or source.
Focus on micro and macro conversions: While sales are the end goal, smaller actions (like newsletter signups or free trial requests) often serve as key stepping stones.
Conversion rate optimisation is about making your digital presence work harder and smarter. It’s where psychology, design, and data meet to deliver better results – for both the business and the user.
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