website design

What Is Conversion Rate Optimisation?

Conversion rate optimisation is not always an overnight fix, it can take some real trial and error and in-depth research to figure out your business’ perfect CRO strategy. 

The Definition Of CRO

Conversion rate optimisation, or CRO, as we will so creatively refer to it in this article, is the process of improving your website processes and user experience in order to generate a high percentage of conversions per visitor. For example, if every person who visited was to purchase from your e-commerce site, you would have a 100% conversion rate. Of course, these rates are unheard of.

While most digital marketing activities focus on getting traffic to your website, conversion rate optimisation looks at what to do with their users once they have arrived and squeeze every last drop from existing traffic.

Each website may have a different conversion action, whether it be a purchase, a download, or a completed lead form. And your website may have more than one conversion to track, so defining what your business classes to be a converted visitor is vital to getting CRO right.

What Is A Good Conversion Rate?

The average conversion rate is set at around 2% – 3%, however, a good conversion rate is said to be upwards of 5%. Of course, every website is different and your unique customer experience must be taken into account.

Why should your business implement CRO techniques?

Increase potential

Each visitor that users your website has a certain level of potential to convert. For example, running a dedicated advertising campaign on your new product by targeting a specific audience means that you expect a reasonable percentage of that audience to purchase your new product.

However, conversion rate optimisation aims to increase their converting potential, perhaps by streamlining the checkout process, encouraging sign up to a mailing list, or referring a friend with a unique discount code. The opportunities are endless.

Decrease CPA

What’s more, while you can increase revenue and potential from each consumer, employing CRO activities can decrease your cost per acquisition. The easier your website is to convert on, the higher your conversion rate percentage will be, assuming you are targeting the correct audiences, that is. Simplify your lead process, make your checkout experience super quick and keep landing pages to the point.

Customer insights

Knowing who your customers are, what marketing activities attract them and which consumers are most likely to convert is essential to increasing your conversion rate.

With A/B split testing on landing pages or informational content, your business is able to see which variant is more likely to convert. From this, it becomes much easier to generate content that will attract website visitors and develop detailed buyer personas.

CRO Strategy Top Tips

Now that we understand what CRO is and why it’s so important for your organisation, we can begin to implement some best practice techniques. Speed up your site

It’s all very well and good getting clicks to your site, but if your webpage is slow to load, it could cost you your customers. If a potential customer bounces, it is unlikely that they’ll respond to remarketing tactics, so you really do only get one chance to make a first impression.

Find out more about site speed here and how to improve it.

Dedicated landing page

These are a great way to increase your conversion rate. If you’re running a promotion on a specific service, you would fair better if you drove people to your informational page regarding that service, instead of your homepage. 

Landing pages serve a great purpose of focusing attention towards a specific action and are a brilliant way to showcase promotions, discounts and limited-time offers to encourage conversions. In addition, information pages are more likely to rank for relevant keywords on search engine results pages, ensuring traffic from organic means is from motivated markets.

CTA placements

Adding a call to action to your webpage is standard practice for any website design, but where you add these texts can increase your conversion rate.

You may have long-form content on landing and informational pages and rightly so, as lengthy pieces of copy tend to rank better on the SERPs. However, most users will not read whole pages word for word, so adding your CTAs to the top of landing pages can increase the volume of visitors you’re able to convert and reduce the time it takes them to do so, it’s a win, win!

Experiment with your call to action placements with the multi-variant testing we mentioned above and see what works best where. Don’t forget to record, analyse and evaluate each split test.


Conversion rate optimisation is not always an overnight fix, it can take some real trial and error and in-depth research to figure out your business’ perfect CRO strategy. However, with years of experience in the field, we can give you industry-leading insights into improvements that you can make to your website straight away and get converting those target audiences faster.

Talk to one of our expert team today for more information on how we can help your business.

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