Conversion Rate Optimisation

Definition

Conversion Rate Optimisation, often called CRO, is the practice of improving a website or digital experience to increase the percentage of visitors who complete a desired action. These actions may include making a purchase, filling out a form, subscribing to a newsletter, or downloading content.

For example, an e-commerce store may improve its checkout process to reduce cart abandonment and increase conversions.

Advanced

CRO combines user experience design, behavioural analytics, and testing methodologies to identify friction points and improve performance. Techniques include A/B testing, multivariate testing, heatmaps, and session recordings.

Advanced CRO strategies use segmentation, personalisation, and predictive analytics to tailor experiences for specific audiences. Integration with marketing automation, CRM systems, and product analytics ensures that conversion improvements are aligned with business goals. Continuous testing and data driven insights help sustain long term growth.

Why it matters

• Increases return on existing traffic without higher ad spend.
• Improves customer experience and reduces friction.
• Supports better decision making with measurable results.
• Enhances revenue growth by optimising sales funnels.

Use cases

• Testing landing page layouts and headlines.
• Streamlining checkout flows in e commerce stores.
• Personalising offers based on user behaviour.
• Improving mobile usability for higher conversions.

Metrics

• Conversion rate across campaigns or pages.
• Bounce rate and time on site.
• Cost per conversion compared to benchmarks.
• Revenue uplift from CRO initiatives.

Issues

• Misinterpreting test results leading to poor decisions.
• Over testing minor elements without strategic impact.
• Resistance from stakeholders to implement changes.
• Limited statistical significance with small sample sizes.

Example

A SaaS company tests two different signup flows for free trials. The simplified version reduces form fields and increases the conversion rate by 25 percent, improving lead acquisition.