What is Conversion Rate Optimisation & Why Should You Do It?



Published on 14th April 2016


Conversion Rate Optimisation (CRO) is a popular digital tool intended to convert more passive website visitors into active users that engage with your content or purchase your products.

So what is Conversion Rate Optimisation all about?

Conversion Rate Optimisation is a way of using user feedback and analytics to your advantage. It can help to improve the performance of your website. CRO can be applied in order to improve website metrics often referred to as key performance indicators (KPIs). It also helps with customer acquisition, new registrations, downloads and so on.

Pretty neat huh? But it doesn’t stop here. CRO is also another way of increasing the number of passive site viewers to active visitors.

At its core, CRO includes figuring out what it really is that your users are looking for when landing on your site and being in a position to deliver it to them.

What does Conversion Rate Optimisation look like?

CRO takes many fantastic forms based on the metric trying to boost. At times it might be making your call-to-action (CTA) more visible or apparent by placing it on a page that receives more traffic (eg: the homepage)

Other times you might want to declutter and remove or relocate any complicated or time-consuming steps from your conversion funnel. Nobody wants to fill out a ten-page form. This added friction would only deter your conversion rates.

Is it for me?

Well, there are a number of reasons that come to mind. Firstly, you are currently paying for site traffic right now in one way or other, and a high conversion would imply a high return on investment (ROI). It’s also significantly more cost effective to convert your current visitors than to engage and attract brand new ones. Apart from boosting your ROI, CRO keeps users engaged for longer by giving them what they want before they lose concentration.

In a nutshell; higher conversion rates will give you a higher ROI. It’s more cost effective to address current visitors than to attract new ones, the interactivity and ease-of-use will significantly improve user experience.

Theres always room for improvement

No matter how updated and well-designed your site is, and how many visitors you’ve already got converting on a daily basis, it’s almost always likely that things could be just a little bit better. By continually reviewing your conversion processes you are able to ensure your visitors a superior user experience that will in turn leads to better results for you.

Reach out to our team to discuss how we can help!