Conversion Rate Optimisation

  • Introduction

  • Why is it Important?

  • Strategies to Try

  • Best Practices

  • Conclusion


A conversion is when a visitor takes an action on your website that you want them to take. The action can range from signing up to a newsletter, making a purchase, downloading something or anything else suitable.


Therefore, conversion rate optimisation (CRO) is an approach taken to improve your website and the performance of it


It’s about using these goals you created to determine what you want your visitors to do, what they’re doing and what they’re not doing. From all this data you’ll then be able to see what needs improving to increase conversion rate.

Conversion rate optimisation improves your performance and ensures you get the most out of your website.

Why is it Important?

Helps you understand your customers better

When you’re looking to optimise your conversion rate, you’re going to be doing a lot of research into your target customers; who they are, what they like, what they dislike, what engages them the most and so on. You also will need to monitor your own website data to understand the people you’re already attracting. All this research helps you to understand your customers a lot more than you did previously. The more you know and understand your target audience or potential customers, the more you can cater your approach and strategy towards them.


Gets you more customers

This continues from the above. The more you cater your strategy towards your potential customers, the more customers you’re actually going to acquire. Conversion rate optimisation means you’re bettering the experience your website visitors have and therefore making them feel more obliged to take an action. You have to make sure your website is aimed towards what your prospective customers need.


Increases profits

Conversion rate optimisation provides immediate profits. The profits and money you make don’t go into the profits of any suppliers or advertisers, unless necessary. Conversion rate optimisation is free and allows you to make more money through the fact that you have optimised your website around converting more visitors. You have optimised your website to earn more conversions and hopefully, more money.


Beat competition

Conversion rate optimisation can mean that you have that slight advantage over your competition. This advantage, whether it be your website being more efficient, faster and so on, can be the difference between a purchase from you and a purchase from your competitor. It’s good practice to see what your competitors are doing and see how you can create this slight advantage over them.


Leverages current traffic

The good thing about CRO is that it actually focuses on converting existing visitors into customers; it’s not about driving more traffic to your website, although this can be the case sometimes. CRO exploits the existing interest people have in your business and increases the chance of them converting into customers or getting further down the buyer’s journey.


There are so many other reasons why conversion rate optimisation is important. Simply put, it’s there to improve your performance online and ensures the visitors you get are converted, and more often.



Strategies to Try

Text CTAs in blog posts 

Call to actions are what you want your visitors to follow - you want to entice them with any offers you have and convert them. You want them to take the desired action. It’s good practice to include a text based CTA within your blog posts, simply because people may find your blogs before they even know about your business, and giving them a CTA with somewhere else to go once they’ve finished reading works effectively. It guides people who took an interest in your blog post, back to your website or wherever you want them to be taken (e.g. email, newsletter, sign up form).


Pop ups

Pop ups do not always work. There is the risk that people can be discouraged and deterred; however, it is important to experiment and determine what works, and pop ups may work for you. Pop ups are good places to advertise new offers and exclusives. They’re a great way of capturing people’s interest as they appear directly in front of people as they are browsing, and if the copy is engaging and enticing enough, they will take notice.


A/B test landing pages

Landing pages play a very important role in any website strategy. They give people an entrance to your website, a place to find out about your business. Landing pages are great for creating interest and attracting new people, as well as hopefully converting these people or at least capturing them as potential leads. It’s important to A/B test landing pages as you need to understand what’s most effective and what doesn’t work as well; the only way to do so is to test the pages and use data to understand these factors.


Lead capture forms

Lead capture forms, or pages, are a certain type of landing page that includes a lead capture form. Being quite self explanatory, this form is used to capture leads and collect information surrounding those leads. A well optimised lead capture form or page has the correct balance between asking and rewarding. This means that the reward you’re offering is worthy of the information you’re asking. Lead capture forms or pages work well as you’re giving people something free of charge, with just the request of some simple information that will help you nurture them and guide them down the buyer’s journey.


Improve usability

One simple strategy could be to just improve your site’s navigation and usability. It’s all about making your website easy to use and navigate around. This is especially important for an e-commerce website as you need to make sure it is easy for visitors to purchase from you if they wish to. The easier it is to navigate around your website and find the information they want, the more chance you have of increasing conversions due to the positive experience people have.



Best Practices

Contrasting colours

A large majority of the time, businesses creating websites feel that everything has to match with a certain colour scheme. Whilst this is somewhat true, you must also make things like call to action buttons stand out. The best way to do this is to experiment with different colours. Different colours contrast from the rest of the colour scheme and show the importance of said buttons. It grabs people’s attention due to the differentiation between the rest of the site and the button, enticing people in to see what the button is for.


Test call to actions

Continuing on from the previous, it’s extremely important to test and experiment with the text on your call to action buttons. You need to understand what text works best for enticing people and getting more clicks. Experiment with different statements and variants of your call to action buttons until you can determine what language works the most effectively.


Clear titles and headlines

Titles and headlines are the first things people are going to take interest in. They’re what people will read first to decide whether they want to continue reading, so you need to optimise it. Optimise it by making it clear, concise, understandable and enticing. Experiment with language, tone and voice to determine what works most effectively in capturing people’s attention.


Create urgency

Creating a sense of urgency makes people feel that they need to take action now to make sure they don’t miss out on what you’re offering them. People don’t like missing out on things and want to get what they can, while they can. Make your offer to them something they don’t want to miss out on, and make it for a limited time. This limited time gives them an incentive to take action almost immediately.


Relevant imagery

Relevant and attractive imagery is always necessary and important. Imagery that is relevant to your business and your industry will grab people’s attention immediately and allow them to understand your particular business further. Effective and relevant imagery can actually push visitors towards conversion.




Discussed within this guide are only the basics of conversion rate optimisation. There are many other, more advanced elements that businesses can look into if they wish to, but the basics are a great way to start and come to grips with CRO. 


CRO is there to help improve your customer growth and keep a steady conversion rate going


It’s all about making offers and adding value to people’s lives and making a conversion worth it. The more worthy your value and offer is, the more chance you have of people converting. You must experiment with different offers and forms and understand what works best. Define goals and determine what is helping you progress towards those goals. 

Not all businesses will consider optimising their websites for conversions, but at certain points of a businesses lifespan, conversion rate optimisation should be considered due to its benefits. The more optimised your site is for conversions, the more conversions and leads you’re going to acquire.