Conversion Rate
Optimisation Agency

Conversion rate optimisation (CRO) is a digital marketing tactic aimed at increasing the percentage of website visitors who become leads and customers.

CRO involves using data analytics, customer behaviour, web design and content to analyse the customer experience of a web or landing page, as well as reviewing the full customer journey on a website, and making improvements to increase the number of conversions.

Yes, CRO is key because it helps turn more visitors into customers without increasing your advertising spend. It focuses on making the most of your existing traffic.

This will depend on the nature of the tests and experiments you’re running as part of your CRO work.

It’s also dictated by the number of visitors you get to your site to build up a reliable sample to make decisions. Some CRO tests can take a couple of days if your site is generating high volumes of traffic.

For low-traffic websites, tests could take weeks or even a few months to deliver meaningful data. For low-traffic sites, combining CRO with other digital marketing tactics that generate more traffic can be beneficial and speed up the testing process.

User experience is an important ranking factor for SEO, so yes, CRO can have a positive impact on your SEO campaigns because it’s designed to find the problems with the experience users get on your site, so they can be improved.

Some clients are concerned that CRO can negatively impact SEO because of changes made to pages during tests, but there’s no danger of damaging your organic rankings by conducting CRO experiments like A/B testing pages.

Conversion rate optimisation works by taking a website or landing page, creating an A and B version, and changing elements of it to test if it will increase conversions.

For example, you could change the colour of CTA buttons on one page, change CTAs, change the position of forms on pages, or even test different content, messages or images.

You’d then monitor if the changed elements on the B page increase, decrease or fail to impact conversions. If the change increases conversions, you can then roll the change out across your site.

We’d recommend making one change at a time if you’re conducting A/B tests, this way, it’s clear what change has had an impact. If you changed 5 things on a page and the conversion rate increased, you’d have no way of knowing which element had the biggest impact.