What is conversion rate optimisation and why do you need it?

In a nutshell, conversion rate optimisation (CRO) is a process applied to your website so that it works smarter. That means persuading users to take the action that you want them to, whether that’s clicking a video, subscribing to marketing emails, giving feedback or filling in forms, or importantly, making a purchase and then, even more importantly, making repeat purchases and becoming a loyal customer.

Getting high volumes of traffic to your website is one thing, but getting a significant percentage of those users to convert is the challenge.

CRO is done by tuning user interface (UI) elements to reduce friction and by nurturing customer relationships in order to increase the rate that they take the actions that you have set as goals. CRO is calculated by dividing the number of conversions on a webpage or for a UI element by the number of visitors to that page or users who interact with the UI element being tested.

There are many things that you can do to increase your website’s CRO at every stage in the user journey, from a user first landing on your website through to them making a purchase. And then when your user becomes a customer there’s more to be done to encourage repeat business, ultimately inspire continuing brand loyalty.

CRO often presents missed opportunities for marketing teams. The potential impact of well-planned and well executed CRO strategy can have a significant impact on your bottom line.

Here are some CRO ideas that are often overlooked.

Discover how to increase conversion rates for your website

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