What is CRO, and why is it important?

In a nutshell, Conversion Rate Optimisation (CRO) is the process of optimising a website to increase the percentage of visitors who take a desired action. Like clicking ‘add to cart’ or filling out a form.

Our digital team is often asked the same question, ‘Our website is getting lots of traffic, but why aren’t we getting the conversions?’

The simple answer is twofold, either you’re not getting the right traffic (e.g., users with low intent to buy), or your site has a poor user experience.

So, what are the benefits of investing in CRO?

• A greater understanding of your customers - what motivates them to act
• Improved competitive advantage – by making your website better than your competitors
• Lower acquisition costs – if you’re investing in driving new traffic to your site, CRO will help you maximise value from advertising spending and social media, by helping to convert traffic into customers

How do you optimise your conversion rate?

Many techniques can be adopted, depending on what the specific challenges are. Our digital team always starts by building an understanding of your conversion goals and target audience, then we conduct an initial web audit to find out how users interact with your site.

Some CRO techniques that we find make a big difference are:

• Ensuring every web page features a singular, prominent call to action.
• Clearly articulating the purpose of every page above the fold (scroll-point)
• Maintaining a straightforward and user-friendly page structure.
• Conduct routine A/B testing to validate the contribution of each site component to conversions.

There are many other techniques to try, and just like any other digital marketing tactic, a bit of trial and error is key to getting the results.

If you have tried these techniques already and are still stuck, or you are a beginner to CRO, our digital team can help.