Conversion Rate Optimisation in a Nutshell

What is Conversion Rate Optimisation (CRO)?

Conversion rate optimisation, or CRO, is the process of increasing the percentage of website visitors who complete a specific goal. It’s about persuading more of your visitors to take the desired action, thereby improving your conversions. After all the marketing efforts to drive traffic to your site, CRO is the final piece that ensures those efforts pay off. Think of your website as a live concert; after promoting and selling tickets, CRO ensures your audience has an exceptional experience and wants to come back for the next gig. CRO rocks!

The Importance of CRO

Marketing teams typically focus on driving traffic to websites, hoping that this traffic will convert and achieve business goals. But what about the existing traffic? That’s where CRO comes in. By optimising your conversions, you’ll gain a better understanding of your audience and enhance your website’s user experience.

What is a Conversion?

In marketing, a conversion is when a visitor completes a desired goal on your website. These goals can vary by industry but generally include actions like:

• Completing a purchase (eCommerce)
• Visiting specific pages
• Clicking on a button
• Signing up for an email newsletter
• Filling out a contact form
• Scheduling a demo
• Starting a free trial
• Sharing on social media
• How to Calculate Conversion Rate

Conversion rate is the percentage of visitors who complete a desired action on your website. This desired action brings value and fulfils the website’s goal. To calculate the conversion rate:

For example, if 5,000 visitors reached the basket page and 250 completed a purchase, your conversion rate would be:

All website elements—design, copy, and usability—must work together to encourage this action and improve the user experience.

What is a Good Conversion Rate?

A good conversion rate is simply one that’s better than before. Various factors influence conversion rates, including traffic volume, industry, business offers, and the type of conversion being tracked.

Size Matters: The sample size is crucial. Low conversion volumes can distort the perceived conversion rate, creating unrealistic expectations. Accurate results require a significant sample size and adequate time (weeks rather than days).