Glossary

Conversion rate optimisation (CRO)

Conversion rate optimisation, often shortened to CRO, is the process of improving a website, landing page, or marketing campaign to increase the percentage of visitors who take a desired action.

The goal is to make it easier and more appealing for people to complete actions such as making a purchase, signing up for a newsletter, or submitting a contact form.

Rather than focusing only on increasing traffic, CRO focuses on improving the results from existing visitors.

Why conversion rate optimisation matters

Driving traffic to a website often requires time, effort, and advertising spend. If visitors arrive but do not take action, much of that effort is wasted.

Conversion rate optimisation helps businesses:

Get more value from existing traffic
Improve marketing efficiency
Increase leads or sales without increasing ad spend
Identify barriers that prevent users from taking action

Small improvements in conversion rates can lead to significant gains in overall performance.

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How conversion rate optimisation works

CRO usually involves analysing user behaviour, identifying friction points, and testing improvements.

The process often includes:

Reviewing analytics data
Studying how visitors interact with pages
Identifying areas where users drop off
Testing new designs or messaging

These changes are usually tested through experiments rather than assumptions.

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Common CRO techniques

Businesses often test several elements to improve conversion rates.

A/B testing
Comparing two versions of a page or element to see which performs better.

Improving page clarity
Making messaging clearer so visitors quickly understand the value.

Simplifying forms
Reducing the number of fields or steps required to complete an action.

Improving trust signals
Adding reviews, testimonials, or security indicators.

Optimising calls to action
Making buttons or prompts more visible and persuasive.

These adjustments can remove obstacles that prevent visitors from converting.

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CRO and user experience

Conversion optimisation is closely connected to user experience. If a website is difficult to navigate or slow to load, visitors are less likely to take action.

Improving usability often improves conversion rates as well.

Clear navigation, fast performance, and intuitive design all contribute to better outcomes.

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CRO in digital marketing

Conversion rate optimisation is used across many marketing channels, including websites, landing pages, and advertising campaigns.

By continuously testing and refining digital experiences, businesses can improve performance and make their marketing efforts more effective over time.