Ensure your online business converts more visitors.

What is conversion rate optimisation?

Conversion rate optimisation (CRO) is the practice of testing and updating elements of your website to maximise the percentage of website visitors who take actions that lead to them becoming customers. CRO services help you leverage website traffic to impact your company's bottom line positively.

Conversion rate optimisation is more about psychology than technology. Whilst is may sound a bit cynical, people using the internet rarely stumble across a website without actively searching for something. If you have what people are looking for, it's your job to help them find it. The problem is most websites are so ill conceived and poorly constructed that they're often too representative of what their owners want them to read, rather than what the visitor is looking to read.

Conversion rate optimisation is ensuring that your website is ready for that such visitor. People do not read on the internet, they scan. People read headlines, images and bullet points. Depending on the personality type of your visitor, you have between two and either seconds to convince them to stay on your website. Searchers click in, take a quick peak, and click out. This is the reality of business that is conducted on the internet.

Your landing pages are where visitors arrive after clicking on an email link, a search engine results, a banner ad, a PPC ad, or following an offline advertisement like a newspaper, billboard, or TV/radio broadcast.

Conversion rate optimisation is the objective to convert the presumably interested consumer into an actual customer by influencing them to take a specific action. That action might be downloading a white-paper in exchange for contact information, to influence them to spread the word virally, to have them pick up the telephone and contact you or the ultimate objective – to make an online purchase.

Why is conversion rate optimisation so important?

Every website has a unique set of goals. An industrial website generates leads, an e-commerce store sells products; a blog converts visitors to subscribers.

Unfortunately, many site owners do not pay as much attention as they should to how well they are reaching those goals. Many marketers measure success in terms of traffic and rankings instead of conversions. However, these ‘vanity metrics’ look good on paper but do not bring actual sales results. It is nice to report having a certain number of monthly visitors. Nevertheless, what would you prefer: 100,000 website visitors per month and €5,000 in sales, or 1,000 site visits per month and €10,000 in sales?

For most marketers, that is an easy question to answer, but achieving that number requires maximising conversions — and measuring the right conversion rate metrics. If you are unfamiliar with the term, a conversion is any action that moves a site visitor towards becoming a customer. Conversion rate is the percentage of visitors who convert into sales or leads.

So if your company overlooks conversion rate optimisation, they are losing out on the potential to make the most of your website as a marketing and sales tool. It is easy to obsess over measuring metrics like traffic and rankings, partly because digital marketing is highly data-driven. Nevertheless, monitoring and improving your conversion rate is more effective for driving the metrics that matter, like sales and revenue.

That is why conversion rate optimisation, or CRO, has become so vital — it gives businesses the power to identify what is not working, why, and how to remedy it. Your entire sales process, from generating interest to convincing potential customers they need your product or service to finally closing the sale, is known as the sales funnel. And identifying 'leaks' in this funnel can severely impact your site's performance.

Our conversion analysis process will identify weak points within your sales funnel. Maybe the landing pages need to be redesigned, or perhaps new sales copy is required on the call-to-action (CTA) buttons. Alternatively, maybe it is something less noticeable, and a brand needs to present a better representation of its products.

It could be any number of items, and our role is to identify and remedy them.