Home / Glossary / What is conversion rate optimisation (CRO)?

What is conversion rate optimisation (CRO)?

Article originally published in June 2023 by Stuart Brameld. Most recent update in June 2023.

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Definition of conversion rate optimisation (CRO)

Conversion rate optimisation (CRO) is a data-driven marketing strategy that focuses on enhancing the effectiveness of a website or digital platform to increase the percentage of visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. By analysing user behaviour, conducting A/B testing, and making data-informed adjustments to various elements of the website, such as layout, design, and content, marketers can improve the overall user experience and ultimately boost conversion rates. CRO is an essential practice for businesses looking to maximize their online presence and achieve a higher return on investment (ROI) from their digital marketing efforts.

An example of conversion rate optimisation (CRO)

Here is an example of how it works:

Growth Method, a SaaS company offering marketing automation tools, noticed that their website visitors were not converting into paying customers at a desirable rate. To improve their conversion rate, they decided to implement the following CRO strategies:

1. A/B Testing: Growth Method tested two different landing page designs, one with a video explaining their product and another with a simple, text-based explanation. They found that the video-based landing page increased sign-ups by 25%.

2. Streamlining the Sign-Up Process: Growth Method reduced the number of steps required to sign up for their service, making it easier for potential customers to get started. This resulted in a 15% increase in sign-ups.

3. Offering a Free Trial: Growth Method introduced a 14-day free trial, allowing potential customers to test their product before committing to a paid plan. This led to a 30% increase in conversions.

4. Personalised Content: Growth Method used website visitor data to display personalised content based on the visitor’s industry and company size. This made their product more relevant to potential customers, resulting in a 20% increase in conversions.

5. Social Proof: Growth Method added testimonials and case studies from satisfied customers to their website, showcasing the success of their product. This increased trust in their brand and led to a 10% increase in conversions.

By implementing these CRO strategies, Growth Method was able to significantly increase their conversion rate, resulting in more paying customers and higher revenue.

How does conversion rate optimisation (CRO) work?

Conversion rate optimisation (CRO) works by systematically testing and improving various elements of a website or marketing campaign to increase the percentage of visitors who complete a desired action, such as making a purchase or signing up for a newsletter. Marketers use data-driven insights, user feedback, and A/B testing to identify areas of improvement and implement changes that enhance the user experience, streamline the conversion funnel, and ultimately boost the overall conversion rate. By continually refining and optimising their strategies, marketers can maximise the return on investment (ROI) of their marketing efforts and drive sustainable business growth.

Expert opinions and perspectives

Here are how some of the world’s best marketing and growth professionals think about conversion rate optimisation (CRO).

  • “Conversion rate optimisation is not about one page, one form, or one shopping cart. It’s about one person – your customer.” – Bryan Eisenberg, Co-founder of BuyerLegends and CRO expert
  • “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” – Jeff Eisenberg, Internet Marketing Strategist and CRO expert
  • “Never stop testing, and your advertising will never stop improving.” – David Ogilvy, Founder of Ogilvy & Mather and Advertising Legend

Questions to ask yourself

As a modern growth marketing or agile marketing professional, ask yourself the following questions with regard to conversion rate optimisation (CRO):

  1. What are the key performance indicators (KPIs) that I need to track and improve to boost my conversion rates?
  2. How can I better understand my target audience’s needs, preferences, and pain points to create more effective marketing campaigns and landing pages?
  3. What are the most impactful A/B tests I can run to identify the best-performing elements and strategies for my website and marketing campaigns?
  4. How can I leverage data and analytics to continuously optimize my marketing efforts and make data-driven decisions for CRO?
  5. What tools and technologies can I use to streamline my CRO efforts and maximize the efficiency of my marketing campaigns?

Additional reading

Here are some related articles and further reading around conversion rate optimisation (CRO) that you may find helpful.

  1. Moz Blog: Conversion Rate Optimization
  2. ConversionXL Blog
  3. Optimizely: Conversion Rate Optimization
  4. Crazy Egg: Conversion Rate Optimization

See how this topic is trending on Google Trends here: https://trends.google.com/trends/explore?date=all&q=conversion%20rate%20optimisation

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