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. One essential technique for increasing conversions through copywriting is explored in our guide to conversion copywriting. For a deeper look at why a small number of tests drive the majority of CRO results, see The CRO Power Law: Why 80% of Wins Come From 20% of Tests.
An example of conversion rate optimisation (CRO)
Here is an example of how it works:
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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).
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“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
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“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
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“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):
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What are the key performance indicators (KPIs) that I need to track and improve to boost my conversion rates?
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How can I better understand my target audience’s needs, preferences, and pain points to create more effective marketing campaigns and landing pages?
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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?
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How can I leverage data and analytics to continuously optimize my marketing efforts and make data-driven decisions for CRO?
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What tools and technologies can I use to streamline my CRO efforts and maximize the efficiency of my marketing campaigns?