What is Conversion Rate Optimisation (CRO)?

What CRO means in plain terms

Conversion Rate Optimisation, usually called CRO, is the process of improving a website or app so more visitors complete a desired action. That action might be a purchase, a contact enquiry, a newsletter signup, or a download. In short, CRO is about getting more value from the visitors you already have.

Why conversion rate optimisation matters to your business

When your site converts better, you get more return from the same traffic. That reduces the cost of acquiring customers and stretches your marketing budget further. Good CRO also improves the user experience. Faster pages, clearer messaging and simpler forms make visitors more likely to trust you and act. These benefits are why CRO is a core part of many marketing strategies.

What a practical CRO process looks like

Start by deciding what a conversion is for your business. Measure how people currently behave on your pages and find the places where they drop out. From there, form hypotheses about what will help and test those ideas. Testing is essential because it turns opinion into evidence. Use A/B tests or multivariate testing to compare changes and only roll out what demonstrably works.

Quick wins you can try first

Use this short list to break up the page and focus action where it usually helps most:

• Make your main benefit clear above the fold.

• Simplify forms so they ask only what you really need.

• Speed up pages and ensure mobile layouts are tidy.

• Add trust signals such as reviews or security badges.

• Make calls to action obvious and consistent.

These moves are often fast to implement and can produce measurable results quickly.

How testing and data work together

CRO relies on data from analytics, session recordings, surveys and tests. The data shows friction and helps you prioritise changes. Even small percentage improvements can add up, so testing should be ongoing rather than a once-only project. Benchmarks vary by industry, but typical average conversion rates often fall in the low single digits, so incremental gains are valuable.

The link with SEO and long term value

SEO attracts relevant visitors to your site. CRO ensures those visitors take action once they arrive. Improving technical factors such as page speed and mobile usability benefits both search rankings and conversion outcomes. Think of SEO and CRO as two sides of one goal: more well qualified visitors who become customers.

How I can help

Conversion Rate Optimisation is a continuous, data-driven process that increases the value of your existing traffic. It lowers acquisition costs, improves user experience, and gives you clearer insights about your customers. If you would like help, I offer CRO audits, A/B test set up, user experience improvements and ongoing optimisation. I can review your site and give practical ideas for quick wins and longer term growth. Get in touch and I will put together a clear plan specific to your business.