Conversion Rate Optimisation (CRO)
TL;DR
The systematic process of increasing the percentage of website visitors who take a desired action — sign up, purchase, book, or enquire.
Conversion Rate Optimisation (CRO) is the discipline of systematically improving a website or landing page to increase the proportion of visitors who complete a defined goal — such as making a purchase, submitting an enquiry, signing up for a newsletter, or booking a consultation.
Conversion rate is calculated as: (Conversions ÷ Visitors) × 100. Even small improvements in conversion rate compound significantly: moving from 2% to 3% means 50% more revenue from the same traffic — no additional ad spend required.
CRO methodology involves: defining conversion goals in GA4, identifying friction points using heatmaps (Hotjar, Microsoft Clarity) and session recordings, forming hypotheses, and running A/B tests (or multivariate tests) using tools like Google Optimize or VWO. Common CRO wins include: clearer CTAs, reduced form fields, trust signals (testimonials, security badges), faster page load times, and mobile UX improvements.
Examples in Practice
Changing a CTA button from 'Submit' to 'Get My Free Quote' can increase conversions by 15–40%. Reducing form fields from 8 to 4 typically doubles form completions.