Conversion Rate Optimisation (CRO) is the process of using analytics and user feedback to improve the performance of your website, increase leads, sales and return on investment without spending money on attracting more visitors. It is used to improve key performance indicators (KPI) that are important to your business, whether that is; acquiring new customers, online registrations, downloads or any desired online goal that ultimately turns passive browsers into valuable customers.
“One accurate measurement is worth more than a thousand expert opinions” – Admiral Grace Hopper
Conversion rate optimisation takes many different forms, based on the KPI you’re trying to improve. This could involve improving signposting, links or call-to-action buttons to make more apparent, improving the page layout or imagery, adjusting the text or simplifying complicated or time-consuming steps from your sales process. All too often users will drop out and exit the site at these points.