What is conversion rate optimisation?

If you've ever wondered why your website traffic isn’t quite turning into the enquiries or sales you were hoping for, you're not alone. Conversion rate optimisation (CRO) is all about understanding how people use your site and making small, smart changes that encourage more of them to take action. 

Whether that’s buying a product, signing up for your newsletter or making an enquiry, CRO helps you get more from the traffic you already have. You have worked hard to drive people to your website; it makes sense to look at how you can encourage them to take that next step. 

It’s not a quick fix, and there isn’t a one size fits all solution, although you can certainly learn from what others do well, or not so well. Done well, CRO is an ongoing process of learning, testing and iteration. And the best part? Small changes can really make a big difference.
 

Why is conversion rate optimisation important?

Bringing people to your website is only the first step. If they’re not converting, you could be missing out on valuable opportunities. CRO helps you turn more of your visitors into customers, clients or leads without increasing your marketing spend. It's one of the most cost-effective ways to grow your business online. It also improves your overall marketing value. If you can increase your conversion rate, your marketing will be delivering even better ROI, without adjusting your media spend. 
 

Our approach to CRO

We’ve worked on CRO for businesses of all sizes, and while every project is different, our process always starts with listening and learning. We take the time to understand your goals, your audience and what might be getting in the way of better results.

Here’s how we typically work:

• Defining your goals and gathering insight
  Every project begins with a discovery session. We talk through your objectives and review any feedback you've already received from your customers. Then we match that with the data we can see in your analytics and any additional tools we recommend adding, like heatmaps or screen recordings. This gives us a complete picture of what’s happening on your site.
• Analysing user behaviour and identifying barriers
  With your goals in mind, we dive into the data to understand how visitors are using your site. We look for things that might be getting in the way of conversions, whether that’s a confusing checkout, unclear content or a tricky navigation. We then create a list of hypotheses and ideas to test, each based on real evidence.
• Making improvements to design, UX and content 
  Once we know what changes could help, we start to implement them. This might include design tweaks, content updates or improvements to how your site functions. We focus on small, manageable changes that can be tested and refined. We also make sure everything fits your brand and looks the way you want it to.
• ​​Testing and continuous iteration 
  CRO is not a one-off project, it works best when it’s ongoing. We put tracking in place to see what impact our changes have, and we use A/B or multivariate testing where appropriate. We review the results, learn from them and then move on to the next round of improvements.
   

Conversion rate optimisation as a long-term strategy

The beauty of CRO is that it builds over time. As you learn more about your users and refine your site based on their behaviour, your conversion rate improves and so does your bottom line. It’s a smart, sustainable way to grow the online part of your business.
 

Ready to improve your website’s performance?

If you want to make your website work harder for your business, CRO is a great place to start. At webdna, we blend creativity with data to help you create an online experience that not only looks good but gets results too. We’d love to help you take the next step.