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Performance & Measurement
4 min read
Conversion rate optimisation, or CRO, is the practice of increasing the share of visitors who take a desired action — buy, sign up, book — rather than simply buying more traffic. It is the discipline of making the traffic you already pay for work harder, usually through testing and steady refinement.
Measure the baseline. Know your current conversion rate and where people drop off.
Form a hypothesis. Decide what change might lift it, and why.
Test it. Run an A/B test so a real result, not a hunch, decides.
Roll out and repeat. Ship the winner and move to the next bottleneck.
Landing pages. Layout, headline, speed and clarity of the offer.
Forms. Fewer fields and less friction to complete.
Calls to action. Wording, placement and prominence of the ask.
Trust signals. Reviews, guarantees and proof placed where doubt lives.
Cheaper growth. More conversions from the same spend lowers cost per result.
It compounds with ads. A better page lifts every campaign that points at it.
It fuels bidding. Higher conversion rates give automated bidding more to work with.
Traffic needs. Reliable tests need enough visitors and time.
Local maxima. Endless small tweaks can miss a bigger redesign.
Segment differences. What lifts one audience can hurt another.
Beyond the page. Offer and product quality cap what CRO can do.
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