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What is Conversion Rate Optimisation (CRO)?

As a business owner, how do you differentiate the number of visitors to your site, compared to those going through taking the desired action?

Whether that be buying a product or inquiring about a service, knowing how your site visitors behave can seem like a mystery. That’s where Conversion Rate Optimisation (CRO) comes into play.

CRO is the process behind optimising your website to increase conversions. Let’s take a look at how it all works.

What exactly is Conversion Rate Optimisation?

This is the methodical process of increasing the percentage of website visitors who perform a desired action or convert; for example, filling out a form or buying a product/service.

Conversion Rate Optimisation involves understanding how users move through your website, what actions they take and what’s stopping them from completing your goals.

How do I calculate my conversion rate? 

If you’re unsure what your conversion rate is, it’s quite simple to calculate. Take the total number of conversions you have and divide it by the total number of visitors to your site. Then, multiply the result by 100. You’ll be left with your conversion rate as a percentage.

For example, if you have 80,000 visitors to your site and you’ve made 2,000 conversions, your conversion rate will be 2.5%. In simpler terms, check out our calculation below:Conversion Rate Calculation

The benefits of Conversion Rate Optimization

CRO can help a business make its sales process more efficient, as well as offering numerous benefits to SEO teams.

User experience

First and foremost, conversion rate optimisation explores what is working on your website and the areas that require improvement.

By understanding what works and making the necessary changes, you’ll create a better user experience for your audience, and they will be more likely to take the desired action and then potentially return as a returning customer.

Improved return on investment (ROI)

With CRO, you are making the most of the resources you already have, and to achieve a higher conversion rate doesn’t necessarily mean you need to spend more money.

By studying how to get the most out of your acquisition efforts, you’ll get more conversions without having to spend more trying to bring in potential new customers.

Customer insights

Conversion rate optimisation enables you to better understand your key audience and assess what sort of language and communication your audience prefers.

Analysing the user journey also identifies the right target audience for your business, in order to reduce the wrong sort of users visiting your site.

If you’re looking for support with your digital marketing, our team will be more than happy to help. Get in touch by sending us an email to

Morgan Mitchell - Modo25
Morgan Mitchell
Morgan Mitchell - Modo25
Morgan Mitchell

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