What is CRO (Conversion rate optimisation)?
CRO, or conversion rate optimisation, is about getting more of your existing visitors to complete a desired action on your website. A “conversion” is the point where a user completes the goal you define – it could be a purchase, a contact request or a newsletter sign-up. The goal isn't to generate more traffic, but to get more out of the traffic you already have.
You can think of CRO as an ongoing process where you identify where users stop or lose interest. It requires both an understanding of data and insight into user behaviour. You typically work with tools such as heatmaps, session recordings and funnel analysis to see how users move through the site and where they encounter friction. In short, conversion rate optimisation is about removing barriers so the user's path to action is as intuitive as possible.
How do you use CRO?
You start by collecting data to understand how visitors interact with your website. Tools such as Hotjar or Microsoft Clarity can show where users click, how far they scroll and where they leave the page. You then form hypotheses about why they don't convert. Next, you test your assumptions through A/B tests – that is, you show two versions of an element, such as a button or a heading, and compare the results.
Effective CRO requires collaboration between several disciplines. You can improve your landing page with stronger copywriting and clearer CTAs, optimise your design choices for better usability and use SEO data to understand the user's search intent. When you think of conversion rate optimisation together with digital strategies such as Google Ads or social media marketing, you get a more holistic approach that strengthens the impact across channels.
Why you should use CRO
Conversion rate optimisation increases your revenue without necessarily increasing your ad budget or investing in more traffic. This means you improve your marketing ROI, because you use your existing traffic more effectively. At the same time, you improve the user experience when you remove friction and make it easier for users to find what they're looking for.
Even small improvements can have a big effect. If, for example, you raise your conversion rate from 2% to 3%, that's equivalent to a 50% increase in sales with no extra traffic. CRO is therefore about creating more value from what you already have. In other words, you optimise the foundation before you scale traffic through, for example, SEO work or new campaigns in Google Ads.
What types and variants are there?
CRO covers both macro and micro conversions. Macro conversions are the primary goals, such as purchases, contact requests or sign-ups. Micro conversions are the smaller actions that lead towards your main goal – for example, when a user adds a product to the basket or downloads a guide.
You can optimise different parts of your site depending on where users drop off. You often work with landing pages, product or pricing pages and the checkout flow. You can also apply conversion rate optimisation to emails, where you test elements such as subject lines, sender name and CTAs. The point is to think through the entire customer journey from click to conversion – both on your website and on the channels that drive traffic to it.
How do you use CRO in practice?
Before you start testing, you need to prioritise the pages that have the greatest impact on your results. That could be the homepage, landing pages from campaigns or pricing pages that attract a lot of traffic. You then focus on one element at a time, so you can isolate the effect of the changes you make. That gives you clearer results and cleaner insights.
A typical process starts with data collection, followed by analysis and forming hypotheses. You then plan the tests, run them and evaluate the results. If they show a significant improvement, you implement the changes permanently. Over time, you can expect to see results after a few weeks, while the more substantial improvements often take a couple of months of work. In other words, CRO isn't a one-off project, but a process that becomes a natural part of your ongoing optimisation across platforms and marketing efforts.
What should you be aware of?
Conversion rate optimisation is only effective when you work with valid data and well-defined goals. So you need to make sure you're measuring the right things in your analyses. A high click-through rate on a CTA doesn't necessarily mean more sales if the user drops off later in the process. It requires an understanding of the entire customer experience – from the first visit to the final conversion.
Also be aware that test results can vary considerably depending on traffic volume and season. It's tempting to rush into decisions based on small fluctuations, but you should base your conclusions on statistically significant data. Finally, you should also think long term. CRO isn't just about optimising individual buttons, but about creating an experience that guides the user naturally towards action – supported by clear communication, relevant content and well-thought-out digital design.
