What is Conversion Rate Optimisation (CRO)?

Conversion Rate Optimisation (CRO) is the process of improving a website or digital experience to increase the percentage of visitors who take a desired action. This could be completing a purchase, signing up for a newsletter, filling out a contact form, or any other measurable goal.

CRO involves analysing user behaviour, identifying friction points, and testing different elements to enhance the user journey. By optimising conversion rates, businesses can maximise revenue from existing traffic without increasing advertising spend.

Why is Conversion Rate Optimisation important?

CRO is crucial for businesses looking to improve efficiency, maximise return on investment (ROI), and enhance user experience. Rather than solely focusing on driving more traffic, conversion rate optimisation ensures that existing traffic performs better.

Benefits of CRO

• Increases revenue – Higher conversion rates lead to more sales and leads without extra ad spend.
• Enhances user experience – A well-optimised site makes it easier for visitors to take action.
• Reduces acquisition costs – Improves ROI by making the most of existing traffic.
• Supports data-driven decisions – CRO relies on real user data and testing rather than assumptions.

Effective CRO strategies to boost conversions

A successful CRO strategy relies on a structured, data-driven approach that continuously refines the user experience. Here are some proven CRO strategies:

• A/B Testing – Experiment with different page elements such as headlines, CTAs, and images to see what drives the best results.
• Improved Page Speed – Faster load times reduce bounce rates and improve user satisfaction.
• Optimised Forms – Simplifying forms and reducing required fields can increase completion rates.
• Clear CTAs – Well-placed, compelling call-to-action buttons drive more conversions.
• Personalisation – Tailoring content and offers based on user behaviour can improve engagement.
• Trust Signals – Adding testimonials, reviews, and security badges increases credibility.

CRO & SEO \- How they work together

CRO and SEO go hand in hand. While SEO drives traffic to a site, CRO ensures that traffic converts. A well-optimised website improves user experience, reducing bounce rates and increasing engagement, which can also positively impact search rankings.

By combining SEO and CRO, businesses can attract the right audience and maximise conversions. At Precis, we take a data-driven approach to Search Experience Optimisation (SXO), aligning search visibility with on-site performance for better results.