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Conversion Rate Optimisation (CRO): Strategic Testing for Continuous Improvement.

By webtrade, Monday, 27th February 2017 | 0 comments

Conversion Rate Optimisation (CRO): Strategic Testing for Continuous Improvement.


To start, a conversion is when a typical visitor comes to a website and then completes an action that the website owner/creator wants them to take, for example, signing up for a newsletter, downloading an app, making a purchase or any other sort of action.

Conversion rate optimisation is a method of using user feedback and analytics to improve the overall performance of a website or marketing asset. In short, it is determining, as to how and why your visitors are converting or not and then implementing a plan to fix it.

Conversion rate optimisation services typically include:

  • A systematic and structured approach that will improve the performance of a given website over a period of time.
  • Every website is different and the optimisation plan will be defined by its unique needs and objectives.
  • If the website already has plenty of traffic going to it, we want to make sure we are making the most of the incoming traffic and converting as many qualified users as possible, specifically those gathered from user feedback and analytics.


Some of the terms that you need to know when it comes to these types of services are:


  • CTA or Call-to-Action:                    
    • Examples - Sign Up or Buy Now.
  • Conversion Funnel:                         
    • The primary flow of a user when a conversion is completed.
  • Split Testing or A/B Testing:         
    • This is where one version or element of a page is tested against another version of it, to see which one will generate quality conversions, the most.
  • MVT or Multivariate Testing:         
    • This involves testing many variations of different elements in a variety of combinations in order to determine the combinations and elements that will perform the best.


In order to improve your conversion rates, you need to begin by finding out what your current conversion rate is or are.

Numbers that are critical to this, are your total conversions and the conversion rate.

Total conversions:  

This is the number of people who heeded the call to action on the web site.

The conversion rate:

This is attained by taking the conversions and dividing that number by the total number of visitors that have come to the site.


The Conversion Strategy.


A conversion strategy is a strategy where you will test different elements according to your data and your audience.

There are typically three elements to a conversion rate optimisation strategy.

  1. Content:  You need to know your target demographic and what they are looking for.
  2. Landing page: Usually, you will have about 2 to 3 seconds to make your visitors want to stay on your page. This page is the most important element of your efforts to transform a visitor into a lead.
  3. Continuity: Test one part at a time, learn from the results and implement any changes that need to be made.




At Webtrade we excel at helping business owners with their first websites, If you have any questions about how our websites are designed and how they can benefit you and your company and how Webtrade can make your website be the online tool you need it to be, please contact us, call us on 01 2990655 for a quote or email us at sales@webtrade.ie


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