Conversion Rate Optimisation

Get more value from every visitor.

What is Conversion Rate Optimisation (CRO)?

Conversion Rate Optimisation, or CRO, focuses on improving the percentage of visitors to your website who take a desired action, such as making a purchase, signing up for a service, or filling out a form. CRO uses data-driven insights to refine user journeys, enhance design elements, and align calls to action with customer intent.

Why is CRO Important?

For Your Organisation

CRO ensures you’re getting the most out of your marketing efforts by increasing the percentage of visitors who convert into customers. Instead of spending more on traffic acquisition, CRO focuses on improving the effectiveness of your existing traffic.

For Your Customers

A seamless and intuitive user experience makes it easier for your customers to take action. CRO ensures that your website meets their needs by removing friction, simplifying decision-making, and building trust. When customers can navigate your site effortlessly and feel confident in their choices, they are more likely to complete their purchase or inquiry.

A tested process

1. Audit

Sometimes you will already have a clear problem identified, and we can work from there. But most the time we’ll need to perform an audit first to gather all the issues within the topic.

2. Resources & Planning

From the audit we’ll prioritise based on resources both side, who is involved, the impact of the issue and how much time we have. This stage is important for managing expectations.

3. Delivery

I can run delivery too - either working as a project manager within your team or I’m also happy to get stuck into the work myself. Whatever is best for your business is ultimately what we will go with.

The Tools & Resources I Use for CRO

What Does a CRO Audit Contain?

My CRO audit identifies barriers preventing your users from converting and highlights opportunities to enhance the effectiveness of your site.

I start by analyzing your conversion funnels to understand where users drop off. This helps identify problematic pages or steps in the user journey that need attention.

I conduct user behavior analysis using heatmaps, scroll maps, and session recordings. These tools reveal how visitors interact with your site, where they encounter friction, and what elements capture their attention.

I review landing pages to ensure they are optimized for clarity, relevance, and visual appeal. This includes evaluating headlines, imagery, and calls to action to ensure they align with user intent.

I assess form performance, analyzing completion rates and identifying fields that cause abandonment. Simplifying forms can significantly increase conversions.

I evaluate page speed and performance, focusing on reducing load times that deter users from completing their journey.

I conduct split testing (A/B testing) to compare variations of key pages. Testing different layouts, headlines, or CTAs helps determine what resonates most with your audience.

I review trust signals, such as security badges, testimonials, and reviews, ensuring they are prominently displayed to reassure users.

I analyze mobile usability, identifying any design or performance issues that hinder conversions on smaller screens.

How I approach CRO

CRO is an ongoing process of testing, learning, and optimizing. I start with a detailed audit to uncover immediate opportunities and implement impactful changes. From there, I work with you to continuously refine and test new strategies as we gather data about user behavior. This iterative approach ensures long-term improvements and sustainable growth.

Measuring the value of CRO

Conversion Rate

Purpose: Increase conversion rates

Metric: Conversion rate percentage tracked in Google Analytics

Goal: Improve the percentage of users completing key actions

Impact: Higher conversions mean more revenue without increasing traffic

Site Abandonment

Purpose: Reduce drop-off rates

Metric: Funnel drop-off rates from Google Analytics

Goal: Minimize user abandonment at critical steps

Impact: More users progressing through the funnel leads to more conversions

Engagement Metrics

Purpose: Improve user engagement

Metric: Session duration and pages per session

Goal: Encourage users to spend more time exploring your site

Impact: Engaged users are more likely to convert into customers

Conversion Rate Optimisation is the key to unlocking your website’s full potential. By making data-driven changes, I’ll help you turn more visitors into paying customers, maximising the value of your existing traffic.

Whether you need a one-time audit or ongoing optimization, I’m here to guide you.