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What is Conversion Rate Optimization

  • Felix Rose-Collins
  • 3 min read

What is Conversion Rate Optimization

Conversion rate optimization (CRO) is the process of reviewing user comments as well as analytics to spot roadblocks to conversion (which is actually each time a customer functions in an activity you would like them to—so change can mean anything at all from transforming into a spending consumer for you to anything else). CRO also involves the in-depth review of all possible solutions. CRO is known for crossing many disciplines to ensure that user find the website functional. The classic conversion funnel that salespeople use to get consumers to notice them and consider their goods and service to convert them into buyers. CRO helps users view their site with fresh eyes to find errors and eliminate them in favor of a more useful solution. CRO also involves the in-depth review of all possible solutions. CRO is known for crossing many disciplines to ensure that user experience is optimal.

Locating traffic loss

If using Google Analytics, you can find out where your traffic drops and losses are occurring. Some visitors will be lost but locating higher than average exit and bounce rates can salvage losses. It is important to remember that some visitors will be lost from any transition point and that reviewing pages and forms will help focus CRO efforts where the most assistance can be realized.

Other topics to consider when locating traffic losses

Assess the site to gauge if traffic loss is due to low content level. Site navigation can also contribute to traffic losses due to abundance of content that overwhelms visitors.

Call to Action (CTA)

This is the catalyst that will propel visitors to your site into moving to the next planned step. Is the next step clearly marked and obvious to new visitors?

Photos and Images

Are site images adding to the betterment of the site or story on the web pages? Are they integrated into the call to action in a positive and non-distracting manner?

Value Statements

Like CTAs, a value statement is necessary to help visitors understand what is being offered on your site. Have you clearly articulated your value statement?

Testimonials and Social Media

Do you have any customer testimonials that speak to the need or service provided by your business?

Security on Website

Do new users feel safe leaving their personal information on your site? Have you clearly pointed out the protocols your company has taken to provide the proper security for your end user?

Clicks per action

Does your site require too many steps to complete simple actions? Can you eliminate unnecessary steps?

Page Speed

Does you site load at a reasonable loading time? It needs to load fast enough

Visitors Perspective

Overview the site as if you were a visitor accessing it for the first time, and ask all the pertinent questions that can help facilitate improvements.

Data Mining and Testing

Once all the issues are located and identified, then they should be tested, and solutions should be trialed.

Don’t try everything at once

gather data that was isolated from trials and test performed on your site. Schedule all the necessary work changes that need to be implemented in order of urgency. Improvements will cut back on errors and eliminate many gaps that could be causing the loss of traffic. Esthetic changes such as new designs and features that don’t impact the end goal can be slowly folded into the strategy. It is not necessary to do everything at once.

Create a controlled group or a test group

This is important to make differences more noticeable between how visitors will respond and what exists. A control group will help spot out issues that could be slowing down your conversion rates by offering a comparison group.

Appropriate Sample Size

You will need your sample size to be worthy of your testing time. If your test is to yield statistically significant data, then samples cannot be unreasonably small.


Consider your survey and interaction with people asking them to visit your site. Emailing is a method of engaging your customer list and setting up a survey.

Usability test

Take every advantage to set up a test using live users. You can receive feedback depending on the methodology used, and reports of audio responses can be a great way to learn how users feel about your site.

A/B and multivariate tests

Use tools that show different visitors and their interaction with your site.

Heat map and scroll maps

These maps give indications of visitors’ clicks on your site. It is also useful for evaluation of data and making changes to the CRO process to make it better for further testing and evaluating of experiments.

Conversion rates will never be at 100%, so collecting data and analyzing it is a means of creating a user-friendly site that captures users likely to return.

Felix Rose-Collins

Felix Rose-Collins


Felix Rose-Collins is the Co-founder of Ranktracker, With over 10 years SEO Experience . He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.


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