Conversion Optimization is the cheapest, quickest way to increase sales online – and it demonstrates a clear ROI. If you’re currently converting at 1% (1% of your visitors buy your stuff), but can increase that to a mere 2%, you’ve doubled your sales.

Conversion rate optimization seeks to increase the percentage of website visitors that take a specific action (often submitting a web form, making a purchase, signing up for a trial, etc.) by methodically testing alternate versions of a page or process. In doing so, businesses are able to generate more leads or sales without investing more money on website traffic, hence increasing their marketing return on investment and overall profitability.

The CRO process involves understanding how users move through your site, what actions they take, and what’s stopping them from completing your goals.

Examples of macro conversions:

  • Purchasing a product from the site
  • Requesting a quote
  • Subscribing to a service


Examples of micro conversions:

  • Signing up for email lists
  • Creating an account
  • Adding a product to the cart

The key to successful optimization

In order to optimize for conversion rates, you have to know where, what to optimize, and who to optimize for. This information is the cornerstone to successful CRO strategies.

If you don’t gather data, then you’re left making changes based on gut feelings alone. Guts are awesome! But making decisions on just gut feelings instead of rooting assumptions in data can be a waste of time and money.

6 Step CRO Process:

  • Conduct Research
  • Build Hypotheses
  • Create Treatment
  • Test Treatment
  • Analyze Results
  • Follow-up Experiments.

No website is the same and no users are the same. The trick is to understand your users and target them in the most appropriate manner. Customers are influenced by a range of activities before they convert; website content, website usability, on and offline advertising all play a role in whether or not the consumer will make a purchase. You have to test.