Conversion Rate Optimisation (4 min read)

Conversion Rate Optimisation (4 min read)

I’m getting thousands of visitors to my website but not many form fills, request a call backs or online purchases… WHAT is going wrong?

Its time to start looking into CRO. Conversion Rate Optimisation!


Conversion rate optimisation is the systematic process of increasing the percentage of website visitors who take a desired action. Such as filling out a form, becoming a buying customer or so on. The CRO process involves understanding how users navigate through your site, what actions they take, and what’s stopping them from completing your goals.

What is a conversion?

A conversion is the general term for a visitor completing a goal. If you have ever seen the goal tab in google analytics you will now know what it’s for! Let’s say you use your website for selling luxury pillows online. Also known as an e-commerce website. The primary goal (known as the macro-conversion) is for the user to make a purchase. There are also smaller conversions that can happen before a user completes a macro-conversion, such as signing up to receive emails or some sort of sales funnel. These are called micro-conversions, if you navigate your way to one our contact forms and fill it out, this would count as a micro conversion.


  • Purchasing a quote
  • Requesting a quote
  • Subscribing to a service


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


To break it down

Your site’s conversion rate is the number of times a user completes a goal divided by your site traffic. If a user can convert in each visit (the most common conversion might be buying a product), divide the number of conversions by the number of sessions.

Conversion rate optimisation happens after the visitor makes it to your site. This is quite different from conversion optimisation for SEO and paid ads which focus more on your CTR (click through rate)


How to calculate conversion rate?

Now imagine you own the eCommerce site that sells luxury pillowcases. For ease sake let’s call this company Portrait Pillows. Why do we optimise? We want to optimise so our visitors make as many purchases as possible.  If a user visited your website three times, that would be three session and three opportunities to convert.


The analytics Method

This is known as the quantitative data analysis, analytics will give you hard numbers behind how people actually behave on your site. This is where google analytics is very very helpful and FREE. Using analytics based CRO, important questions can be answered about how users engage with your site.

  • Where people enter your site?
  • Which features they engage with
  • Where they came from (what channels or referrer brought them in)
  • Who your customers actually are (age, gender etc)
  • Where they may abandon your conversion funnel


The People Method

Undertaking qualitative research initially is important as it will allow you to pinpoint what areas of your website you should focus your efforts. However, qualitative research doesn’t answer one big question and that is the big WHY. Now that you know how users interact with your site, you can investigate the “why” behind their behaviour.

  • What key words the use to describe your brand?
  • What makes your site different from your competitors?
  • Why did this individual engage with your website?



By using a combination of quantitative and qualitative research you should now be able to see a very clear picture of what your potential customers are doing and why they are doing it. When you combine this information, you can gain a much deeper understanding of the pages on your site that present the best opportunities and optimize and engage the audience you would like to target.







How do we implement conversion rate optimisation on our website?

Well, Jenny the owner of Portrait Pillows has spent a few hours setting up proper tracking codes on her website. So now she has:

  • A heat map on her website
  • Google Tag that measure scroll depth
  • Google Analytics that shows landing page views and other insights


So Jenny now knows…

  • Where people enter her site, what page the first land on.
  • What features of her website they engage with
  • How they ended up your site or what source they came from (direct, organic, social, referral)
  • What devices the use
  • Who your customers are (demographic profiling)
  • If and where customers abandon cart (or any conversion funnel)


Implementing what we now know:


  • Jenny’s friend Tom asks Jenny how she has increased her sales by so much these last few months??? Jenny simply replies to Tom “Once I understood the behaviour of my audience, I could then help them becoming converted customers.
  • For example. I had a contact form at the bottom of my home page, however 80% of my traffic only scrolled 50% of the way down the page. So, I moved the contact form to the middle of the page.
  • 65% of my customers abandoned their cart on the checkout page. So, I added in a special/discount on that specific page so when customers came to the checkout page, they were become enticed to checkout today.
  • I learned most of my customers where female, I had the style and language of my landing pages changed to suite a more female audience.
  • 85% of my traffic where using mobile. I contacted my web developer and together we planned a mobile optimised site to suit my audience.