Conversion Rate Optimisation
Conversion Optimisation is the process of making adjustments to your website with the ultimate aim of increasing the number of users who ‘convert’. We can define a conversion as:
“An action or a set of actions that a site owner wishes the user to take, typically reflecting wider business goals, such as a purchase, add to basket, quote request, email sign-up, download or social share.”
Your conversion rate is simply the proportion of your website users that convert, and a typical conversion rate for an eCommerce website is often quoted around 2-3%. By making your website more efficient and effective, you can maximise the value of your traffic, making you more money in the process.
If your website converts at 2% currently, then a 1% improvement constitutes a 50% uplift in sales.
Conversion Rate Optimisation (CRO) defines an iterative process whereby you carry out tests on your website, serving different content to different users, measuring their impacts and then implementing the best performing version.