Conversion Rate Optimisation (CRO): Does Your Website Need It?

For traffic on your website to be valuable, your site visitors must perform a desired action on your pages. Besides making a purchase, these actions could include scheduling a product demo, subscribing to an email newsletter or following your social pages. So when you’re not seeing these activities on your site, what can you do? This is where Conversion Rate Optimisation, also known as CRO, comes in.

Conversion Rate Optimisation is the process of optimising website elements to turn site visitors into “known” contacts (i.e. collecting contact information) or even better into paying customers. Most of it involves designing and writing in a way that speaks to your target market, whilst at the same time driving each visitor down a funnel with a particular call to action (CTA) at the end.

Now you may be asking, when do you know you need to optimise for conversion? In this guide, we’ll discuss the basics of CRO, help you point out indicators of a poorly optimised site, and share improvement tips if your site or storefront needs work.

The Basics of Conversion Rate Optimisation (CRO)

What is a conversion?

For example, an eCommerce company will consider a purchase a successful conversion. However, a non-profit organization will be looking at something more like membership or a donation.

Here are the 10 most common types of conversion on a website:

  1. Product purchase;
  2. Signup for a subscription;
  3. Registration;
  4. Newsletter signup;
  5. Donation;
  6. Form Submission;
  7. Download (eg app/software);
  8. Engaging with chat or chatbot;
  9. Social follow;
  10. Button press*.

*It should be noted that the button press is a much more passive conversion than the previous 9 because it doesn’t actually involve the collection of any visitor identifiers.

So to summarise: a conversion is a factor you decide on for your business. It should be part of your online strategy decided before building your website or putting out an advertisement.

How to calculate your conversion rate

Formula showing how to calculate site conversion rate
Formula showing how to calculate site conversion rate

Let’s say you set sending an e-mail inquiry as a conversion. If 1,000 people visited your site and 30 of them sent an inquiry, your conversion rate formula would look like this:

Formula showing conversion rate for 30 conversions and 1,000 site visitors
Formula showing conversion rate for 30 conversions and 1,000 site visitors

How’s the Conversion Rate of your website looking?

Having said that, I will mention that if your primary CTA (the action you most want to take on your website) is below 2% then running a Conversion Rate Optimisation campaign will extremely beneficial for you.

To put things into perspective: statistics show that on average a landing page converts at just over 2%. However, it’s common knowledge in the industry that conversion optimisation is an underappreciated art. Many businesses prioritise quantity over quality. Therefore the data is skewed.

Among CRO professionals, it’s agreed that 10% is the sweet spot that all websites should be aiming for.

Benefits of a Conversion Optimised Website

However, even the biggest businesses could use further optimisation on their websites. Conversion Rate Optimisation should be a continuous process for businesses wanting to get more out of their site traffic.

Apart from getting more customers from your current site traffic, here are a few more benefits to having a conversion optimised website:

  • Your acquisition cost per customer goes down;
  • The ROI for marketing activities goes up;
  • You are able to earn more profits, which in turn means more money to be reinvesting in the company.

Conversion Rate Optimisation can be a game-changer for your business, especially if you have a limited budget for marketing. Optimising your page to match what your customers need help you get the most out of every dollar you’re spending to promote your business.

Conversion Optimisation in UI/UX

As with any work involving design, knowing your users is key to doing conversion optimisation right. Learn how they access information, what they’re looking for, and even how they speak. Only then should you proceed and optimise the following elements on your site:

Usability (UX)

These are factors that every visitor notices first upon landing on a website. You want to make sure that these things are sorted out. To quickly check, you can run a quick technical SEO audit using a tool like GTmetrix.

Just FYI, one of the critical elements for optimisation is the images. They need to be optimised for web so they don’t cause your site to take too long to load. Additionally, think about how you can structure your pages so your visitors know exactly where to find what they need.

Design (UI)

When a visitor lands on your website, they should instantly feel at home. This positive psychology is known to vastly increase the conversion rate of a site. Material Design is a great resource for techniques to apply to building high-quality digital experiences.

Align with Targeting

To optimise for conversion, make your homepage a summary of everything a potential customer needs to know. Communicate what you do, quickly clarify any helpful details, and be transparent with your prices.

Strong copy

Installing a tool like Grammarly can help you spot grammar and spelling errors when writing copy. If you’re serving an international customer base, consider localising your copy for non-English speakers.

Tools to Increase Website Conversions

Here are a few tools to consider, especially if your goal is to get customers to reach out:


The great thing about a popup is that they can be triggered without clicking a button. For example, you could instruct a popup to engage after a user scrolls a certain amount.

Pop-ups can be effective tools for conversion optimisation, but we recommend using them thoughtfully as these can cause an intrusion to a user’s experience.


There are various chatbox apps you can choose from, like MobileMonkey and ZenDesk. You can use one of these services to integrate a chat assistant on your site, or you can have your website developer create a custom one for you.

Appointment Schedulers

Calendar scheduling apps like Calendly allow you to list up your available hours and show them to site visitors interested in discussing your product or service further. Once they pick a schedule, a meeting will automatically be set on both parties’ calendars. It takes less than 5 minutes and has been proven to get more results than just displaying a contact number on your site.

Conversion Rate Optimisation as a Service

Here’s what you can expect to happen when you decide to hire a Conversion Rate Optimisation specialist for your website:


Done properly this usually requires special software to collect the various input information and up to a month of analysis to properly analyse the onsite behaviours of consumers.

After that the specialist will pitch you the results and give recommendations of how to improve the conversion rate.

A/B Testing

Depending on how much traffic your site gets, A/B testing may take about 2–3 months to complete. If you’re short on time, your specialist may suggest running a pay-per-click (PPC) advertising campaign to speed up this stage. The key to accurately determining a ‘winner’ when A/B testing is to get a good amount of people interacting with all variables.


Conversion Rate Optimisation is a process every business should repeat whenever an opportunity for growth is spotted. Bringing in new customers could mean developing new marketing messages and page layouts. Keeping conversion optimisation in mind helps you stay on track and ensure that every site element has a purpose.


LinkedIn Specialist | UI/UX Designer | Marketeer | App Developer

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