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Conversion rate optimisation (CRO) is one of the most rewarding aspects of digital marketing, allowing you to identify which changes to your website will drive more customers to take action and boost your ROI, now and in the future

Your conversion rate is that proportion of your website’s total visitors that ‘convert’ to customers or subscribers (i.e. perform an action which is tracked as a conversion, whether a purchase, download or other, on your site).

Conversion rate optimisation (CRO) is the process of making incremental changes to your site in order to increase the return on investment (ROI) of online marketing activity – reducing your cost per acquisition (CPA).

Learn the CRO basics with our cheat sheet

  • Identifying potential changes
  • Different methods of testing
  • Setting yourself up for success
  • Putting together a CRO testing plan

Rather than attempting to increase the number of visitors (traffic) to your website, conversion rate optimisation helps you to maximise the value of existing traffic.

What you decide to test will be specific to your website and its objectives. However, common tests include changes to copy, layout and/or design. For example, you could try different headlines or calls to action, change how you display pricing, vary the size or position of buttons, or test different layouts and colours.

While some technical know-how would be an advantage, it is not entirely necessary as there are both free and low-cost tools available to take out some of the hard work from setting up your tests and calculating the results.

The only significant investment required is going to be measured in hours rather than sterling (as well as needing this cheat sheet!), as the keys to CRO success lie in preparation and patience.

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