Conversion Rate Optimization – CRO

Conversion rate optimization (CRO) is the process of enabling people to take a specific action on a website. Designing and modifying a webpage can increase the odds that visitors will “convert” into a lead or customer. Conversion rate can be defined as the percentage of visitors who complete a set goal. Some methods of evaluation, such as split testing or A/B testing, enable us to monitor which headlines, images, and/or content help convert visitors into customers.

But setting a conversion goal isn’t always easy.

To improve a website’s conversion potential, we need to talk about conversion rate optimization. You don’t just want more conversions from a webpage — you want more conversions for every X amount of people who visit it. This is your conversion rate — the percentage of people who convert on your website based on how many people have touched it.

3 formulas to figure out CRO for your company:

  1. New revenue goal ÷ average sales price = # of new customers
  2. # of new customers ÷ lead-to-customer close rate % = lead goal
  3. Leads generated ÷ website traffic X100 = % conversion rate

To understand the impact CRO could have for your business, here’s an example of the formulas in action:

Company ACompany BCompany C
Monthly website traffic10,00010,00010,000
% conversion rate1%2%3%
Leads generated100200300
# of new customers102030


The key takeaway: trying to generate more website traffic isn’t necessarily the right approach. Conversion rate optimization is about getting more from what you get and making it work even better for you.

Ready to take the first steps toward CRO at your company? Check out the strategies below, and start testing.

CRO Marketing Strategies to Try

1. Create text-based CTAs within blog posts.

While it’s good practice to include a call-to-action (CTA) in your blog post, these sometimes fail to entice people to take the desired course of action. Banner blindness is a very real phenomenon as people become accustomed to ignoring banner-like information on websites. This lack of attention, coupled with the fact that visitors don’t always read to the bottom of a blog post. That’s where the text-based CTA comes in.

2. Include lead flows on your blog.

Another test you should consider is including lead flows on your blog. Essentially, these are high-converting pop-ups designed to attract attention and offer value. You can select from a slide-in box, drop-down banner or pop-up box, depending on your offer.  Lead flows can dramatically increase conversions on your website.

3. Test your landing pages.

Landing pages are critical. This is where a website visitor becomes a lead, or an existing lead engages more deeply with your brand. These pages play an important role on your website, so you should run A/B tests to get the most from them.

But what should you A/B test? We know that a high performing landing page can have a tremendous impact on a business, so we test website copy, content offer, image, form questions, and page design.

4. Help leads to immediately become a marketing-qualified lead (MQL).

Sometimes, your website visitors want to get straight down to business. They don’t want to see offers – they want to speak to you. Make it easy on them to take this action (and immediately become a marketing qualified lead) with a combination of thoughtful design and smart CTA’s. Compelling, clear copy can drive action and increase conversions for your business. Look for ways to remove friction from the sales process.

5. Add messages to high-converting web pages.

It’s now possible to chat with website visitors in real-time. Increase conversions by adding messaging capabilities to high-performing web pages, such as pricing or product pages, to convert leads rather than see them leave.

You can also make chatting action-based. For example, if someone has spent more than a minute on the page, you may want to automatically offer to help and answer any questions.

6. Optimize high-performing blog posts.

If you’ve been blogging for a while, you probably have some blog posts that outperform others. These blog posts are a big opportunity for CRO.

Get started by identifying the blog posts with high levels of traffic, combined with low conversion rates. Is the offer you’re promoting aligned with the blog post’s content? Is your CTA clear?

Additionally, look at blog posts with high conversion rates. Try to drive more qualified website traffic to those posts. You can do that by optimizing the content for search engines or updating the content to ensure that it’s fresh and relevant.

7. Leverage retargeting to re-engage website visitors.

It doesn’t matter what your conversion metric is. In reality, most visitors to your website do NOT take the action you want. By leveraging retargeting (A.K.A. remarketing), you can re-engage people after they left your website.

Retargeting tracks visitors to your website and then serves them online ads as they browse the web. This can be quite impactful when you retarget the people who visited your high-converting web pages.

Pixaura’s Role

Our team of experts is ready to optimize your site to get you more ‘clicks.’ Drop us a line today!

James O'LoughlinConversion Rate Optimization (CRO)