Conversion Rate Optimization (CRO) Definition

What Is Conversion Rate Optimization (CRO)?

Conversion rate optimization means that you try to get a larger proportion of visitors to convert on the website, ie. that more visitors meet a goal (eg a purchase).

Conversion rate optimization is a method where, based on a data-driven process, you systematically optimize your landing page or app to get your visitors to do what you want.

Once you have decided what you want your visitors to do (i.e. what your conversion goal is), then make sure your site or page is focused on those goals.

If you look at almost any site you will see that they want to sell everything to everyone. Those who dare to scale away and focus are those who can ultimately report a higher conversion rate.

How does conversion rate optimization work?

Conversion optimization is about formulating your business goals and at the same time understanding users’ goals. Only when users reach their goals can you reach yours.

Many people start at the wrong end, namely the end: What should a page look like and what content is there that you can fill it with?

If you are not thinking about what a page should DO, it does not matter what it looks like or what it CONTAINS.

The right end to start with conversion optimization is to instead ask yourself: What business goals do we want to achieve and how should our site work to make it easier for us to reach our goals?

What exactly is a conversion?

CRO is the systematic process of increasing the percentage of user visitors who take a specific action on your site, social channel or other online marketing campaigns such as Google Ads.

A conversion means that a visitor to your site interacts with your content and ultimately does specific activities such as buying a product, downloading a PDF or subscribing to a newsletter.

But the most important goal when you work with CRO is often about creating more leads and customers from your website, which increases the company’s sales.

Examples of conversions:

  • That the customer buys a product
  • That the customer registers on a form
  • That the customer adds products to the shopping cart
  • That they register for an event or download a white paper
  • Register for a service

How to calculate the conversion rate

The conversion rate is calculated by dividing the number of goals achieved by the number of visitors:

  • Number of goals met / Number of visitors = Conversion rate
  • Example: 10 goods sold / 100 visitors = 10% conversion rate

Improving the conversion rate is one of the most important activities companies have on their websites, as it is about getting more value out of the visitors you already have.

There are various methods to improve your conversion rate

To know what you want to convert to, it is necessary to have an understanding of the business goals and which is the most important goal to convert to.

Different methods to increase conversions through:

  • Start an A/B test so you know what works best when you change the pages
  • Change the design and information structure of the site. Make sure you clearly see what is the advantage of hiring the company and what is the value proposition
  • Use clear buttons and call to actions
  • Use contact forms on pages and make sure the forms are clean
  • Make sure you have a clear funnel to what you are optimizing for
  • Make sure you have optimal copy on the page. Remove all market phrases, make the text readable by users and have a customer perspective on texts
  • Sort the information according to what is most important to the customers
  • Increase the speed of the site
  • Create trust in the company on the site and make it easy and free of charge to convert, use a customer case
  • Simplify and use simple and easy-to-use forms with few fields

Why is CRO so important on websites?

When a larger percentage of visitors convert for your goals, you naturally get more value from the traffic you already generate.

CRO is thus the solution to increase your ROI from all your marketing activities that you already spend a lot of money on.

Whether you drive traffic through search engine optimization, paid marketing or multiple channels, you will get a greater return on your investment as the conversion rate increases.

What is the difference between CRO and SEO?

CRO focuses on experience and how people experience your website with personalization and conversions. Specialists at CRO are often good at front-end development and design.

In SEO, CRO is a user experience an important part but also includes infrastructure, links and how to write content for visitors.

What tools are used in CRO analyzes?

Examples of tools used in CRO are Dynamic Yield, Kissmetrics, Hotjar, Crazy Egg and various A/B testing.

8 ways to CRO-optimize your website for more conversions:

1. Optimize web forms

Optimizing the website’s service processes is often about working with web forms, which many web pages have to run on their web pages.

Web forms are something that can often be improved once you start analyzing them thoroughly.

Web forms can have a huge impact on conversion rate.

2. Optimize landing page content

CRO optimization can be done by optimizing the page’s content and compelling marketing messages.

To do this, you need to have a deep understanding of your visitors and their intentions when they land on the web page.

3. Increase the feeling of trust in your website and service

In most studies, trust has proven to be one of the primary factors that affect visitors’ purchase intention.

However, the credibility of the website is something that is affected in principle by everything on your website, such as the visual impression, the quality of the content, navigation, certifications, etc.

4. Improve usability and UX

Improving the usability of websites is an important part of conversion optimization. If users do not understand your site, it is quite difficult to get them to convert.

To get started, ask yourself these questions:

  • Does the website have a logical structure and navigation?
  • Are your web forms easy and quick to fill out?
  • Is the website free from technical errors that create frustration for the visitor?

These are just a few examples of issues that can help you in optimizing. If you can answer yes to them, it’s probably going pretty well for you already! If not, then you need to fix the problems you find!

Also collect continuous feedback from your users to improve the website with the users in focus.

5. Optimize your CTAs (Calls To Action)

CTAs are thus the phrases that are intended to get the visitor to perform an activity (your goal).

You should preferably have only one primary goal for each landing page so that you do not confuse the user.

To optimize your CTAs, make sure that:

  • The selling CTA text motivates the user to take action.
  • You use the above design tricks to make your CTA stand out.

6. Make a stylish and effective web design

Ease of use and aesthetics is something we humans appreciate on websites. With good web design, you can improve both.

With design tricks, such as clever use of colors and shapes, you can make some elements more prominent than others.

So if your primary goal is for visitors to fill out a contact form, make sure it is very prominent and not to be missed.

7. Listen to the users / customers.

Listening to users is one of the most important pieces in conversion optimization.

If you have the opportunity to talk to your customers or collect feedback through chat features or feedback forms on the website – do it! Listen to customers’ problems and satisfy their needs.

8. Optimize customer journeys

Customer engagement and content marketing is a central part of conversion optimization, especially when it comes to SEO landing pages.

You need to understand the visitor’s search intention, at what stage of the buying process he is at and then optimize the customer journey so that it naturally leads the visitor to take action.

The tips above are just a few tips on how you can work with conversion optimization, but already these can make a big difference to your business or blog.


CRO: A result of many efforts

The increase in conversion is due to a number of different initiatives.

These include the right traffic, fast site, good navigation, good landing pages and that the site is adapted to be optimal in all types of display devices and browsers.

A forest that is undeniably easy to get lost in if you do not have a compass.

That’s why a CRO is so important – a person who focuses on the numbers, pushes the issue and points out the direction.



This article has been reviewed by our editorial board and has been approved for publication in accordance with our editorial policies.

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