As it stands today, the majority of marketing departments are primarily concerned with attracting web visitors, anticipating that they will later turn into prospective customers for sales teams to seal the deal. Still, that's only part of the story. Maximizing utilization from already existing traffic and leads could propel organizations towards lasting progress over time. This is where conversion rate optimization (CRO) plays a critical role. This guide provides insight into how to improve conversion rate maximally in your business, reasons why it is vital to increase conversion rates, and suggestions regarding the beginning phase of starting with CRO strategy development. If you're wondering what is conversion rate optimization, it is the systematic process of increasing the percentage of visitors who take a desired action.
The conversion rate that is considered “good” is dependent on a lot of things, like your industry, niche, goals, traffic channel, and audience demographics, among other things. In the US, in the second quarter of 2022, only 2.3% of visits to e-commerce sites converted into purchases, but in the case of online shopping, conversion rates rose to over 4% in Great Britain.
If your conversion rate is lower than desired—possibly because it’s below average in your industry or below that of your top competitors, or just not meeting your own goals—then this means it’s time to optimize it. Website conversions occur at various places: on the homepage website, pricing page, blog posts/articles as well and landing pages, among others.
In order to ensure that you maximize turning site visitors into paying customers at each point, you should consider optimizing all aspects. Before we get into the benefits of CRO, let us first look at how to calculate the conversion rate for our site. This will help you to know the kind of time and resources you should be putting into your CRO strategy development.
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Team working on a new startup project, focusing on CRO strategy development and CRO website optimization services. Conversion rate is defined taking into account the number of conversions divided by the number of visitors and multiplied by 100. So how can you identify your conversions in the first place? The process is made easy by marketing analytics tools that are equipped with conversion tracking capabilities.
Define a custom conversion event, like a form sign-up or a product purchase, and the platform will identify and track visitors who did that particular action. However, you just need to know how you define a conversion for it to be simple to calculate your conversion rate. All you need to do is plug in two numbers, then multiply them by one hundred. For example, if you want to consider a conversion as a newsletter opt-in that appears on all pages of your site, then you would divide total newsletter form submissions by total website visitors multiplied by 100.
Thus, if there were 500 submissions last quarter, and there were 20,000 visitors, your conversion rate would be 2.5%. You can repeat this process for every conversion opportunity on your site, just be sure that you are counting only those visitor counts for those specific web pages where they are mentioned. Alternatively, your site’s overall conversion rate could be computed by dividing the total number of conversions by every conversion opportunities available through the site by its total traffic.
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Search engine optimization is an effort to help enhance your site's visibility in the SERPs so that you may increase sales and organic traffic. When we talk about conversion rate optimization (CRO), it is aimed at improving the performance of a website to increase its conversion rate from visitors to customers. The ultimate aim with both CRO and SEO is increased sales, only that they use different methods. Thus, by optimizing your website for better visibility on popular search engines while also making it more functional to encourage conversions, you position your brand for success. Working with a CRO agency can be particularly effective in this regard.
To maximize your online visibility alongside CRO efforts, explore our ultimate hyperlocal SEO guide for local businesses in 2025 and learn how localized search optimization complements your conversion strategy.
There are some effective marketing strategies for optimizing conversion rates that can be applied and tested in your organization. Discover them next:
Although it is recommended to include CTAs with the blog post, they might not always encourage users to perform the desired action. What causes this? Banner blindness actually exists in the form that people tend to overlook or ignore any information that looks like banners on web pages over time. If visitors did bother to pay attention from start to finish, reading an entire blog post, they would have discovered another approach, but it happens that they “snack” on content across the mapper level. Understanding what is conversion rate optimization helps in creating more effective, integrated CTAs.
The lead flow is a conversion rate optimization item that can be added to your website. Lead flows are high-converting pop-up boxes used to pull in attention and give value. Depending on what you offer, you can choose between a slide-in box, a drop-down banner, or a pop-up box.
Landing pages are an integral part of any marketer's toolbox in present times, and as stated previously, they are critical for conversion rate improvement. This is because landing pages determine when a website visitor becomes a lead or an existing lead interacts with your brand on a deeper level. To be able to make the best landing page, run A/B tests to identify which design and content characteristics work best for your audience. For example, conducting A/B tests enables you to check different versions of your site’s copy, content offers, images, form questions, or web pages to find out what resonates most with your target audience and leads in general. You may notice that it is too long a page or a form, which hinders conversions.
It is through A/B testing that the conversion rate for leads at China Expat Health increased by 79%. The most significant change was changing the headline from “Health Insurance in China” to “Save Up To 32% More On Your Health Insurance in China,” which immediately gave visitors an understanding of its value proposition. This proposition was then supported by customer testimonials.
There are times when some visitors don’t want to “waste” time with unnecessary things, but rather go straight to the sales representative. That is, they don’t want to be nurtured through the typical buy process but engage directly with sales representatives.
The best way for these high-intent visitors to become MQLs is by encouraging them into specific actions that would be easier for them to take, like well-thought-out websites, copy that tells who you are and what you do, as well as smart CTAs.
This may depend on the product and sales process involved, but our suggestion is to always run several tests in order to determine which approach generates more customers, followed by optimizations based on this process’s results. Therefore, it is very important to seek ways of removing resistance from this sales streamline. These are essential conversion rate optimization tips for handling high-intent leads.
There are numerous automated workflows that marketing automation software can help your team create, such as sending automatic emails with workflows. For instance, a lead may click and schedule to meet with reps while they receive notifications about high-intent actions like viewing pricing on the company’s website.
The E-commerce industry would benefit from sending reminder emails to people abandoning their shopping carts. Abandoned cart emails can be extremely efficient, according to Moosend’s research results. They have an astonishingly high rate of opening, which is 45%. The percentage of those who click on them after opening stands at 21%. Out of all those who clicked 50% will end up buying something.
Use the live chat software to communicate with your website visitors in real time and provide them with assistance and direction when required. Adding these messaging features to high-performing web pages – like pricing and product pages -would enable visitors to access needed information instantly, thus raising conversions. Besides, you can design your messaging and chatbots to have actionable features.
Once more, publishing blog articles unveils a vast chance for conversions. In fact, the majority of monthly blog views and leads come from posts published over a month ago; if you already have existing blog content on your site, this is even more so.
To begin optimizing your blog content, pinpoint your high-traffic, low-conversion posts. (There could be various reasons behind this problem, including SEO issues or the content you are promoting, or your CTA may be obsolete).
Moreover, check out the blog entries that have high conversion rates. You want these pages to receive increased amounts of targeted web traffic by either optimizing them for search engine results pages (SERPs) or rewriting them where necessary so that they continue appearing new and relevant. This is a key area where a CRO agency can help improve conversion rate on your most valuable assets.
Your key conversion metric may be unimportant: a hard truth is that many visitors to your website will not act as you prefer. This can be overturned by leveraging Facebook and other platforms' retargeting campaigns to re-engage their previous visitors who left the site. Visitors are tracked through retargeting, like ads appearing when they hop onto other sites around the internet.
This becomes more effective, especially if it tracks visitors who came to your site’s most popular pages that lead to conversions in high numbers. The traditional rules for inbound marketing apply here too: when managing a retarget campaign, a compelling offer is necessary, as well as persuasive wording and stunning images. Consider incorporating United Airlines’ Retargeting Campaign.
Based on insights from its earlier advertisement strategies, it targeted those who had already seen its adverts and were already thinking of going on a vacation. It was this group of people, a ‟call the action” included at the end of the 15-second video clip. If any of them were motivated enough to make reservations for their holidays, all they had to do was press the call-to-action and direct themselves to United’s website.
If you’re curious about which sectors benefit most from digital visibility, check out our article on what industries need SEO services the most and why in 2025 to see how different markets can combine SEO and CRO for higher conversions.
Most marketing teams focus on attracting visitors — but traffic alone doesn’t build sustainable growth. At Growth Hacker, we go beyond acquisition to help you maximize the value of every click, visit, and lead.
Our Conversion Rate Optimization (CRO) strategies are designed to transform existing traffic into measurable results. By analyzing user behavior, refining user journeys, and testing data-driven hypotheses, we help your business convert more visitors into loyal customers — without increasing your ad spend.
From optimizing landing pages and funnels to implementing persuasive design and A/B testing, our CRO process empowers your brand to achieve continuous improvement and scalable performance. With Growth Hacker, every visitor counts — and every action is optimized for growth.
Conversion Rate Optimization (CRO) is the strategic process of enhancing your website to increase the percentage of visitors who take a desired action, such as making a purchase, signing up, or filling out a form. It focuses on understanding user behavior, identifying barriers to conversion, and implementing data-driven improvements to optimize user experience. By studying how people interact with your site and testing different design or content variations, you can determine which changes lead to better performance. At its core, CRO aims to make your website more efficient and user-friendly, ensuring that every visitor has a smoother journey that naturally encourages them to convert—ultimately maximizing the value of your existing web traffic.
Conversion Rate Optimization is essential because it helps you get more value from the visitors already coming to your website. Instead of spending more on ads or marketing to attract new traffic, CRO focuses on converting existing visitors into paying customers or qualified leads. This means higher sales and revenue without additional advertising costs. By improving your site’s usability, design, and messaging, you enhance customer satisfaction and encourage repeat engagement. CRO also improves your marketing ROI by ensuring that every click, ad, and visitor counts. In the long run, optimizing conversion rates leads to sustainable growth, a stronger online presence, and a more efficient sales funnel for your business.
To measure your website’s conversion rate, divide the total number of conversions by the total number of visitors, then multiply by 100 to get a percentage. For example, if 50 visitors out of 1,000 make a purchase, your conversion rate is 5%. This simple formula can apply to any goal—sales, newsletter sign-ups, downloads, or form submissions. Tools like Google Analytics, Hotjar, or HubSpot allow you to track these actions and gain detailed insights into user behavior. Monitoring conversion rates regularly helps identify patterns, strengths, and weak points in your website. Understanding where users drop off or engage most enables you to make targeted improvements that drive consistent growth and improved results.
Effective Conversion Rate Optimization strategies vary by business but often include A/B testing, optimizing call-to-action buttons, simplifying navigation, and improving website load times. Other valuable tactics include using persuasive copywriting, adding testimonials or trust badges, personalizing user experiences, and introducing live chat assistance. For content-heavy websites, updating and enriching high-traffic blog posts with relevant CTAs can boost engagement. Retargeting ads can re-engage visitors who didn’t convert the first time. Heatmaps and user session recordings also help visualize user interactions to uncover pain points. The key to success lies in continuous experimentation, data-driven decisions, and refining your website based on performance metrics to steadily increase your conversion rate over time.
The time it takes to see measurable results from Conversion Rate Optimization depends on factors such as website traffic, complexity, and the nature of changes implemented. Simple optimizations like improving CTAs or headlines may yield noticeable improvements within a few days or weeks. However, more complex experiments like redesigning landing pages or overhauling checkout flows can take several months to gather meaningful data. Consistency is key—CRO is not a one-time effort but an ongoing process of testing, learning, and refining. As you collect more data, you’ll gain insights that guide smarter decisions and longer-term success, ultimately leading to sustainable increases in conversions and revenue growth.
Conversion rate optimization is a powerful tool for enhancing your website's performance and achieving long-term growth. By focusing on key areas such as the homepage, pricing page, blog, and landing pages, you can employ effective CRO techniques to significantly boost conversion rates. Understanding what conversion rate optimization is and how to implement it is crucial for maximizing the value of your traffic and reaching your business goals. Whether you're learning how to improve conversion rate through basic changes or implementing advanced conversion rate optimization tips, the process requires consistent testing and optimization to achieve the best results.
For businesses looking to strengthen their website foundation before optimizing conversions, explore our step-by-step guide on how to perform a complete SEO audit in 12 steps to ensure your site is technically ready for CRO success.
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