Conversion Rate Optimisation Basics

CRO improves the share of visitors who take action.

Research before changing

Start with analytics to find pages and steps where users drop off, then use heatmaps, session recordings, form analytics and short surveys to understand why. Research turns guesses into informed hypotheses.

Prioritise ideas

Score each idea by expected impact, confidence and effort. Fix obvious usability issues immediately; save testing for ideas where the outcome is uncertain.

Test where traffic allows

A/B tests need enough conversions to reach reliable conclusions. Sites with lower traffic should implement well-established improvements and monitor results over time instead.

Measure carefully

Decide the primary metric, sample size and duration before starting a test. Stopping a test early because one version looks ahead is a common cause of false wins.

Document and iterate

Record each test, its result and what you learned. Over time, these learnings build a clear picture of what persuades your customers.