Why is conversion rate optimisation important?

Updated: 10/02/2022
Conversion rate optimisation (CRO) is the process of ensuring that content on your site can be accessed easily to increase conversions. One way to do this is through the use of heat maps, which show you where people are clicking and not clicking on your website. By making adjustments to these areas according to what you learn from the heat map analysis, you will increase traffic and conversion rates.
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What is CRO: what is conversion rate optimisation?

Conversion rate optimisation is a user testing process that aims to understand why people are not converting on their website. Conversion rate optimisation is an important process for websites and digital marketing campaigns. A conversion can be defined as "an action that a user takes on your site, such as filling out a form and providing contact information," and it is important because it helps businesses make more money because they know exactly what users want and need.

The very basic rule of optimising your website for increased conversions is to make your website as easy as possible for users to understand what your service is and to be able to easily navigate through your website. We all know the old adage “content is king” and it couldn't be more true. Your content needs to be so good that it earns the opportunity to be shared on social media and also has a strong call-to-action at the end of it so you can convert your visitors into customers. If you're not getting this right, then you're losing out on opportunities.

Why you should care: reasons why doing CRO is important?

Brands and companies typically spend a lot of money on advertising campaigns in order to reach their target market and generate leads. However, it can be difficult to know if their campaign is successful. Conversion rate optimisation allows them to track the effectiveness of their campaign by determining what type of person it appeals to and how they respond to the brand message. We all know that time is money. It’s true for all of us, and it’s especially true for companies. If you’re not spending your time wisely, you might never know what your ROI would be if only you were to spend that time on conversion rate optimisation (CRO). So how do we make sure our CROs are working? How can we measure them? And most importantly – how can we improve them?

How to increase CRO?

Conversion Rate Optimisation is important for branding and lead generation campaigns. If you're looking to improve your results, the key is understanding the analytics behind conversion rates. Knowing what metrics to focus on can help you make more effective changes to your site design, content, and copywriting.

A conversion rate is the percentage of people who take a desired action after being exposed to marketing materials. Campaigns that focus on branding or lead generation should be used to identify what type of person would be interested in the product, by using the same criteria as the customer segmentation process.

Benefits of improving your CRO

Traditional marketing tactics are fading fast, and in their place are digital strategies that are more efficient with the use of analytics. The majority of users avoid websites that are not mobile-friendly or have layouts that are difficult to navigate. This has made conversion rate optimisation an essential component of any modern marketing campaign. Conversion rate optimisation is critical for maintaining a competitive edge in the digital world but the modern market is saturated with marketing agencies claiming to increase your CRO within just a few days or weeks. However, the traditional tactics that they use are quickly becoming obsolete; in their place, digital strategies are dominating. It's essential to invest in creating a proper digital strategy. .


Conversion rate optimisation is important because every business wants to grow. It's not enough to have a website, you want people to come and buy your products or services. Conversion rate optimisation can help you see what could be causing customers to leave before converting, then modify the page accordingly. The sooner the conversion rate is improved, the more sales will be made. The importance of conversion rates has recently been recognised by Google, who are giving websites higher rankings in search results if they have high conversion rates.

If you feel like your websites' leads, sales or inquiries are below expectations don't hesitate to contact us.

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