Conversion Rate Optimisation (CRO)
Conversion rate optimisation (CRO) is the systematic process of increasing the share of website visitors who complete a desired action – buying, enquiring or signing up. CRO relies on analytics data, user behaviour and controlled experiments such as A/B tests rather than gut feeling about design and copy.
In practice
In practice, CRO usually starts with a data review in GA4 and supporting tools such as heatmaps to identify weak points in the conversion funnel – high drop-off rates in the checkout or on landing pages, for example. Hypotheses are then formulated and tested with an A/B test before a change is rolled out permanently. Sufficient traffic and a clear definition of micro and macro conversions are essential, otherwise test results cannot be interpreted reliably.