What is CRO?

CRO (Conversion Rate Optimisation) is systematically improving a website or landing page so that a higher percentage of visitors convert. CRO increases the return on your existing traffic without extra advertising costs, so every euro of SEA or SEO budget is worth more.

How does CRO work?

CRO starts with data: with Google Analytics 4, heatmaps and user research you identify bottlenecks. Then you form a hypothesis and test it with A/B tests or multivariate tests. The winning variant becomes the new standard and the process starts again.

Why is CRO so valuable?

If you double your conversion rate, you effectively halve your CPA. The same advertising budget delivers more results. CRO structurally increases the value of every euro you spend on SEA and SEO.

The most important CRO elements

Above the fold design, CTA copy and placement, social proof, form optimisation, loading speed and user experience are the variables with the most impact.

What is a good conversion rate?

On average 1 to 3 percent for ecommerce. For B2B lead generation 2 to 10 percent, depending on the sector and traffic quality.

Where do I start with CRO?

With the page that gets the most traffic but has the lowest conversion rate. More at developers.google.com/search.