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Conversion Rate Optimisation Explained Simply

Cover: Conversion Rate Optimisation Explained Simply

Conversion Rate Optimisation is a term that anyone in the digital & sales world has heard time and time again. But what does it mean in 2022? How can you improve conversion rates in the current digital era. 

What is Conversion Rate Optimisation?

Conversion Rate Optimisation (CRO) is the process of how your leads become customers. Or to put it in simple terms, how you convert your leads (potential customers/users) to customers (that actually spend money/follow your call-to-action on your site). 

CRO can be a very effective way to bring in more customers from your existing website traffic. However a lot of the advice around CRO tends to be for businesses with large budgets that have teams dedicated to CRO and AB Testing. 

Why is Conversion Rate Optimisation important?

CRO is an important aspect of any business. You can spend large sums of money on all the advertising in the world to bring users to your site but if the users are not spending money or following your call-to-action once there, it is for nothing. 

The first aspect of CRO is the process of bringing the right traffic to your site. Without a clear way to engage potential customers on your website, they are not likely to follow your call-to-action (CTA) and less likely to spend.

Ultimately Conversion Rate Optimisation helps you improve the amount of traffic that converts without having to increase your ad spend. 

How to Make Conversion Rate Optimisation Simple

Conversion Rate Optimisation is a great process, however it can be quite complex. The good news is that it doesn’t have to be. 

There are numerous factors and ways that you can work on CRO. From increasing site usability to having a well developed landing page, to things like AB Testing, CRO is a multifaceted tool. 

While you can allocate a huge budget and endless hours to Conversion Rate Optimisation, sometimes the simplest changes can have a huge impact. 

Ultimately it’s as complex as you want to make it, so start with simple optimisation experiments like removing navigation from transactional pages, changing your call-to-actions and simplifying your checkout or registration processes. 


Conversion Rate Optimisation is a powerful tool and important tool for any business. It can help you make sure that what you are spending on bringing traffic to your site is worth it. CRO as a process allows you to refine the way your leads experience your site. It is how to draw them to following your call-to-action. 

This can seem like a daunting task. The right tips and tools CRO should be a cog in your sales mechanism.