A Guide to Conversion Rate Optimisation (CRO) for SEO

Table of Contents

What is Conversion Rate Optimisation (CRO) and How Important is it for SEO?

Conversion Rate Optimisation (CRO) is a process of improving the performance of a website or application by optimising it for better user engagement, higher conversion rates and improved customer experience. It involves using various strategies such as A/B testing, website optimisation techniques and CRM strategies to increase the amount of visitors who take desired actions on a website or application. By doing this, businesses can improve their bottom line and achieve their desired goals more quickly and efficiently.

Best Practices for Conversion Rate Optimisation to improve your SEO

To increase conversions, you need to understand what works best for your target audience and optimise your website accordingly. This includes optimising elements such as your content, design, user experience, and customer relationship management (CRM) strategies:

Optimise Your Landing Page Design – When a visitor comes to your website, they should have a clear idea of what they are looking for. This can be achieved by having an appealing design and a clear call-to-action that points toward what the visitor is likely to be searching for. A good example of this is when Amazon puts “add to cart” on their landing page before even asking about shipping details.

Optimise Your Most Popular Ads Many of your website visitors may arrive through social media promoted posts or ads such as Facebook. Social media promoted posts have become an essential part of any successful digital marketing strategy. Optimising your most popular ads can help you increase website traffic and get more conversions. You can use AI writing assistants to quickly create targeted ads that will reach their desired demographic with minimal effort. This results in a more efficient use of time and resources while providing maximum impact with the right message to the right people.

Optimise Your Content – You can use the following tips to improve your content: Get a good grasp on the customer’s goal. What are they trying to get? Why do they need your product or service? What might be stopping them from achieving their goal? For example, a customer might want to buy a product online because it is difficult for them to find in store. You can ensure that content is appealing by avoiding certain topics and words. Avoid long-winded sentences and focus on concise, bullet-point text. Provide clear, concise images (that are not just stock photos).

By following these best practices for conversion rate optimisation, you can ensure that you are making the most effective use of available resources to maximise conversions on your website or online store.

How to Measure the Success of Your CRO Efforts?

Measuring the success of your CRO efforts is essential to understanding how you can improve your customer experience. With the right metrics, you can track customer behavior and engagement, identify areas for improvement and make informed decisions about how to optimise your customer retention strategies.

CRM metrics are key indicators that help you measure the success of your CRO efforts. These metrics include customer lifetime value (CLV), customer acquisition cost (CAC) and customer churn rate. By tracking these metrics, you can get a better sense of how successful your CRO efforts are in terms of driving revenue, reducing costs and improving customer loyalty.

How to Use A/B Testing for CRO Success

A/B testing is a technique for comparing two versions of something, in order to find which version performs better. A/B tests are used in conversion optimisation to test variations of content, pricing, and design. They allow website or application owners to experiment with different changes that may increase performance so they can find the best combination that will drive the most conversions.Online comparison shopping site Shopzilla implemented an A/B test on their homepage by changing the display name of one product from “Shoe Rack” to “Shoes”. The result was a 21% increase in conversions.

A/B Testing Software

We recommend using A/B testing software to test for conversions. This can be free or paid, but it is recommended that you use software that offers A/B testing capabilities and reports on the results. If you are using a website builder, check with the platform if you can conduct A/B testing. If not, use a third-party software instead. Google Optimize and HubSpot’s A/B testing kit are great free tools, especially if you haven’t done this process before.

What do you recommend that marketers do when starting from scratch?


Firstly, ensure your landing page is not too long and can be easily scrolled through. If it is too long, people might stop scrolling through the page. If your landing page does not have a strong call to action, people might not reach the checkout. It is recommended that you test two or three calls to action on your landing page. Have two or more conversion goals in mind and use the A/B testing software to see which one leads to higher conversions. Test different lengths of time for serving ads and measuring conversions. If you are testing with paid advertising, be sure that each ad has a different length of time in which it is served (e.g., 15 seconds vs 7 days). Test different images or copy and vary the color scheme to see which ads get the most conversions. In order to get the best results, it is recommended that marketers start with a landing page that includes three conversion goals: an opt-in for a subscription, an opt-in for content updates or downloads and an opt-in for lead generation. You should also include an email sign-up form, a contact form and a thank-you page. .

Facts about CRO and its impact on your SEO

  • Conversion rate optimization (CRO) is the process of improving the percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.
  • CRO involves using data and user insights to understand why visitors are not converting, and making changes to the website to improve the chances of conversion.
  • A/B testing and split testing are commonly used in CRO to compare different versions of a website and determine which elements are most effective in driving conversions.
  • Usability and user experience (UX) are key factors in CRO, as a confusing or difficult-to-use website can prevent visitors from converting.
  • Landing pages are often the focus of CRO efforts, as they are designed to drive conversions and are typically optimized for specific campaigns or offers.
  • CRO can involve a wide range of optimization techniques, such as improving page load speed, simplifying forms and checkout processes, and making changes to the layout, design, and content of a website.
  • Mobile optimization is increasingly important in CRO, as more and more users are accessing websites and making purchases from mobile devices.
  • Personalization and tailoring the user experience based on factors such as location, search history, and behavior can also play a role in CRO, helping to increase the relevance and effectiveness of a website.
  • CRO can help to increase the revenue and profitability of a website, as well as improve the overall user experience and satisfaction.
  • Regularly monitoring and optimizing the conversion rate of a website can help to identify areas for improvement and drive higher levels of engagement and conversions over time.