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Conversion rate optimisation

Conversion rate optimisation (CRO) involves increasing the percentage of conversions from a website or mobile app by optimising various aspects of the digital experience. The primary objective of CRO is to elevate the percentage of visitors who take desired actions, such as making purchases or signing up for services, thereby improving overall ROI and business success. This process entails a comprehensive approach that includes analysing user behaviour, conducting tests on multiple design elements, and optimising the user journey to minimise barriers and encourage action. By meticulously refining the digital experience based on insights gleaned from user data and testing, organisations can enhance the likelihood of visitors converting into customers, resulting in tangible business growth and increased profitability.

At the heart of CRO lies a commitment to understanding user behaviour and optimising the digital experience accordingly. Through careful analysis of user interactions and behaviours, organisations can identify pain points, friction points, and areas for improvement within the user journey. By systematically testing different design elements, such as layout, content, calls-to-action, and forms, organisations can refine the user experience to better align with user preferences and objectives. Ultimately, CRO empowers organisations to make data-driven decisions that optimise the effectiveness of their digital properties, driving higher conversion rates and contributing to improved ROI and business success.

 

What is CRO, and why is it important?

Conversion rate optimisation (CRO) is a strategic process aimed at improving the percentage of conversions achieved from a website or mobile app, ultimately leading to enhanced ROI and business success. It involves meticulously analysing user behaviour, testing various design elements, and optimising the user journey to encourage visitors to take desired actions, such as making purchases or signing up for services. CRO is crucial because it enables organisations to maximise the efficiency and effectiveness of their digital properties, ensuring that a higher percentage of visitors convert into customers. By minimising barriers and friction points within the user experience, CRO not only increases conversion rates but also contributes to reducing customer acquisition costs by making the acquisition process more streamlined and efficient. This in-depth analysis of how CRO impacts customer acquisition costs underscores its significance as a strategic tool for driving business growth and profitability in the digital age.

 

The role of conversion rate optimisation

Conversion rate optimisation (CRO) plays a pivotal role in maximising the effectiveness of digital platforms by enhancing conversion rates and user satisfaction. Through meticulous analysis of user behaviour and iterative testing of various design elements, CRO aims to streamline the user journey and remove barriers to conversion, ultimately driving higher rates of desired actions, such as purchases or sign-ups. By optimising the digital experience to better align with user preferences and objectives, CRO not only increases conversion rates but also improves user satisfaction, leading to a more positive overall experience.

 

The benefits of conversion rate optimisation

CRO provides data-driven insights, continuous improvement, improved customer trust and enhanced mobile experiences. CRO can maximise a website’s potential, optimise user interactions and drive conversion rates, leading to improved overall business performance. Other benefits include:

  • Increased conversion rates: CRO enhances the percentage of website visitors who take desired actions, such as making purchases or signing up for services.
  • Improved ROI: By optimising the user experience and increasing conversion rates, CRO leads to higher returns on investment for digital marketing efforts.
  • Enhanced user satisfaction: CRO focuses on aligning the digital experience with user preferences and objectives, resulting in a more positive and satisfying user experience.
  • Reduced customer acquisition costs: Streamlining the user journey and removing barriers to conversion through CRO can lower the cost of acquiring new customers.
  • Data-driven decision-making: CRO relies on rigorous analysis of user behaviour and testing of design elements to inform strategic decisions, leading to more effective optimisation efforts.
  • Competitive advantage: Organizations that effectively implement CRO gain a competitive edge by delivering superior digital experiences and maximising the efficiency of their digital properties.
  • Scalability: CRO enables organisations to continuously refine and improve their digital platforms, ensuring that they remain effective and relevant as business needs evolve.
  • Increased revenue: By driving higher conversion rates and optimising the user experience, CRO directly contributes to revenue growth and business success.
  • Enhanced brand reputation: Providing a seamless and user-friendly digital experience through CRO can strengthen brand perception and foster customer loyalty over time.

What’s included

At Make it Clear, our approach to conversion rate optimisation (CRO) is comprehensive and strategic:

  • Kickoff: We begin by establishing project requirements, which involve assessing existing data points such as heat mapping and Google Analytics to understand the current landscape.
  • Analysis: We delve into existing data to uncover insights into current conversion metrics and potential failure points. Additionally, we conduct a thorough UI analysis guided by heuristic principles and best practices.
  • Copywriting audit: We review the website’s copy, assessing it against predefined criteria and providing a rating to ensure it effectively supports conversion goals.
  • Workshop: Our workshop sessions involve key internal stakeholders, allowing us to present our analysis findings and gather valuable insights to inform our strategy.
  • Page design: Following the copywriting assessment, we move on to page design. This may involve creating wireframes or refining the existing website layout based on our analysis. We then develop variants for testing purposes.
  • Launch and test: The developed variants are launched and monitored for a specified period, typically two weeks. We utilise CRO tools to test and compare their effectiveness during this time.
  • Review and refine: Once sufficient data and metrics have been gathered from the variants, we conduct a thorough review to refine the wireframes and copy as needed, ensuring continuous improvement in conversion rates and user experience.

Why choose Make it Clear

At Make it Clear, we take an evidence-based approach to everything we do. Understanding your organisation, audiences, and the context in which they interact is paramount to the way we work and deliver a best-in-class user experience.