Web Conversion Rate Optimisation (CRO)

Conversion rate optimisation is often overlooked early on in a marketing campaign, but it is often a wise investment since doubling your site’s conversion rate is worth as much as doubling your advertising campaign’s  spend across every other channel.

Here are the initial stages of the conversion rate optimisation process. Clients typically see at least a 10% to 20% increase in each page’s conversion rate, often leading to 50% to 150% increases in conversion rates across their funnel.



  • Data Gathering
  1. Establish goals/USPs/KPIs
  2. Identify the best opportunities for CRO
  3. Identify the easiest ways to leverage those opportunities
  4. Segment customer and traffic sources
  5. Website: Identify the customer journey and user-experience problems
  6. Identify customers objections to buying
  7. Research the market. Study customers and expert commentators to identify what matters to them most
  8. List information that could address customers needs and objections if displayed prominently

CRO Tools include: ClickTale, CrazyEgg, Formissimo, Google Analytics, Website Optimiser, SiteCatalyst

  • Hypothesis
  1. Define hypotheses
  2. What are we testing? e.g. hi-res images
    – How big an impact could it have? Could it double your conversion rate?
    – How easily could the idea be implemented on the needed scale?
    – Have these ideas been tested before and did they work?
  3. Who are we testing? e.g. new customers
  4. Where we are testing? e.g. Homepage A/B test or multivariate product page



  • Wireframe new designs
  1. Address hypotheses
  2. Stay on-Brand
  • Implement with testing tools
  1. Are the tools setup correctly?
  2. Right segmentation/targeting?
  3. Browser testing: sign-off
  4. Ensure statistical significance is reached

Split Test


  • Identify lessons from the winning idea that can be used elsewhere e.g. a winning Landing Page headline can provide matching text to test in new AdWords ads.
  • Has the test revealed new opportunities for improvement?
  • If the hypothesis is correct, implement the winning idea.
    – If the hypotheses isn’t correct, what have we learned?

Of course, for fast, efficient progress, it helps to have the process managed by someone who has done this before.

Although there is no substitute for real testing,  knowing what to test and what might work instead is as much art as it is science and so it benefits from both in-depth analysis and experience of what’s worked elsewhere.

Similarly, tools like ClickTale and Google Analytics are easy to install, but tricky to configure and interpret unless you’re familiar with both the analytics software and CRO.

Unsure where to start?

Call us on 020 3880 5692 or email us cro(at)marketappeal.co.uk and we’ll be happy to answer any questions you have about conversion rate optimisation and how it will help your business.