Most businesses focus on getting more traffic. Smart businesses focus on converting more of the traffic they already have. A 1% improvement in conversion rate can mean thousands in additional revenue without spending an extra dollar on ads.
What Is CRO?
Conversion Rate Optimization is the systematic process of increasing the percentage of website visitors who take a desired action—filling out a form, making a call, completing a purchase. It’s about making your existing traffic work harder.
The CRO Framework
1. Analyze
Use Google Analytics, heatmaps (Hotjar, Crazy Egg), and session recordings to understand how visitors actually behave on your site. Where do they click? Where do they leave? What paths lead to conversion?
2. Hypothesize
Based on data, form specific hypotheses: “Moving the CTA above the fold will increase form submissions by 15% because 60% of visitors never scroll past the first section.”
3. Test
A/B test one variable at a time. Run tests for at least 2 weeks or until you reach statistical significance (95% confidence). Don’t make changes based on gut feelings.
4. Implement and Repeat
Roll out winning variations and start testing the next hypothesis. CRO is continuous—there’s always something to improve.
Quick CRO Wins
- Reduce form fields from 7 to 3 (can increase conversions 30-50%)
- Add click-to-call on mobile (immediate access for ready-to-buy visitors)
- Place testimonials near CTAs (social proof at decision point)
- Improve page speed (every second of delay costs 7% in conversions)
- Use contrasting colors for CTA buttons (make them impossible to miss)
- Add urgency elements (limited availability, time-sensitive offers)
- Simplify navigation (fewer choices = more action)
Measuring CRO Success
Track conversion rate by page, by traffic source, and by device. Calculate revenue per visitor to understand the true dollar impact of improvements.
Brandastic provides comprehensive CRO services for businesses across Southern California. Request a free website audit.
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