Getting More from the Traffic You Already Have
Most businesses focus exclusively on driving more traffic. But what if you could double your leads or sales without spending an extra dollar on advertising? That’s the promise of Conversion Rate Optimization (CRO).
CRO is the systematic process of increasing the percentage of website visitors who take a desired action: filling out a form, making a purchase, calling your business, or signing up for a newsletter.
Why CRO Matters
If your website converts at 2% and you get 10,000 monthly visitors, you generate 200 leads. Improving your conversion rate to 4% doubles your leads to 400 without any increase in traffic or ad spend. CRO is the highest-leverage activity in digital marketing.
The CRO Process
1. Analyze Current Performance
Use Google Analytics to identify where visitors drop off. Heatmap tools like Hotjar or Microsoft Clarity show exactly how users interact with your pages. Session recordings reveal frustration points and usability issues.
2. Form Hypotheses
Based on data, form testable hypotheses: “Reducing form fields from 7 to 3 will increase form completions by 20%” or “Adding customer testimonials near the CTA will increase conversions.”
3. A/B Test
Test one change at a time to isolate what works. Run tests long enough to reach statistical significance. Use tools like Google Optimize, VWO, or Optimizely.
4. Implement Winners and Iterate
Roll out winning variations and start the next test. CRO is an ongoing process, not a one-time project.
High-Impact CRO Tactics
- Simplify forms — Every field you remove increases completions
- Improve page speed — Faster pages convert better
- Strengthen CTAs — Clear, specific, action-oriented language
- Add social proof — Reviews, testimonials, client logos
- Remove distractions — Simplify layouts and reduce choices
- Mobile optimization — Test and optimize for mobile users specifically
- Create urgency — Limited-time offers and scarcity (when genuine)
CRO and Paid Advertising
CRO makes every marketing channel more effective. Improving landing page conversion rates directly reduces your cost-per-acquisition across Google Ads, Facebook Ads, and every other paid channel.
Start Optimizing Your Conversions
Brandastic’s CRO specialists help businesses convert more visitors into customers through data-driven optimization. Get a free CRO audit.
