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Conversion Rate Optimisation

Conversion Rate Optimisation

Conversion rate optimisation or CRO as it is also known is the process of increasing your website’s sales and profits from existing website visitors. CRO is a particularly useful tool for eCommerce websites and works well with other aspects of digital marketing.

A/B Testing

A/B testing allows us to identify and refine key parts of your webpages layout, using a scientific approach to improve results and conversions. 


Heat mapping allows us to better understand how your customer navigates and move around your website, monitoring things such as time spent on a particular page. 

User Journey

Similar to heatmapping, user journey allows us to review and monitor how your customers behave on your website and identify areas for improvements or flush out bottlenecks.

Multivariant Testing

Testing various layouts and monitoring these to find the best performing one is a great way of increasing conversions on your website. Small changes such as CTA button colours can have a positive effect on your website.

Conversion rate optimisation (CRO) offers a great way to increase sales and leads from your existing website traffic. If you have a website that has a lot of traffic but it is not converting into sales or new leads, then CRO needs undertaking on your site.

CRO has been recognised as a vital part of digital marketing and for a good reason, it makes real commercial sense to try and make it as easy as possible for existing site visitors to buy rather than to acquire new website visitors. When reviewing CRO for clients we take a scientific and data-driven approach to help form our recommendations.

This includes using Google Analytics to help us identify and analyse customers behaviours on your website. Factors we look for and consider can include how long do people stay on your page, is there a high bounce rate and is there a consistent issue with this page or pages. By identifying and answering these basic questions we can then begin to start looking further at things such as A/B testing, heat mapping, and UX – all important aspects that when optimised will start to increase your websites conversion rates.

CRO and UX…

CRO and UX (user experience) often complement each very well, but in order to really drill down and get the most out of website visitors, it requires a mix of both UX and a data-driven, scientific approach to ensure that website visitors convert into customers.

There are a number of other benefits associated with having a good UX on your website as well. For example, search engines such as Google and Bing place high importance in delivering good search results to its users and if your website is not well structured and has continuously high bounce rates, this could potentially be harming other areas of your digital marketing.

CRO often works well as part of the complete digital marketing mix and in particular, from a UX experience, it works well along side search engine optimisation. If you put yourself in your customer’s shoes for a moment and think – this site looks great and is really simple to use then it stands to reason that you will spend time on it engaging with the business in some way. Google can see that this pages offers value to the end user and this will be reflected in your organic ranking.

One of the key benefits of CRO is that it is very trackable and measurable and as such allows for marketing agencies such as Herd to give precise and exact data to clients. This accurate data means that we can then continuously look to improve conversion rates and ultimately, your ROI.

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