Conversion Rate Optimization

Conversion rate optimization (abbr. : CRO) is an important factor in online marketing. This refers to all measures that lead to an increase in the conversion rate (abbreviation: CR). In short, we want to achieve more conversions in relation to website visitors.

Tip: When determining the conversion rate, use the number of website visitors and not the visits or sessions, as a single visitor may also visit the website several times.

Why is conversion rate optimization so important?

A lot of traffic on your own website does not automatically mean a lot of conversions. Only when the visitors perform a certain goal-oriented action can one speak of a successful website. This goal may be, for example, the purchase of products or services, but also the registration for the newsletter.

By making targeted improvements to the website, visitors are more likely to convert. These adjustments can be very diverse and affect the function, content and structure of the website as well as the look and feel of the website.

Approach to conversion rate optimization

Basically, conversion rate optimization is not to be understood as a project but as a process. Through constant optimization and testing, you can continuously develop your website. You can use the 5 phases of the CRO process as a guide.

1. Analysis

The strategic basis for all decisions is, of course, an analysis of the status quo. The aim is to understand the behaviour of website visitors and identify problems.

To analyze the behavior of users on your website you can use various web analytics tools, such as the free tool Google Analytics. Here you can see through which channels visitors come to your site, which pages they look at and in which order, and where they exit.
In addition, such tools also provide you with insight into the demographic data of your website visitors or, for example, the operating systems and browsers used.

2. Hypothesis

Based on the analysis, the hypothesis follows. Ideally, you focus on a single factor per hypothesis.
If you have set up several, you will get a list of all current construction sites on your website. You can then prioritize them, for example, by estimating their effort and impact.
You should always keep the needs of your target group in focus.

3. Variation

Once you have decided on a hypothesis to be tested, the next step is to create one or more variations.
For example, if you want to test a call-to-action button, you can try out different formulations and thus several variations. However, if you only have one alternative to the button that is currently being used, you only need to implement one variant.

4. Test phase

During the test phase, the original and new variant(s) are tested against each other. One way to do this is with an A/B test. Your website visitors are randomly presented with the first or the new version. If several variants were created in the previous step, multi-variant split tests are of course also possible.
Ideally, the test phase should not be too short, so that you get a statically significant result at the end.

5. Evaluation

Once the testing phase is complete, it must also be thoroughly evaluated. Of course, you should also take into account how many users were played the different variants. For example, if your test phase was too short and you can not make a sound statement based on the data, you should possibly extend the test phase again.


In the end, test, test and test again! This is the only way you can really improve the conversion rate, since so many different details have an influence on it.