Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) refers to the strategy of increasing the percentage of conversions by getting users to take specific actions. These actions can vary depending on the business goal and can involve product purchases, newsletter signs up, free-trial signs up, app downloads, click-on links, etc.

What Is Conversion Rate (CR)?

Conversion rate (CR) is a metric used by website owners, marketing strategists, and SEO specialists to measure the ratio of users who take an expected action. To calculate the CR, the number of conversions on the website is divided by the total number of visitors on the website during the same period. Then, the number is multiplied by 100.

The formula for the conversion rate is:

Conversion Rate (%)=(Number of Conversions/Total Number of Visitors​)×100

Google Analytics is a tool that helps calculate conversions for the pages of a website.

What Is Considered a Good Conversion Rate?

A "good" conversion rate is determined by multiple factors, like the type of industry and business, the target audience, and the objectives of the website or campaign. The general guidelines show the following:

Type of industry Conversion rates
E-commerce 2% to 3% (great performance websites are expected to achieve 5% or higher rates.)
Landing pages 10% to 30%
B2B (Business-to-Business) 2% to 5%
SaaS (Software-as-a-Service) 5% to 7%

How to Optimize Conversion Rate?

CRO relies on comprehending user behavior, clearing obstacles in the conversion process, and enhancing the user experience (UX) to facilitate actions that align with the website’s goals. Several steps help improve conversion rate.

  1. Researching on User Data

    Dedicated tools like Google Analytics can help experts identify user behavior patterns, bounce rates, and specific points where users stop or leave before completing the conversion process.

  2. Conducting A/B Testing

    This type of testing helps determine which webpages or elements perform better and make the right decision for a successful campaign.

  3. Improving Page Load Time

    Users quickly lose patience with slow-loading websites and often leave quickly, contributing to higher bounce rates. Tools like Wattspeed and Google PageSpeed Insights help identify performance issues and provide practical solutions to address them.

  4. Enhancing CTAs

    Clear CTAs are easier for users to understand. When they are well-placed and appealing, they grab attention and encourage users to click on them. CTAs should stand out on the page by being simple, using clear and action-oriented language, and featuring bold, attention-grabbing colors.

  5. Simplifying Navigation

    Navigation has to be simple and easy to use, helping users quickly find what they need. Clear menus, intuitive layouts, and minimal distractions should always be top priorities.

  6. Optimizing for Mobile Devices

    A fully responsive website across all devices should be a key goal. A mobile-friendly design improves usability, enhances the user experience, and helps retain visitors on desktops and smartphones.

  7. Ensuring Landing Page Relevance

    Landing pages with high-quality content that grabs users' attention and keeps them interested is essential. An important aspect is ensuring the content matches the ads or links that brought users to the page. Keeping the messaging and visuals consistent helps build trust.

  8. Continuously Refining Strategies

    CRO is a continuous process. Experts must regularly use specialized tools to meet their goals, gather user feedback, and test outcomes. This allows them to fine-tune strategies and take the right actions to maintain strong performance.


Benefits of Conversion Rate Optimization

By applying conversion rate optimization strategies, businesses can achieve their goals while enhancing user satisfaction. The key advantages of CRO include:

  • Expense efficiency: boosting conversions from the existing traffic is more cost-effective than investing in paid advertising to attract new traffic to the website.
  • Better user experience (UX): CRO involves various initiatives that help enhance website usability, ultimately improving the user experience.
  • Strategic advantage over the competition: an intuitive design and an incredible customer journey help better address customer needs and establish a leading position in the market.
  • Deeper understanding of customers: the CRO process involves actions that help experts better understand user behavior and preferences, enabling more informed and strategic decision-making.
  • Lower bounce rate: keeping users engaged reduces the likelihood of them leaving the website.
  • Long-term success: strategies to increase the conversion rate establish durable improvements that contribute to performance growth.

How Wattspeed Helps Maximize a Website’s Conversion Potential?

Website speed and performance are important in user experience, engagement, and conversions. Here’s how Wattspeed contributes to CRO:

  • Detects slow page speed: analyzes Time to First Byte (TTFB), First Contentful Paint (FCP), and Load Time to identify delays.
  • Tracks CWV metrics: monitors LCP, FID, and CLS using real user data (RUM) and lab-based testing for performance insights.
  • Optimizes mobile experience: evaluates mobile responsiveness, viewport settings, and network conditions to enhance performance.
  • Identifies performance bottlenecks: flags render-blocking resources, unoptimized scripts, and server-side delays that slow down the site.

Unlock Your Website's Potential