What is conversion rate optimisation?
Improving the share of visitors who take the action you want (enquire, buy, book) by removing friction and making the next step obvious.
Conversion rate optimisation (CRO) is the practice of increasing the percentage of visitors who do the thing you want them to do (make an enquiry, buy, book a call, sign up) without needing more traffic to do it.
Why small gains pay off
If 100 people visit and two enquire, that’s a 2% conversion rate. Lift it to 4% and you’ve doubled your enquiries from the same traffic. Often that’s cheaper and faster than buying more visitors.
What actually makes the difference
- Clarity. An obvious next step and a single, strong call to action
- Trust. Proof, testimonials and a credible, professional design
- Speed. A fast site; even a second of delay costs conversions (see page speed)
- Friction. Fewer form fields and fewer hoops to clear before someone can act
- Relevance. The page matching what the visitor actually came for
How it’s done well
CRO is evidence-led: you look at how people really use the site (analytics, recordings, sometimes A/B tests), form a hypothesis, change one thing, and measure. It’s where good UX and clear positioning turn into business results.