Birmingham Digital Agency

Conversion Rate Optimisation (CRO)

Conversion rate optimisation converts your website traffic into website customers & clients.

By analysing user behaviour and customer data, we use CRO to incrementally maximise opportunities. Increasing sales and conversions through your website.

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CRO makes purchasing from your business as easy as possible.

CRO (Conversion Rate Optimisation) is a vital digital marketing method for businesses who want to convert more of their website visitors into paying customers.

You’ve invested time, energy and money into developing your website and implementing your SEO strategy. Now you’re getting website traffic, it is crucial to invest in ensuring you maximise every sales opportunity available.

What is CRO?

CRO is the process of analysing how your customers find and use your website, to make enquiring or buying from you as easy as possible.

This includes evaluating how you can best serve your customers’ needs and ensuring that relevant purchasing opportunities are always obvious to users, without appearing spammy.

CRO, like SEO, is an ongoing task. It requires a systematic approach using proven techniques to  incrementally improve conversion rates over time.

What does CRO actually do?

The purpose of CRO is to alter, remove, or add to the content on your website dependent on how your traffic is interacting with it.

As well as increasing your one-time sales, CRO also helps to develop your long term customer relationships by providing a consistently relevant and easy purchasing experience.

As with all websites, the quicker, easier and more enjoyable it is to buy from your website, the more customers will return.

98% of visitors exit a website without taking action

CRO boosts your SEO by converting more visitors

CRO increases your customer lifetime value

Effective CRO lowers your cost per acquisition

Our Process

We follow a specific process for driving improved CRO performance for our clients. This is based upon our experience and current best practices, which ensure we maximise our clients opportunities to convert as many website users as possible.


Working together, we establish a full understanding of your ideal customer and your business goals.

Using this as our focus, we create a collaborative strategy designed to maximise sales opportunities around your services and products.

This includes data driven analysis of where your customers are entering your website, how they move through it, where they leave, and how they currently purchase.

CRO opportunities are constantly evolving, so we’ll review and update your strategy every 3 months.


Your CRO strategy will include a step-by-step roadmap which we’ll follow when we begin implementation.

We’ll structure this roadmap based on the steps that will provide the most improved conversion rates.

This can include things like optimising popular blog posts, using heat maps to track user behaviour and optimise call-to-action placement, or improving your search function.


It’s important to measure the success of the actions we carry out, to enable us to determine what has worked so far and if further changes are needed. We’ll continuously track and measure your KPIs against your goals.

Using a variety of methods to measure user behaviour, alongside observing industry trends, we will also quickly identify opportunities that we may not have anticipated in our original strategy.

Your live reporting dashboard means you can keep an eye on things day-to-day, while we provide a full monthly report with our insights.


Using on-site search trends and featured products to drive seasonal sales

Using a state-of-the-art search facility, we monitored popular on-site search terms and used these trends to promote popular products. Featured products on the homepage and inline on page and article copy drove sales, alongside SEO content strategy.