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CMOs are familiar with the regular marketing mix: A bit of SEO here, a dash of analytics there, and a whole load of paid media to drive their digital marketing goals.
Yet everyone neglects conversion rate optimisation: one of the most underutilised specialities of digital marketing. And it’s hard to understand why. In a world where marketing budgets are stretched thin and paid media results eventually plateau, Conversion Rate Optimisation (CRO) is often the secret weapon that goes unnoticed. Despite its ability to deliver significant returns without increasing marketing spend, over 68% of businesses either don’t use CRO effectively or under-prioritise it.
It is most likely overlooked by the marketing department due to the fact that businesses are tracking traffic rather than conversions, yet CRO remains the most valuable strategy any marketer can invest in. Here’s why…
Existing customers are more valuable than new customers
Acquiring new customers is far more of a financial investment than developing a relationship and fostering brand loyalty amongst existing customers. Research consistently shows that retaining an existing customer is far more cost-effective than acquiring a new one. Studies indicate that repeat customers spend 67% more than new customers. CRO leverages data from your existing customers’ journeys to fine-tune the user experience, ensuring small tweaks, like a better checkout flow or more relevant recommendations, translate into measurable conversions.
That’s right, data must sit at the heart of CRO. You’re already generating analytics about your website, so use that to see where customers are encountering friction and hypothesise about what changes can be made to reduce any barriers to purchase. For example, analysing heatmaps can show you exactly where your customers are dropping off. You might find that a confusing product page layout is the culprit, and a simple A/B test could reveal a version that increases conversions by 10%. This kind of data-driven decision-making can transform your site’s performance, even without increasing traffic.
Good customers do more than just shop, they lift metrics that matter and positively impact your business’s bottom line.
Data, data and more data.
Did we mention that you need good data to develop a good CRO strategy? The internet is limitless, we can track everything consumers do, and while it’s true that the consumer journey is more fractured and complicated than ever, we are armed with more insights into their behaviour than ever before too.
Beyond just raw data, CRO relies on tools like A/B testing, session recordings, and even AI-driven personalisation engines. These tools help uncover user intent and friction points, letting you optimise your site not just for conversions, but for a better overall customer experience. CRO ensures that every interaction—whether on mobile, desktop, or email—nudges users toward conversion.
Two-thirds of consumers say that making the right purchase decision requires more effort than it used to. A good e-commerce site can use this information to its advantage, by using data to offer potential shoppers and return customers relevant information at the right time on the right platform.
Speaking of platforms…
Did you know that 74% of mobile users abandon sites that don’t load within 5 seconds? Optimising your site for mobile is crucial, especially when over half of all internet traffic comes from mobile devices. A CRO strategy focused on mobile-first experiences ensures that your site loads quickly, offers a seamless shopping experience, and has intuitive mobile navigation, which can increase conversions significantly.
It’s time to tackle CRO
In today’s hyper-competitive digital landscape, CRO isn’t just a ‘nice-to-have’; it’s a must for businesses looking to squeeze the most value from their existing traffic. By focusing on CRO, you’re not just optimising your website—you’re optimising your entire digital marketing ecosystem. Start small with A/B testing, improve mobile experiences, and most importantly, let data guide every step. Your ROI will thank you.
Conversion Rate Optimisation (CRO) is the process of improving your website or app to increase the percentage of visitors who take a desired action, such as making a purchase or signing up for a newsletter.
CRO helps businesses convert more of their existing traffic into customers, increasing revenue without the need for additional advertising spend. It also enhances the overall user experience on your website.
CRO involves analysing customer behaviour, identifying friction points on your site, and making data-driven changes through A/B testing or other optimisation tools to improve conversions.
Common strategies include A/B testing different versions of web pages, improving mobile optimisation, simplifying the checkout process, and personalising user experiences based on behaviour and data.
SEO (Search Engine Optimisation) focuses on driving traffic to your site, while CRO focuses on converting that traffic into customers. Together, they create a comprehensive digital marketing strategy.
With over half of all internet traffic coming from mobile devices, optimising your site for mobile ensures a seamless experience for users, which can significantly increase conversions.
CRO is an ongoing process, but businesses can often see measurable improvements within weeks of implementing A/B tests or other optimisation techniques.
CRO can help identify and remove barriers in the checkout process, such as unclear shipping costs or complex forms, leading to fewer cart abandonments and more completed purchases.
