Conversion Rate Optimisation (CRO) Agency

Our approach to conversion rate optimisation (CRO) services revolves around using visitor behaviour data and user insight to encourage more visitors to convert, creating leads for you or your sales team.

Talk to us today

Conversion Rate Optimisation (CRO) Agency

Our approach to conversion rate optimisation (CRO) services revolves around using visitor behaviour data and user insight to encourage more visitors to convert, creating leads for you or your sales team.

Talk to us today

A solid CRO strategy makes your website work harder

A 2014 research study among internet marketers showed that 59% of respondents considered CRO to be “crucial to their overall long-term digital marketing strategy”.

Concerns over website performance are not uncommon among business owners. It’s natural to want to focus on improving the site’s number of conversions, aiming to convert as large a percentage of visitors and potential customers as possible into sales, leads or customers (or any other step of your marketing funnel).

Optimising your site to increase your conversion rate will also benefit you when you drive more traffic to your site from search engines via SEO, PPC or using display advertising.

How do you improve the performance of a website? That’s often a difficult question to answer. We employ user research combined with hard data to make improvements that drive real value.

Improving your conversion rate with a successful CRO marketing strategy can help you:

  • Gain a better understanding of your target audience
  • Grow your business
  • Drive leads and sales with higher conversion rates
  • Deliver an enhanced user experience
  • Improve your website’s success

Coast have been an extension of our small digital team and have supported in both consultancy and in our daily operations. They are a pleasure to work with and very patient.

Sean Chapman,
Digital Marketing Manager

Our conversion rate optimisation services

Following a kick-off workshop to determine objectives and set KPIs and conversion goals, we begin gathering the data we need to make the right decisions. We use industry standard tools such as Google Analytics, Google Optimize, Optimizely and Hotjar, as well as our own in-house biometrics research service to perform a range of CRO tests.

We use a variety of methods to collect data and user insight, tailoring the selection to each particular client and audience. Some of the methods we use include:

  • Google Analytics review
  • Development capability assessment
  • Heuristic user experience review
  • Conversion funnel dropout analysis
  • Heatmapping
  • Business insight
  • User journey analysis

Once this groundwork is complete, we move into the ongoing process of conversion rate optimisation.

Keeping your website moving forward

Using methods like A/B testing (also called split testing) and multivariate testing, our CRO services deliver results based on research, and user insight. When performing tests we always make sure that the results are statistically significant and haven’t happened by chance. During this process, we track conversions so we can compare them over time as well as measure them against other data sets.

Our approach to conversion optimisation relies on ongoing research and testing. CRO digital marketing isn’t about making one change, it’s about making continuous enhancements that drive improvement after improvement.

You can also check out our conversion rate optimisation guide to learn more.

We know that industry jargon can sometimes be tricky to understand. For the ultimate list of A-Z industry terms, check out our Digital Marketing Glossary.

Want to find out how we can make your website work harder? Call us today on 0845 450 2086.

Check out our case study for the CRO work we carried out for Cystic Fibrosis Trust.

Case Study
Driving donations for the Cystic Fibrosis Trust
Read more

How Conversion Rate Optimisation Can Improve Your Digital Marketing



What is a conversion?

The term “conversion” means persuading someone visiting your site to respond to the desired call to action. In online marketing, this could include actions such as:

  • Telephone calls
  • Quote requests
  • Demo requests
  • Transactions
  • Contact form submission

If the prospect successfully completed the desired action, then they have “converted”.

This is where conversion goals come into it. These could all depend on the type of business you operate. They could be based on leads generated, add-to-carts and product sales if you run an E-commerce site.

However, if you run a media site, you could have conversion goals set for newsletter subscriptions, content engagement or even scroll depth.

Your conversion goals will widely depend on the type of website you run and what you consider to be a useful metric.

What is CRO?

CRO – or Conversion rate optimisation – is the ongoing process of improving the quality of your website in order to increase the percentage of website visitors who perform a desired action such as adding an item to their basket or requesting a product demo.

CRO relies on a variety of “test and learn” techniques. Adjustments are made to a website in stages and we closely monitor the results of each change to identify what does and doesn’t help to improve site performance. With the end goal being to increase conversions. These changes can include features such as:

  • Improve the visual design of your site: People are much more used to clean, uncluttered sites than they used to be. A poorly designed web page or site can sometimes reduce the trust of potential customers
  • Increasing the visibility of call to actions: Helping visitors to complete the desired action by making the process as clear as possible and guide them through your sales funnel
  • Creating compelling landing pages and product pages: When web traffic lands on your website or product pages, you need to make it as easy as possible for them to convert
  • Creating compelling content: Written and image content can help to create a relationship with visitors and encourage them to convert
  • Reducing basket abandonment: When a site visitor adds a product to their basket and then doesn’t complete the checkout process
  • Adding social proof: Humans typically follow other humans. Adding or improving customer reviews on your site can help nudge visitors towards completing your desired action
  • Test, don’t guess: Our CRO specialists A/B test changes before committing them to your site to help make sure that you always benefit

Why is conversion rate optimisation important?

CRO is really important. By optimising for conversions you can lower the cost of acquiring customers as well as potentially increase the value of existing visitors.

Conversion rate can always be worked on and further improved and by making small changes here and there you can also improve the experience that users have on your site, while also improving return on investment as well.

We’re a friendly bunch

Want to get the ball rolling? Then leave your details and we’ll be in touch to discuss how we can help grow your business online.

  • We’re ready to listen to your needs and would like to talk about how we can grow your business online.