Business Advice

Why Conversion Rate Optimisation is important for your website

- July 22, 2022 4 MIN READ
website conversion entry and exit points

You’ve probably heard that you need to optimise your website for conversions, but what does that mean? And why is it so important? Digital marketing and strategy expert, Adam Stewart explains.

Right off the bat, Conversion Rate Optimisation (CRO) is one of the most effective ways to improve your website’s performance which helps increase your conversion rates. With this, you can achieve significant increases in revenue and profitability.

And it doesn’t require expensive changes or major overhauls – often just small tweaks can make a big difference.

Defining Conversion Rate Optimisation

In a nutshell, CRO is the process of making your website more effective in driving conversions – that is, encouraging your target audience to complete the desired action you want them to fulfil. This can be anything from signing up for a newsletter to making a purchase.


To do this, you need to make changes to the design, content and navigation of your site. In other words, you need to create a user experience that is optimised for conversions. So if you’re looking to increase your website’s conversion rate, CRO is the way to go.

Why Conversion Rate Optimisation is important

If you find yourself still undecided whether or not you should sit down and take the time to craft the ideal conversion rate optimisation tactics and strategies, here are five reasons why you should get started on it as soon as possible.

Graph with shopping cart graphics to show sales growth

1. Higher conversion rates lead to more business and revenue

Conversion rate optimisation is important because it leads to more business and revenue. Just as what was mentioned above, when a website is optimised for conversions, it becomes more effective at turning visitors into customers. As a result, businesses see an increase in sales and revenue.

In order to achieve optimal results, it is important to carefully test and measure different elements on the website that could affect conversion rates. This could include things like the design, layout, copy, call-to-actions, and overall user experience.


By constantly testing and improving these elements, businesses can ensure that they are maximising their chances of converting visitors into customers.

2. Improved user experience and satisfaction

Not only can conversions take place when the proper CRO tactics are applied, but conversion rate optimisation can also lead to a better user experience and satisfaction.

This is because when a website is optimised for conversions, it becomes more effective at meeting the needs and expectations of users. With this, users have a more positive experience and are more likely to be satisfied with the website.

To see some sort of success in this avenue, you’ll need to thoroughly understand your customers and visitors as well as do some split testing or A/B testing to determine what they prefer and which elements are not effective at all. For example, the design and copy for your newsletter may drive conversions but your lead magnets fail to drive any return due to poor call-to-actions, or that the page they are on has a slow loading time.

3. Helps you understand what’s important to your customers

As you go further along in identifying what strategies or tactics to implement in order to increase conversion rates, you’ll be able to determine what’s truly important to your customers and what’s working well for your business.

Ultimately, this can help you make more informed decisions about your business and how to best serve your customers.

oman clicking buy now button on phone

4. Identify areas that need improvement

At this point, we can all agree on how important conversion rate optimisation is for any business. And one of the key things that CRO does is help identify areas of a website that need improvement. This can be anything from the design, to the copy, to the user experience. By identifying these areas, businesses can make specific changes that will lead to a higher conversion rate.

For example, let’s say that your website’s design is outdated and not user-friendly. This will lead to a lower conversion rate because users will be less likely to stay on your site and convert. However, if you implement CRO practices and make specific changes to the design, you will see an increase in your conversion rate.

It’s important to note that CRO is not a one-time fix. It’s an ongoing process that should be continually implemented to see the best results. By making small changes and constantly testing, you can ensure that your website is always performing at its best.

5. Helps establish a basis for your next steps

Once you have identified the tactics and strategies that actually work when it comes to optimising your website, you can ensure the next time you implement specific activities or initiatives, that you are getting the most website traffic from your ideal customers or target consumers.

Conversion rate optimisation can help you to track how well your website is performing, increase revenue, identify areas where improvements need to be made and more. By utilising CRO, you can ensure that your website is performing at its best and that you are making the most of whenever a potential customer visits your website.


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