Conversion rates are based on the amount of traffic your website gets versus the number of conversions it makes. What counts as a conversion will be determined by your website’s goals. Are you looking for leads, sales, or something else altogether? Whenever your website scores whatever you’re after, this will count towards your conversion rate.

The formula for a conversion rate is calculated by dividing the total number of conversions from the total number of visitors, and then multiplying the result by 100.

e.g. Say your website’s goal is to generate leads. If your website has 1000 monthly visitors, and 50 of those convert to leads, your conversion rate would look as follows:

• (50/1000) x 100 = 5%

Conversion rate optimisation (CRO) is the process of enhancing the percentage of website visitors that carry out the desired action (a.k.a. converting) on a website.

There's no point in attracting leads if you never convert. Whether that's making a purchase, signing up for a newsletter, or filling out a contact form, CRO is designed to get you there. It involves constantly testing and tweaking various elements on your website, from the layout and design to the language and call-to-actions, to improve the overall user experience and increase conversions.

As a leading global digital marketing agency, the CRO specialists at First Page use world-class CRO tools including:

• Hotjar

provides insights into the online actions and behaviour of your audience. It can provide a heatmap, session recordings and incoming feedback.

• Optimize

facilitates A/B tests to make comparisons between different page performances, based on a targeted objective

• Visual Attention Software (VAS)

makes predictions regarding what users will see upon their first interaction, allowing marketers to position themselves as the customer

• Google Analytics

provides a suite of information regarding how your audience discovers and interacts with your website

• AnswerThePublic

a resource for keyword research that indicates what the most popular user search questions are

The first thing you need to get started with CRO is data. Without analysing the current behaviour of your website visitors, it will be difficult to identify areas for improvement. This can come from tools like heat maps, scroll maps, user recordings, and A/B testing.

You should have a solid understanding of your audience, their wants and needs, and what prompts them to take action on your site.

Good CRO takes time and expertise, so we recommend reaching out to CRO specialists, as they have access to professional CRO resources and can explain the processes and data more clearly.

The truth is, traffic numbers can be inflated with the click of a button. More visitors may look good on paper, but what matters the most is converting those visitors into customers or subscribers. That's why we recommend that you prioritise conversion over traffic, which will increase the value of each website visitor.

For example, if you were to increase traffic to 100 monthly visitors and optimised your site to receive 6 conversions in that month, your conversion rate would increase from 0 to 6%.

We focus on creating meaningful, smooth experiences for users that encourage them to take the desired action on your site.

Conversion rate optimisation is important because it enables you to increase the value of the customers and visitors you already have while decreasing the cost of client acquisition. When you optimise your conversion rate, it allows you to boost revenue per visitor, attract more clients, and expand your business.

In the fast-paced world of online marketing, it's crucial to make sure that those who come across your page are interested in what you have to offer - or they won't act. CRO is all about analysing and improving your webpage design, layout, and content to turn visitors into buyers or subscribers.

As a leading CRO company, we have a proven track record of helping our clients boost their conversion rates and reach new heights of success. For example, one of our clients, Hertz, saw a 105% increase in online conversions.

First, we will have a consultation with you during which we will discuss your business and build a customised marketing plan to maximise your conversion rate.

Our trained specialists will improve the user experience of your website to increase their chances of taking the desired actions, which will increase the lead generation conversion rate (e.g. increased sign-ups, click submissions, and leads).

Yes, you can do CRO for an e-commerce website, and a strong e-commerce CRO plan can increase your conversions, such as more clicks, sales or registrations.

For example, you can improve your website's CRO by optimising the checkout process, writing succinct product descriptions and making sure your site is mobile-friendly and easy to navigate. No one wants to struggle with a clunky interface or information overload – it will just encourage them to leave and shop elsewhere.

Making minor adjustments can result in a significant increase in revenue.

Anyone with a website or online store needs to consider CRO. Whether you're a small, local business owner just starting out with an e-commerce store, or a corporation with a team dedicated to improving your digital presence, CRO can make a significant difference. As an Award-Winning Digital Marketing Company, we understand that no matter your size or industry, CRO helps increase the number of website visitors who take the desired action—whether it's making a purchase, signing up for a newsletter, or filling out a contact form.

The bottom line is, if you have an online presence, you could benefit from CRO to help boost your revenue. It’s an essential strategy for any business looking to maximize website performance and drive more conversions.

Conversion rates are calculated by simply taking the number of conversions (or actions taken by users) and dividing it by the total amount of interactions with the ad that are associated with that conversion.

For example, the number of conversions during a given time period might be 100 and the number of visitors from your ad could be 1,000. Divide this number, and you find a conversion rate of 10%. Calculating conversion rates is therefore a key metric to test the success of a marketing campaign.

It’s certainly not bad. In most cases, conversion rates range from 2 to 5 per cent. The average in 2022 is around 2.35%. This translates to 1 in 40 site visitors becoming customers, leads, or other conversions. The top 10% of websites convert more than 11.45% of traffic. At First Page, we want to place you comfortably in that top 10%, where more than 1 in 10 people visiting your site are becoming customers. 

Optimising conversion rates is an industry technique to improve websites to meet a particular business objective. Optimising your website helps your business generate more traffic and leads. By analysing your audience in concert with market research and state-of-the-art analytics tools, we can identify customer histories and determine their buyer persona. After that, we'll start a customer profiler project to find out what your customers like about a website.

A major challenge many businesses face is lacking an established strategy at all. Only 39.6% of firms have a CRO strategy that has been rigorously documented internally. We shudder at the thought, but 1 in 5 marketers in 2022 report that they do not follow a CRO process at all! Don’t be part of that group.

Here are 11 common ways to measure CRO performance:

1. Bounce rate

2. Site speed

3. Time spent on website

4. User path

5. Click-through rate

6. Call-to-action conversions

7. Cost per conversion

8. Number of new vs. returning website visitors

9. Device used

10. Frequency of cart abandonment

11. Email marketing growth

    All of these metrics provide valuable insight to test whether or not your CRO efforts are effective. For example, if aspects on your site take too long to load, it will detract from the user experience and result in a high bounce rate.

If you are struggling with your conversion rates, or simply want to see an improvement, we recommend getting in touch with a conversion rate optimisation agency.

The specialists at a CRO agency have the knowledge and resources to analyse your website data and quickly identify areas for improvement. They can develop strategic marketing plans to increase conversions, test new tactics, and track progress. Plus, they have access to cutting-edge CRO tools and technology that can give your website a major boost.

Hiring a CRO agency will also give you more time to focus on other important aspects of running your business.

With a top marketing agency, conversion rate optimisation will often start from around $3500 or $4000. However, the price you pay will depend on several factors, such as the marketing agency you choose, your budget, campaign duration and the services required. Often, CRO is part of a wider marketing campaign that includes services like SEO.

You'd be selling your business short if you were to choose the cheapest CRO agency purely based on cost. It's worth opting for an experienced team that truly knows what they are doing.

If you choose First Page, your mind will be at ease knowing that if you don't see results, you don't have to pay.

The age-old question - does conversion rate impact SEO? The short answer is yes and no. In terms of search engine algorithms, the conversion rate itself may not be a direct ranking factor.

However, conversion rate comes into play in user experience and website engagement. The more conversions a website has, the longer users will likely stay on the site and engage with its content. Rather than overstuffing keywords, user experience and content engagement are key components for driving rankings.

So, while conversion rate may not be an explicit ranking factor, it can certainly contribute to SEO in a very real way.

Some of the most common CRO tactics are:

• Monitoring web analytics

This involves analysing key user experience and behaviour data - including traffic patterns, bounce rates, average time spent on a pages, as well as the quantity and kind of conversions

• Heat maps and click maps

To discover which areas on your website visitors are clicking on and identify behavioural patterns

• Analysing the conversion funnel

Knowing and understanding your conversion funnel can not only help you track the success of your marketing efforts but also help to pinpoint where potential customers may be dropping off and adjust accordingly.

When you optimise your conversion rate it can result in more revenue per visitor, more customers and faster business growth. A conversion can be as simple as adding an item to their shopping cart or filling out a form. For instance, when a landing page's conversion rate is 10% with 1000 users visiting per month, this equates to 100 monthly conversions.

To improve conversions, marketers may try tweaks such as adding clearer calls to action or redesigning the website layout. It's all about making it as easy as possible for users to take that final step and convert.

A CRO test is an evaluation that determines what will impact your conversion rate most when you make modifications to your website. A/B tests are the most popular form of CRO testing, but there are other approaches to obtaining the best result that doesn't require as much traffic as A/B tests do.

CRO testing helps make sure that a website is not only visually appealing but also functional and converting users at the highest possible rate.

Good CRO makes customer acquisition cheaper because it gives users exactly what they want when they want it - and at a cheaper cost to you.

By analysing how users interact with your site and making changes based on those insights, CRO can make navigating your website a smoother experience. This can mean streamlining the checkout process, increasing the visibility of important information, or even just updating the design to make it more visually appealing.

CRO ensures that users have a positive experience on your website - and ultimately, that means better conversion rates for your business.