What is Conversion Rate Optimization (CRO)? A Comprehensive Guide

Nowadays, with so many easy-to-use tools out there, pretty much anyone can put together a website. But making it bring in money? That’s a whole different story. A good website is like having the best salesperson on your team. It’s often the first thing your customers see, and it can really sway their decision to buy from you or not. If people aren’t buying from your site, you won’t see any profit. That’s where getting better at converting visitors into buyers, or what is conversion rate optimization (CRO), comes in handy. It’s all about being smart with your online shop.

In this article, you’ll find out what CRO is, discover some top tips and tools, and learn how to tweak your site to start earning more cash.

What is Conversion Rate?

A conversion rate tells you how often people do what you want them to on your website or ad, like buy something, sign up, or fill out a form. It shows how good your site or ad, possibly created by a freelance Shopify developer, is at getting visitors to act. To find it, you divide the number of times people do the desired action by how many visited your site or saw your ad, then multiply by 100 to get a percent. For example, if 50 out of 1000 visitors buy something from your website, your conversion rate is 5%.

The conversion rate for the website, in this case, would be 1%. This means out of every 100 visitors to the site, 1 ends up buying a product.

Given data

Total_visitors = 1000

conversions = 10

Calculating the conversion rate

conversion_rate = (conversions / total_visitors) * 100


CR = (10/1000)*10 = 1 percent

What is Conversion Rate Optimization?

Conversion rate optimization (CRO) is about making changes to your website or ad to increase the chances that visitors will do what you hope, like buying something or signing up. It’s like tweaking and testing different parts of your site or ad to make it more convincing and easy for people to take action.

You might change how things look, the words you use, or how easy it is for people to find and do what they want. The goal is to get more people to take the action you want, which can lead to more sales, more sign-ups, or whatever goal you have in mind, without needing more visitors.

If your website convinces 2 out of every 100 visitors to do something you want, like buy something, that’s a 2% conversion rate. Say your website gets 1,000 visitors a month. That means you normally get 20 people doing what you want them to each month.

If you make your website better—like making it easier to use or more appealing, possibly with the help of a web designer in the UK—so now 4 out of every 100 visitors do what you want, your conversion rate goes up to 4%. With the same 1,000 visitors coming to your site, you’ll now get 40 people doing what you want every month. So, by just improving your site, possibly with the expertise of a web designer in UK, you’ve doubled the number of people buying something or signing up, without needing more visitors.

Best Benefits of conversion rate optimization

Making your website better can really help you:

  • Earn more money: By getting better at making visitors buy or sign up, you don’t need to spend more on ads or get more visitors to make more money.
  • Understand what customers want: You learn what works and what doesn’t for your visitors. This helps everyone in your team, from the people making your products to those helping customers.
  • Beat the competition: If your website is easier and nicer to use than others, more people will want to use it instead of going somewhere else.
  • Reach your goals easier: Whether you want to sell more, get people more interested, or make your brand well-known, improving how your website works can help you do this without needing more people to visit it.

In simple terms, making your site better at turning visitors into buyers or fans can make a big difference for your business.

How to Boost Conversion Rate Optimization: Key Steps 

Making your website better with CRO makes it nicer for people to use. Here are the main ways CRO helps improve your site for visitors:

  • Design: Make your site look good and easy to navigate.
  • Mobile First: Make sure your site works well on phones, as lots of people browse on them.
  • Good Content: Write content that’s useful and interesting to your visitors.
  • Call to Action (CTA): Use clear messages that tell visitors what to do next, like “Buy now” or “Sign up”.
  • Forms: Keep forms simple and easy to fill out.
  • SEO (Search Engine Optimization): Help your site show up in search results so more people can find it.

Improving these areas can make a big difference in how people feel about your site and can encourage them to take the actions you want.

Steps to Improve Website Conversion Rates

Here’s how you can get more people to buy things from your Shopify store or take action on your website:

  • Know Your Visitors: Find out what the people coming to your site like and need. Ask them through surveys or look at website stats.
  • Make Finding Things Easy: Your store should be easy to look around. Keep everything neat and easy to find.
  • Make Your Product Pages Great: Use clear pictures and descriptions for what you’re selling. Tell them why it’s awesome and how much it costs.
  • Keep Buying Simple: Don’t make it hard for people to buy things. Fewer steps to check out are better. Let them pay in different ways.
  • Use Good Pictures and Videos: Show off your products with nice photos and videos. It helps people see what they’re buying.
  • Show Reviews: When new customers see that others love your products, they’re more likely to buy too.
  • Help Out With Chat: If someone has a question, be there to answer it right away with a chat feature.
  • Think About Phone Users: Lots of people shop on their phones. Make sure your store looks good and works well on mobile.
  • Try Different Things: Test out changes to see what helps sell more. You can try two versions to see which one people like better.
  • Make It Urgent: Sometimes, telling people an offer won’t last long or that there’s only a few left makes them want to buy quicker.

By doing these things, you can sell more on your Shopify store. Just keep it all about what your visitors need and like, and always try to make things better based on what works.


What Do High and Low Conversion Rates Tell Us?

A high conversion rate means your website is doing a great job at getting people to do what you want them to do, like buying something. This is good because it can make you more money and show that your visitors like what they see.

It also means you’re giving your visitors exactly what they’re looking for, which can make them trust and like your brand more. This can lead to them coming back and buying more over time.

But, a low conversion rate might mean there’s something wrong with your website, like how it looks or works, that’s stopping people from doing what you want them to do.

How Long to Run Tests for Better Website Sales?

Testing in a hurry doesn’t work. You need to be patient!

What’s really important is making sure the test results truly show what’s happening, not just how long you test.

Aim to test for at least a week, but two weeks is better. If what you’re selling takes a long time for people to decide on, you might need to test for a month or even longer.

Improve your site or get more visitors: which is better?

CRO tips are helpful, but it’s not good to just do what they say without thinking. CRO is really about knowing who comes to your site and what they like.

These tips are usually things that have helped other websites. But, you can’t be sure they’ll work for you until you see how your visitors respond.

You should:

  • Look closely at your own visitors and decide what’s best for your brand.
  • Try out all sorts of ideas, even if they’re different from what everyone else is doing.
  • Pick the strategies that work best for you.

What Do High and Low Conversion Rates Tell Us?

The main point of making your website better at turning visits into sales (CRO) is to get more value from the people already coming to your site, without needing to attract new visitors.

Trying to bring in new visitors usually costs more money and takes more work. So, if you don’t have a big budget, focusing on CRO is a smarter way to boost your sales with less effort and money.

But remember, to really see if your CRO efforts are working, you need a good number of visitors. If your site gets less than 5,000 visitors a month, the test results might not be reliable. In this case, your first step should be to get more people to visit your site, not working on CRO.

Adeel Zaighum
Adeel Zaighum