How to increase conversion rate optimisation

If you want to improve your website’s conversion rate (CRO), focus on helping people do what they came to do. Get rid of the friction. Make things easier. The goal is to get more users to take action, like buying something or filling out a form.

Here is a breakdown:

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1. Start by understanding your users

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Set clear goals

First, know what counts as a conversion. Is it a purchase? A form submission? A button click? Define it so you can track it.

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Look at how users behave

Use tools like heatmaps or session recordings. Find out where people click, how far they scroll, and where they stop. That shows you what’s working and what’s not.

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Ask for feedback

Talk to users. Use short surveys or support chats. See what confuses them or slows them down. Most of the answers come from them, not the numbers.

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2. Fix the basics on your site

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Speed

Slow sites lose people. Test your site speed and fix what’s slowing it down. Use smaller images. Cut out extra scripts.

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Mobile

Lots of people are on phones. Your site should work well on small screens. Buttons should be easy to tap. Text should be easy to read.

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Navigation

Make it simple to find things. Use short menus. Clear labels. A search bar if needed.

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Checkout

Keep checkout short. Remove extra steps. Don’t force people to create an account. Make it easy to fix mistakes.

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Call-to-action

Be clear. Tell people what to do next. Say “buy now” or “get started.” Place buttons where people can see them.

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Visuals

Use good images. Show different views of the product. If needed, use a short video to explain things.

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Product info

Don’t try to sell. Just explain. List features. Say what it does. Answer questions.

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Trust

show you’re legit. Add reviews. Use security badges. Show your return policy.

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Personalization

If you know what a user likes, show more of it. Suggest products. Use past behaviour to improve their experience.

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3. Use basic CRO tools

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a/b testing

Test one set of data at a time. Like a new headline or button colour. Keep the version that works better.

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Personalization

Show different users different content based on what they like or do. That allows them to find what they want faster.

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Social proof

Use reviews and testimonials. People trust what others say more than what you say.

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Retargeting

Remind people who left your online store. Show them ads or offers. Sometimes they just need a second chance.

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Live chat

Some users have questions. Let them ask. Live chat can allow for them to decide faster.

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4. Improve often

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Focus on high-traffic pages

Start with the pages most people see. Like your homepage or landing page. Small changes there make a big difference.

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Test regularly

Don’t just guess. Test ideas. See what works. Change one thing, check results, repeat.

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Don’t expect instant results

This takes time. But if you keep testing and improving, your conversion rate will go up.

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Why users come first

Some people think CRO is about numbers. Like click rates and averages. But that can miss the point.

Real people visit your online store. They have goals. And often they hit roadblocks. Your job is to make things easier for them. Help them trust you. Help them take action.

If you just look at data, you forget the people behind it. And then you miss real problems.

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Summary

CRO is about making your online store easier to use. Help people do what they came to do. Fix what’s broken. Test what might be more effective. Listen to users. And keep improving.

No tricks. No shortcuts. Just small changes that once understood can add up and make your content more discoverable.

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