What is conversion optimization?

Door Diego Nijboer gepost op November 6, 2021

Conversion Optimization (CRO = Conversion Rate Optimization) is the process of increasing the percentage of users who perform a desired action on a website. Desired actions can be: buying a product, clicking on 'add to cart', registering for a service, filling in a form or clicking on a link. If your conversion rate is 10%, that means that for every 100 visitors to your website, 10 people take the desired action (buy something here).

How does conversion optimization work?

This section discusses what conversion optimization is and how it can be achieved by using techniques such as A/B testing. You start with conversion optimization by ensuring that your website collects the right data, for example heatmaps are created. With a website heatmap you get insight into where the website visitors click, how far they scroll, what they see and what they don't see.

It helps identify the changes that can be made to improve the conversion rate of a particular web page. You want to know what the pain points of the website are, what works well and where potential customers drop out.

You can then use this data to test changes to the website. With A/B testing you are, as it were, testing a new change to the website on half of your visitors. These can be subtle changes such as changing a button color or changing the layout. But also major changes such as the structure of the website change. The advantage of testing big changes is that the results can be seen much faster.

Because you get a lot of data (such as the conversion ratio of both versions of the website), you can then see whether the changes have resulted in more conversions. If the test was successful and it gives better results, you make the changes and that way you are constantly improving the website.

How do you increase the conversion rate?

Optimizing the conversion rate of your website can be done by applying different strategies. Here are some examples:

  1. Change the design or layout of the page to make it more attractive - people are more likely to stay on the page and thus convert if they find the page attractive.
  2. Improve your landing pages so that they offer what people want. For example, if you sell shoes, you may want to provide sizing charts and show photos of satisfied customers wearing shoes so potential customers can see how they fit with your company's target audience.
  3. Create an email marketing campaign that targets people who might be interested in what you have to offer - this will allow you to specifically reach out to the people who have a specific desire.

For the best results, conversion optimization is often a form of improving the user experience by making good use of the data from the A/B tests and heatmaps.

How effective is conversion optimization?

It is difficult to predict how effective a test is going to be, not every experiment is going to produce results. But by working with it you will automatically come across things that do work.

Conversion optimization works best on websites that get quite a few visitors per month, the more visitors you get, the more data you can receive that you can do something with.

Calculation example

For example, if a website gets 2000 visitors per month and the conversion rate is 5%, that would mean 0.05 x 2000 = 100 conversions per month.

For every percentage increase in conversion percentage, in this example that would yield 20 extra conversions per month.

The more visitors a website has, the more revenue the company will lose if they don't already do conversion optimization.


Are you curious about how we do this or are you looking for a conversion specialist? Schedule a meeting to discuss the possibilities!

Artikel geschreven door Diego Nijboer
Tijdens mijn studententijd heb ik mijzelf geprobeerd zoveel mogelijk te ontwikkelen, niet alleen door te studeren, maar ook door veel nevenactiviteiten, cursussen en ervaring op te doen. Naast mijn studie heb ik aan veel verschillende projecten gewerkt, ik heb veel werkervaring opgedaan bij verschillende bedrijven waar ik enorm ben gegroeid, en vervolgens ben ik vanuit passie met dit bedrijf begonnen.

Diego Nijboer

Oprichter & Developer bij LightSpeed-IT
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