Conversion rate optimisation: more customers from the same visitors
Conversion rate optimisation makes sure more of your website visitors do what you want: call, request a quote, book or order. You do not need more visitors for that, but a website that works better. Growetic finds out where visitors drop off and improves those points step by step. You deal with Dimitry, who does the research and the changes himself.
What is conversion rate optimisation?
A conversion is any time a visitor does something that has value for your business. Which action that is differs per website. For a webshop it is an order, for a service provider a quote request or phone call, for a rental company a booking.
Conversion rate optimisation, or CRO for short, is the work of increasing that number. You find out why visitors do not do what you hope, and you remove the obstacles. That is not done on gut feeling, but based on what you measure: where visitors come from, which pages they view and at what point they drop off.
Examples of conversions you can measure:
- A completed contact or quote form
- A click on your phone number or WhatsApp button
- A completed order or booking
- A newsletter sign-up or a download
- An intermediate step, such as adding a product to the basket
How to calculate your conversion rate
The conversion rate is the percentage of visitors who convert. You calculate it like this: the number of conversions divided by the number of visitors, times 100. If your website gets 2,000 visitors and 40 enquiries in a month, your conversion rate is 40 / 2,000 × 100 = 2 percent.
That immediately shows why conversion rate optimisation can be worth the effort. Suppose the same 2,000 visitors deliver 60 enquiries instead of 40. Then you have 20 more enquiries a month, without spending a single euro more on advertising. This is an example calculation, not a promise: what is possible for your website depends on your industry, your offer and how your site works now. There is no fixed good conversion rate either: compare your site mainly with itself.
What we examine on your website
Visitors rarely drop off for one big reason; usually it is a build-up of small hurdles. This is where we look first.
Speed
A slow page loses visitors before they have seen anything, especially on mobile. We measure the loading time and look for what is holding the site up: heavy images, unnecessary scripts or a slow server.
Forms
Every field is a reason to stop. We check which fields are really needed, whether error messages are clear and whether the form is easy to fill in on a phone.
Buttons and next steps
Does a visitor know on every page what they can do next? Does your main button stand out, does its text say what happens, and are there not five buttons competing for attention at once?
Trust
People only get in touch once they trust you. Are your contact details, real photos, reviews and prices in the place where a visitor hesitates?
Mobile
Many visitors only ever see your site on their phone. Is everything readable, are buttons big enough and can you call with one tap?
Copy and offer
Does a visitor understand within a few seconds what you do, for whom and what it costs? Vague copy leaves visitors searching, clear language lets them choose.
How Growetic approaches conversion rate optimisation
Every website is different, so the approach is too. This is how it usually goes. The difference from a large CRO agency: at every step you deal with Dimitry, who also does the work himself.
- 01
Measure properly first
Without reliable figures, every change is a guess. We check whether your analytics is set up correctly and whether forms, clicks on your phone number and orders are actually being measured. If not, we set that up.
- 02
Find where visitors drop off
Using the figures and our own walk-through of your site, we look for where visitors leave: on which page, at which step, on which device.
- 03
Improve in order of priority
You get an overview of what can be improved, ranked by expected impact and effort. Quick wins first, bigger changes after. You decide what we implement.
- 04
Test and compare
Where there are enough visitors, we test a change with an A/B test. For smaller sites, we compare the figures from before and after the change. That way you can see what a change has done.
- 05
Report and continue
You hear in plain language what we have changed and what the figures show afterwards. Then we choose the next step together.
A/B testing: when it makes sense and when it does not
In an A/B test, half of your visitors see version A of a page and the other half see version B, for example with a different heading or button.
Because both versions run at the same time, you know that a difference in conversions comes from the change and not from the season or a promotion.
An A/B test does need enough visitors and conversions to mean anything. With a few hundred visitors a month, a reliable test often takes too long. In that case it is smarter to remove the obvious hurdles first and follow the effect in your analytics.
Conversion rate optimisation or more visitors first?
Sending more visitors to a website that delivers little is like pouring water into a leaking bucket. That is why it often pays to look at your conversion first, and only then buy extra traffic with Google Ads or build it up with SEO. Every improvement in your conversion makes those visitors worth more.
It also works the other way round: with very few visitors there is little to measure, and findability is the first step. If your website is so outdated that individual improvements no longer help, having a new website designed is sometimes the fastest route. After the quickscan you will hear honestly which order suits you.
How much does conversion rate optimisation cost?
The price for conversion rate optimisation is on request. How much work it is depends on the size of your website, the number of visitors, whether your tracking is already set up correctly and how much you want changed for you. After the quickscan and a short call you receive a proposal with a fixed price, so you know in advance where you stand.
The free quickscan also gives your website a score for conversion, alongside findability, technical health and speed. That shows you straight away whether this is where your biggest opportunity lies. You can find the prices of all other services on the pricing page.
Frequently asked questions about conversion rate optimisation
What is conversion rate optimisation?
Conversion rate optimisation is improving your website so that more visitors take a desired action, such as making an enquiry, calling or ordering. You measure where visitors drop off, remove the hurdles and check whether it works. The goal is more customers from the same number of visitors, instead of just sending more visitors to your site.
What is a good conversion rate?
There is no fixed good conversion rate, because it depends heavily on your industry, your price and the kind of action. A webshop with small purchases works differently from a business that sells large projects. So compare your website mainly with itself: measure your current conversion rate and check after every improvement whether it goes up.
What is the difference between conversion rate optimisation and SEO?
SEO brings in more visitors from Google, conversion rate optimisation makes sure more of those visitors become customers. They complement each other. Lots of traffic on a site that delivers little is a waste of your budget, and a site that converts well but does not get found has too few visitors to make a difference.
Do I need a lot of visitors for conversion rate optimisation?
No, but it does determine how you approach it. For A/B testing you need enough visitors and conversions to get reliable results. If you have less traffic, you first remove the obvious hurdles, such as an awkward form or a slow page, and follow the effect in your analytics.
How quickly do you see results from conversion rate optimisation?
That differs per website, and nobody can honestly promise a fixed timeframe. Removing an obvious hurdle can make a difference quickly, while an A/B test usually needs a few weeks for a reliable result. The more visitors your website has, the sooner you can see whether a change works.
How much does conversion rate optimisation cost at Growetic?
The price is on request, because the work depends heavily on the size of your website, your number of visitors and whether your tracking is already set up correctly. After the free quickscan and a short call with Dimitry, you receive a proposal with a fixed price. That way you know in advance what it costs before you agree to anything.
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See where your visitors drop off
Request the free quickscan. You receive an email showing how your website scores on conversion, findability, technical health and speed, even if you do not buy anything. After that, you discuss with Dimitry which improvements will deliver the most.
Start with your web address.
You get a free quickscan: how findable you are, how your site performs and where your opportunities are. Then a short call about what fits.
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