Why Conversion Rate Optimisation (CRO) Matters
Getting more traffic isn’t always the answer. Often, the biggest gains come from making better use of the visitors you already have. That’s where Conversion Rate Optimisation (CRO) comes in.
Here are five simple fixes that can increase conversions — no extra ad spend required.
1. Make Your Value Clear Above the Fold
When someone lands on your site, they should instantly know:
- What you offer
- Who it’s for
- Why it’s better
Clarity beats cleverness. Keep your headline direct, use a short supporting line, and include a visible call to action (CTA).
Instead of “Unlock New Possibilities”, say “Grow your business online with proven digital strategies”.
2. Simplify Forms and Checkouts
Long forms kill conversions. Every extra field is a chance for someone to drop off.
- Only ask for essential details
- Use autofill where possible
- Show progress bars if the process has steps
After migrated a connected health brand’s platform to Shopify Plus they saw a 20% uplift in completed orders due their user friendly checkout design.
3. Strengthen Your CTAs
“Submit” doesn’t inspire action. CTAs should highlight the benefit of clicking.
- Use active language (“Start saving”, “Get my guide”)
- Make buttons stand out with contrast and white space
- Repeat CTAs across the page so users don’t have to scroll back
Example: Changing “Subscribe” to “Get weekly growth tips” increased sign-ups for one client by almost 30%.
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4. Add Trust Signals Where They Matter
People hesitate when they’re unsure. Trust signals reduce friction.
- Place reviews near CTAs
- Add security icons at checkout
- Show client logos or media mentions above the fold
Example: Highlighting secure payment icons near the checkout button improved conversion rates for an eCommerce site I supported.
5. Speed Up Your Site
Slow pages lose customers fast. Every second counts.
- Compress images
- Limit heavy scripts
- Aim for load times under 3 seconds
Example: After speeding up mobile load times, a brand I worked for saw bounce rates drop by 15% and conversions climb.
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FAQ
- Where should SMEs start with CRO?
- Begin with the pages closest to revenue—your product, service, or enquiry pages. Fix clarity, speed, and mobile layout before testing anything else.
- Which CRO fixes deliver the fastest results?
- Simplify CTAs, cut form fields, make your value proposition obvious, and remove distracting content. These small changes often lift conversions within days.
- Do I need specialised tools for CRO?
- No. Use GA4, Search Console, and session recording tools like Microsoft Clarity or Hotjar. The insights matter more than the toolset.
- How long before I see results from CRO changes?
- Simple UX and copy fixes can improve conversion rates within a week. A/B tests or redesigns take longer—typically one to two business cycles.
- How do I know which CRO ideas to prioritise?
- Use data and impact scoring. Rank fixes by effort vs. potential gain and start with high-impact, low-effort changes before testing complex ideas.
The Takeaway
CRO isn’t about guessing — it’s about making small, evidence backed improvements that add up to big results. Start with these five fixes before spending more on traffic.
Want to go deeper into building loyalty? Read our post on Lifecycle Emails for Customer Retention.