8. Conversion Rate Optimisation (CRO)

What is CRO?

Conversion Rate Optimisation: improving a website to increase completed desired actions.

What is a conversion?

A visitor completing a desired action, such as purchasing or registering.

What is a conversion goal?

A specific action a business wants visitors to complete.

What is a conversion funnel?

The stages visitors move through before completing a desired action.

What is landing page optimisation?

Improving a landing page to increase the likelihood of conversion.

What is user experience (UX)?

How easy, useful and enjoyable a website is to use.

What is form design?

The way fields, labels and buttons are arranged in an online form.

Why should forms be simple?

They reduce effort and make visitors more likely to submit them.

What are trust signals?

Elements such as reviews, testimonials and security indicators that build confidence.

What is user friction?

Anything that makes completing an action difficult, confusing or frustrating.

What is A/B testing?

Comparing two versions of a webpage or element to determine which performs better.

What is conversion rate?

The percentage of visitors who complete a desired action.

How do you calculate conversion rate?

(Conversions ÷ total visitors) × 100.

What is funnel analysis?

Examining each conversion stage to identify where visitors leave.

What is a conversion barrier?

Anything preventing a visitor from completing the desired action.

How can a business reduce user friction?

Simplify navigation, shorten forms, improve page speed and clarify instructions.

How can a landing page build trust?

Display customer reviews, testimonials, contact details and secure payment indicators.

Why should a landing page have a clear CTA?

It tells visitors exactly what action to take.

Why should landing pages avoid unnecessary distractions?

They keep visitors focused on the main conversion goal.

What is an example of CRO?

Changing a confusing checkout button and testing whether more customers complete purchases.