What Is Conversion Rate Optimization [And Why It’s Essential]

If you’re running a business in 2021 and beyond, you’ll need conversion rate optimization (CRO) to increase your sales and enjoy a steady stream of customers. Even if you’re a brick-and-mortar shop, it is crucial to have a solid online presence, as it helps spread the word about your business and draws visitors from far and wide. While you can attract potential customers with an advanced search engine optimization or SEO strategy, you’ll need to convert visitors into paying customers, where conversion rate optimization comes in handy.

Visitors don’t always translate to sales. Getting many of them is important, but if they don’t buy your products or services for various reasons, you won’t benefit from the increased attention your business is getting. To solve this problem, you’ll have to combine conversion rate optimization with SEO, encouraging more leads to convert after visiting your website. Here’s what you need to know:

What is Conversion Rate Optimization?

To understand conversion rate optimization or CRO, you’ll need to know what conversion is. It is when a website visitor becomes a lead by giving you their contact information through submitting a sign-up form or by becoming a paying customer through purchasing your products. Conversion rate is the percentage of your website visitors that convert to leads or customers. A high conversion rate means that your digital marketing efforts are successful and offer an excellent user experience, which means you’re getting increased traffic from people who are very interested in what you have to offer.

Conversion rate optimization is the process of improving your website and optimizations. These include giving your users an even better browsing experience, encouraging people to take a specific action such as leave their contact information, make your website easily browsable, and nudge people into buying from you. Focusing on all of these will bump up your conversion rate and increase your return on investment.

Why is CRO important?

Google trends data has observed CRO as increasingly important in a world that heavily relies on the digital sphere. Superior customer experience has become the driving force behind a business’s success. Improving a website to enhance user experience will help companies gain the competitive edge they need to succeed. It’s also the quickest way for a business to hike its profits, as CRO focuses on enhancing what you already have instead of making you create something new.

What are the Best Practices of CRO?

If you want to get started on CRO, there are a few things you’ll need to do. The first is to upgrade the user experience you currently offer to your website visitors, as your customers will ultimately decide whether or not you are successful. For this reason, making changes that improve your customers’ overall experience with you will vastly improve conversion rates.

For instance, practicing clear communication will make your customers feel taken care of and heard, so it’s important to answer questions your prospective customers may have about your company. Provide clear answers on your website about what you do, why your customers should care about you, how you can prove your business promise to them, and where they can start engaging with you. Additionally, provide as few fields on forms as possible, as prospects will be less likely to fill them out when they’re too many.

Displaying testimonials on your product pages is a great way to boost conversions since it tells website visitors that other people have had a great experience with these items. People often look for social proofs as a reason to trust you, such as customer reviews, social signals on social media, uploading your ISO certificates, and awards from reputable companies.

Humans are visual by nature, which means that your website design and copy must appeal to them for them to like you. Be sure to maintain a well-designed website with witty, engaging copy that resonates with your target audience to boost their chances of buying your product.


Focusing on conversion rate optimization is vital for increasing your sales. By following our guide, you’ll convert your website visitors into paying customers, improve your revenue, and make more breakthroughs in your business.

GHAX Digital Marketing is a digital marketing company offering SEO, Google Ads, content marketing, and many more services. Our tailor-made strategies can help your business turn your marketing dollars into cash flow, allowing you to skyrocket your growth so you can focus on running your business instead of generating traffic. Contact us today to find out how we can make that happen for you!

Share this post

Antonio Calabrese GHAX

Hey, I’m Antonio Calabrese, Founder at GHAX. We love working with businesses who are serious about growth.

If that’s you, get in touch and be 1 of 20 this month to claim a free marketing strategy session.

ghax review
Simple Guide to Understanding SEO