Master the science of conversion rate optimisation

An isometric illustration showing people walking around a shop and browsing digital products showing the benefits of conversion rate optimisation.

Conversion Rate Optimisation (CRO) is the process of maximising conversions from existing traffic. For example, if you get 1,000 visitors per day on average, and have a 1% conversion rate, that means 10 of those visitors will convert. CRO is the process of trying to optimise your site, to improve that rate of conversion to 20 users (2%) for every 1,000 visitors on average, for example. The success of your ecommerce website depends on mastering CRO.

Imagine that you’re the owner of your town’s first supermarket and you notice that your large store is selling less impulse products (think chocolate and soft drinks) per customer than your smaller corner shop competitors. This is despite your supermarket offering a much larger and higher quality selection. Why would this be the case?

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Jamie Murphy is a Budapest-based frontend developer and CRO consultant.