Website and User Experience

Conversion Rate Optimisation (CRO)

Conversion rate optimization (CRO) is all about making your visitors complete desired actions on your website. We focus on valuable key metrics so that your website generates business success.

We often experience that our customers value how many website visits they get. Many visitors are good, but what determines if your business is successful online or not is what the visitors do or don’t do on the website. 

It’s important to make sure that your website is optimized so that visitors can perform exactly the actions you want them to. This means getting rid of stumbling blocks and making it easy for visitors to understand what they should do.

Journey Agency helps you optimize your website so that visitors know exactly what to do when they arrive at it.

This is How We Work with Conversion Rate Optimization

The goal of conversion rate optimization is to make more visitors convert – such as making purchases, downloading e-books or signing up for newsletters. It’s about increasing the number of actions that lead to a sale. It’s important to ensure that your customers know what to do when they arrive at your site. 

Conversion Rate Optimization Usually Consists of:

  • Optimizing landing pages with clear CTAs (Call-to-Action)
  • Clear message
  • A/B-testing
  • Relevant ads

What is Conversion Rate Optimization (CRO)?

Conversion rate optimization (CRO) increases the percentage of visitors that perform the desired action. CRO is all about optimizing features to increase the number of conversions. To figure out how many conversions you have on your website, we measure something called conversion rate

How to calculate the conversion rate? Well, conversion rate is the percentage of your website visitors that actually complete your desired actions. Often, the goal is for your visitors to complete a purchase. That’s why it’s important to make it easy and intuitive for your customers to shop. 

Web development

What Affects the Conversion Rate?

Whether you have a good or bad conversion rate is affected by several factors, like what type of website you have, what you sell, and what kind of industry you’re in. A great conversion rate for a big clothing brand isn’t necessarily the same for your local plumber. 

We have listed some typical things that affect if people complete your desired actions or not: 

  • Loading time 
  • How the page looks
  • Message and content
  • CTAs
  • How much/what is required of the visitors to convert
  • Quality of content
  • Relevant ads

By analyzing these things, you can increase the number of conversions. Make sure that the loading time on your page is as low as possible. Create an intuitive design with a message, content, and CTAs that give the visitors a clear indication of what they are supposed to do. 

Minimize what’s required of the visitors to convert. Having too many fields with the information needed in the contact field can result in people not finishing their registration.


It’s worth looking at any ads you have running to draw people into your website. The design should make it easy for the user to understand why they are supposed to click on the ad – it must be appealing, intuitive, and not perceived as spam.

In line with conversion rate optimization the ad must correspond to the landing page it leads the traffic to. If you have an online store for clothes and shoes and an ad that advertises shoes, it would not be very conversion-friendly when the ad leads you to a landing page for clothes. Ensure that the ad’s content and visual design correspond to the landing page the traffic is sent to. 

A/B Testing

When you optimize your website for conversions, it’s not written in stone what makes visitors to your website convert. There’s no right answer on what works best. You must test different variations of different elements to find out what makes your visitor complete the desired actions. That’s where A/B testing comes in. 

A/B testing is about testing variables and then using what works best. The term is also often used to advertise online and within web design. Both ads and websites’ A/B testing can include changing the color on a CTA button, and trying different types of text or pictures. A/B testing also includes the placement of different elements – where different buttons show up, how the message is presented, and other factors. 

The best conversion rate optimization tools

Do you have a hard time increasing the percentage of visitors converting? These conversion rate optimization tools can help you improve your conversion rate:


HubSpot has lots of different tools for digital marketing. One of them is an exit-intent form which pops up as visitors are about to exit your site. In many cases, such a popup can be just what is needed to get a conversion. For example, you can remind people to sign up for your newsletter. 

Google Analytics

Research is an important part of conversion rate optimization. Google Analytics is an excellent tool for that. It has been the juggernaut of web analysis tools for years. With Analytics, you can track page views, which URLs get the most traffic, which channels traffic comes from, and of course, different types of conversions on your site.  


Hotjar is used in conversion rate optimization research. With Hotjar, you get heatmaps and screen recordings of your website. You get to see exactly how users interact with your site. The goal is to figure out why they do not convert, fix the issue, A/B test your solution and eventually increase your conversion rate.


SurveyMonkey is a versatile tool that enables you to create elaborate surveys. You can use a survey to get more information about what your users want from your site. Once you have your responses, you can make changes to increase conversions. 

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Conversion-friendly landing pages make it easy for visitors to complete your desired actions and make the buyer’s journey intuitive and straightforward.

Why Start with CRO?

You may still be wondering why you should invest in CRO. The core reason is described above: it contributes to turning website visitors into customers. These are measurable numbers that show your business´ degree of success. 

If you struggle with making people complete their purchases, register for your newsletter, or get leads, this is a good reason to start with conversion rate optimization.

Caroline Hansson, Product Lead SEO

Conversion Rate Optimization with Journey Agency

If you want to see your web and ad numbers turn into business success, we can help you. With a committed team, everything is in place so that you and your business can bring your visitors on a successful buyer’s journey.  

Do you need help with anything else within marketing?

As a full-fledged digital agency packed with deep expertise, we can also help you with several fields within digital marketing. We can help you with:

  • Web development
  • Paid advertising
  • Search engine optimization
  • Web design 
  • Online reputation management

Start your adventure with us today

Contact us today and get help with whatever you need within marketing. We look forward to taking a journey together. 

Get in touch with us today