Conversion Rate Optimisation (aka CRO) is one of those terms which to a lot of people probably brings to mind concepts such as A/B or Split Testing and seeing what layout, text, colours, etc seem to have a better outcome.

But let’s leave all that aside for a minute and let’s look at the substance and reality of things. Conversion in the context of the web is the process of converting a website visitor into someone who performs your goal/objective (eg. enquiry, sale, download, and so on). It is supposed to be a structured and systematic approach to improving the performance of your site (in terms of outcomes) through informed insights (usually Analytics), user feedback and traffic analysis.

So, aside from the technical aspect of the process which may include programming, analytics and more there is a simple and basic principle you can follow to ensure that you’re on the right path. That is that your site has to answer 3 questions the minute it loads, without the user scrolling or clicking anywhere when your site loads:

  1. Where am I?
  2. What do you want me to do?
  3. Why should I do it?
I will use Skype’s old website to illustrate how this applies in practice. The text used below is approximate and is used just as an example:
  1. Where am I?=> Online chat software
  2. What do you want me to do?=> Download Now
  3. Why should I do it?=> Talk for FREE to all your family and friends
The above make the visitor aware almost immediately of what the overall offering is, it makes clear to the user what he/she should do, and also why he/she should do it. Then if the users is interested in your proposition they will act accordingly, and you by tracking who is proceeding or not tells you what the conversion rate is.

But the above principle is a great start you can make without technical skills, just by thinking a bit more about how you present your business, products or services.

By Denis Kondopoulos MBA MBCS CITP CEng CIM Google-Certified, technical project manager,