Conversion Rate Optimisation

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Once you have started generating traffic to a website, it only makes sense that we make sure it converts into sales. Conversion rate optimisation (CRO) is the process of using analytics and user feedback to improve the performance of your website. CRO can be used to improve any metric on your website that’s important to your business – product sales, new customers, registrations, downloads, quote requests, form completions etc.

At M4B we use a range of tools to analyse website traffic and gain insight into why website visitors are converting, and more crucially, why they are not. Using this information, we can ensure that every landing page, call to action and online form is created to maximise conversions.

Why should you invest in conversion rate optimisation (CRO)?

  • Higher conversion rate = better ROI – If you are paying for some form advertising or online marketing that funnels traffic to your website, a high conversion rate means a better return on that investment (ROI).
  • More cost effective than finding more visitors – It’s also much more cost-effective to convert a higher percentage of the visitors you already have than to attract more visitors. 

The tools we use to test and optimise for conversions?

  • Analytics (Google Analytics, KISSMetrics)
  • User surveys (Survey Monkey, PollDaddy)
  • User testing (, Click Tale)
  • Heat mapping (CrazyEgg)
  • Google content experiments (A/B testing)