Introduction

Whether in B2B or B2C, your customers« journeys are becoming increasingly digital and complex with a "customer Tripin perpetual evolution, integrating new channels. 

In this context, solely focusing on traffic acquisition is no longer enough. The priority challenge must be to turn your visitors into customers or prospects. This is where CRO comes in: Conversion Rate Optimization. This approach aims to optimise the conversions generated. 

The objectives assigned to a website can vary: signing up for a newsletter, requesting a quote, online purchase, etc. The approach remains the same: how to ensure a visitor converts as easily and as quickly as possible.  

In this article, we will present the key steps for implementing an effective CRO strategy. 

 

Understand and analyse your website's current performance in terms of conversion.

Before diving into optimisation, it is essential to thoroughly understand where the friction points and opportunities for improvement lie on your website. Here's how to proceed: 

Measure current performance 

• Start by clearly defining one or two objectives to optimise: form conversion rate, e-commerce conversion rate, etc. 

• Set up dashboards to track your key indicators: conversion rate, bounce rate, time spent on site 

• Analyse your users' journeys by identifying the paths that convert and those that don't 

Identify the friction points 

• Analyse the pages that are underperforming in terms of conversion contribution or exit rate. 

• Examine your underperforming conversion tunnels in detail, page by page, section by section. It's possible that a field in a form is off-putting and causing conversion rates to drop. 

• Analyse the clicks made on the key pages of your journey to identify non-optimal areas or CTAs  

Segment your audience to refine your analysis:  

• Study performance by traffic source: is a traffic acquisition lever underperforming or overperforming? 

• Analyse visits and conversions by device, device type (mobile, desktop, tablet) to identify anomalies on a version of your site or a less fluid user experience on a device type.  

• Compare the journeys based on your customer typologies (segments, clusters, scores, etc.) 

Listen to your visitors :  

• Implement a feedback management approach by surveying your visitors about their points of satisfaction and dissatisfaction with the site. 

• Collect user feedback via pop-ins on certain areas of your website 

📌 Concrete example :

A retailer has identified that 40% of visitors abandon the funnel at the basket page without completing their purchase. By observing the funnels by device, they have detected that the checkout button is difficult to access on mobile. 

 

Define and prioritise your areas for improvement

🎯 A CRO approach is based on experimentation and continuous improvement. After analysis, the correction phase is essential to optimise user journeys and experience. 

Formulate concrete steps 

Based on your prior understanding, you will be able to identify areas for improvement and therefore formulate hypotheses that will need to be tested. 

• Example: “Reducing the number of fields in the form will increase the submission rate”. 

• Prioritise the hypotheses based on potential impact and ease of implementation. 

Back to basics: look after your website's UX  

• Simplify your design and clarify your messages 

• Ensure the navigation is intuitive 

• Check that your website is perfectly suited to mobile devices 

Improve the key elements 

• Optimise landing pages with a clear structure, catchy headlines, and engaging visuals. 

• Rethink your forms in a simplified and progressive way. 

• Work on your calls to action (CTAs): their placement, colour and text. 

📌 Concrete example :

A service company offering consulting assignments notes that only 15 %of visitors complete its quote request form. After analysis, it identifies that the «Phone number» field causes the most drop-offs. By making it optional, the conversion rate increases by 25 %. 

Test the impact of your corrections 

🎯Testing allows us to validate (or invalidate) hypotheses with reliable data. 

Set up an A/B testing process  

• Compare version A and version B on a key element (button, title, form, etc.). 

• Ensure you test only one element at a time to isolate the effects. 

• Use reliable A/B testing tools compatible with your Web Analytics solution  

Analyse the results and iterate 

• Define your success criteria in advance to know when to stop a test and consider a version a winner 

• Wait until you have statistically significant data 

• Make your decisions based on data rather than intuition; adopt a data-driven approach. 

📌 Concrete example : 

A media outlet is testing two versions of its subscription page:
🔹 Version A botón «Empieza tu prueba gratis»
🔹 Version B Try without obligation button«
After 2 weeks, version B converts 18 % more visitors. 

 

Implement a continuous improvement process

🎯 CRO is not a one-off action but a continuous process that requires regular adjustments. 

Follow your performance regularly 

• Define the KPIs to monitor after each optimisation  

• Do not neglect the importance of a performance tracking dashboard. 

Document and capitalise 

• Keep track of all your tests and their results 

• Gradually build your repository of best practices 

• Share the learnings with your teams 

Conclusion 

The CRO process is a methodical one, based on data analysis, experimentation, and continuous improvement. It allows you to optimise your website's performance in a rational and measured way, without relying on intuition or trends. 

To get started today, we advise you to: 

1. Identify a priority objective to optimise 

1. To put in place the necessary measurement tools 

1. Start with a simple test on a key element of your website 

💡 Ready to boost your conversions? Discover how Smartprofile can help you today!