Some businesses try to fix sales problems by continually increasing their ad budget, when the real cause is the website itself. Conversion rate optimisation (CRO) is the process of systematically improving your website or landing page to increase the share of visitors who take the action you want, such as buying or filling in a form, without increasing traffic at all.
Where should you start?
Before changing anything, look at real data to see which pages customers drop off from most, using tools such as heatmaps or session recordings. Then form a hypothesis about the possible cause, such as an unclear buy button or pricing information buried too deep.
Test before you believe; don't guess
Once you have a hypothesis, test it with a real A/B test before rolling it out across the site, because what you think is better doesn't always work in practice. Doing CRO continuously in small steps usually delivers better long-term value than simply increasing your ad budget.
Elements to test first
The elements that usually affect conversion rate the most are the main headline, product images and the position of the call-to-action button. Start by testing the most impactful element one at a time rather than changing the whole page at once, or you won't know which change caused the difference in results.