CRO Agency

CRO stands for Conversion Rate Optimisation. It’s the process of closing the gap between the number of visitors you get vs. the number of those visitors that actually complete the action you want them to. In terms of numbers, you get the success rate percentage by dividing the number of conversions by total visitors, then multiplying by 100. 

Traffic is a huge component of any marketing channel, from organic search with SEO to paid campaigns across Google and Meta. CRO focuses on what you actually do with that traffic once a visitor arrives at your website. It combines technical and creative analysis, pairing testing with trust signals that make it easy to navigate through your website, while also reassuring your prospective customers that you’re a business they can rely on.

A CRO agency like the team at Reform will start by getting to understand you, your goals, and who your ideal customer is. Next, we’d go through your website with a fine toothed comb to understand what works, what doesn’t and do split testing to see which optimisations will actually have the greatest impact. The ultimate goal is to make the path from entry into your site through to converting (whatever that looks like for you) is smooth, seamless, and gives the right context and information that someone who’s just discovered your business needs. 

There’s a lot to gain when it comes to CRO: 

• The primary purpose and biggest benefit from a well-crafted CRO strategy is gaining a higher conversion rate
• CRO helps every dollar go further by improving ROI, making it a smart option to pair with your other marketing efforts and channels
• There’s no guesswork, CRO is backed by data and logic and can be tested (and re-tested) until you know what works best for you and your business
• You cultivate loyalty within your visitors, shifting first-time buyers into lifelong customers by improving how people actually experience your site 

The benefits of CRO compound over time, so the sooner you start, the greater the benefits you stand to gain. 

CRO acts as the glue that sticks all your other marketing efforts together. From organic traffic from copywriting to paid campaigns and email marketing, no matter how your customers find your website, you’ve made the right environment for them to convert.

The process of how CRO is implemented on your website will look different from anyone else, but the logic behind it follows a similar pattern. 

First, we start with you. We’ll get an understanding of your goals, current successes and learn where you want to go next. We’ll also get context about who your customer-base is. 

Next, a comprehensive website audit. We’ll go through the entire customer journey and look at what works, what needs changing, and understand where the process is falling down. This can include things like slow loading time, to confusing navigation that causes people to click away. 

Once we know you and your website, we’ll get to work on building a custom CRO strategy. This looks different for every client, but often includes redesigning specific pages, changing the navigation on your website, improving the user experience, adding trust signals, or optimising for mobile. 

A theory is only a best guess without evidence, which is where A/B testing and heat mapping comes in. Instead of changing everything, we complete split-testing to see what performs better before implementing it on a wider scale. 

Analysis and ongoing optimisation continue after the changes have been introduced to see how things are going. We’d be looking at things like where your traffic is coming from, how users interact with your website, and see what the trends in conversion rate are. 

The nature of your website, what needs to be changed, and who your customer base is will all impact how quickly you see results, so there isn’t a fixed answer here. Ultimately, CRO is centred around improving the conversion rate of the traffic you already have, not chasing more of it, so the value builds steadily rather than overnight.