Conversion rate optimization (CRO)
CRO is the process of increasing the percentage of website visitors who take a desired action, such as filling out a form, booking a demo, subscribing to a newsletter, or making a purchase. It's one of the most efficient ways to grow: more pipeline from the traffic you already have.
Here are three tactics you can use to boost your CRO and achieve your online goals.
TL/DR shortcuts:
- Test changes the right way
- Optimize your landing pages
- Leverage email marketing
Test changes the right way
A/B testing compares two versions of a page, email or ad to see which performs better. By testing elements like headlines, images, forms, buttons or copy, you learn what actually drives conversions instead of guessing.
Choosing a testing tool
Google Optimize was retired in 2023, and Google Analytics 4 doesn't include its own A/B testing; it connects with third-party tools for reporting instead. Popular options include:
- VWO: visual editor, good for marketing teams.
- Optimizely: enterprise-grade experimentation.
- PostHog or GrowthBook: developer-friendly, with feature flags and generous free tiers.
Whichever you choose, define one clear goal per test (demo requests, sign-ups, sales), change one thing at a time, and let the test run until the result is statistically significant.
What if you don't have enough traffic?
Here's the part most CRO guides skip: A/B testing needs volume. Many B2B sites don't get enough conversions to reach a reliable result in a reasonable time. If that's you, you can still optimize:
- Watch session recordings and heatmaps to see where people hesitate or drop off.
- Talk to customers and sales. Ask what almost stopped them from reaching out.
- Make bigger, evidence-based changes and compare before and after over a longer window.
- Test where you do have volume, such as paid search ads or email subject lines.
Optimize your landing pages
Landing pages are built to capture leads or sales from specific traffic sources: ads, social posts or email campaigns. They're your visitors' first impression of your offer and your brand.
To optimize your landing pages for conversions:
- Use clear, compelling headlines that communicate the value of your offer.
- Use relevant images or video that show your product or service in action.
- Write concise, persuasive copy that addresses your audience's pain points and how you solve them.
- Use clear, prominent calls to action (CTAs) that tell visitors exactly what to do next.
- Use social proof: testimonials, reviews, case studies or logos of trusted customers.
- Keep forms short. Every extra field costs conversions, so ask only for what sales actually needs.
- Make sure the page loads fast and works well on mobile.
- Minimize distractions such as unnecessary links, navigation and pop-ups.
Leverage email marketing
Email is one of the most effective ways to nurture leads and increase conversions. It lets you communicate with your audience directly and deliver valuable content that builds trust.
To leverage email marketing for CRO:
- Build a list of subscribers who have opted in to hear from you.
- Segment your list by role, industry, behavior or funnel stage so each email feels relevant.
- Follow the AIDA model (attention, interest, desire, action): an eye-catching subject line, an engaging opening, clear benefits and proof, and an obvious next step.
- Test subject lines, CTAs and send times, and measure open rate, click-through rate and, most importantly, conversions.
Ready to improve your conversion rate?
Our team at WolfeDen Marketing is ready to help you get started today. Book a strategy call.