Performance

Conversion rate optimisation (CRO)

Also known as: CRO · conversion optimisation

Definition

Conversion rate optimisation is the structured process of raising the share of visitors who take a wanted action, by finding out why they don't, testing changes and keeping what works. It is a research loop, not a list of button colours.

The order matters. Find where visitors leave, by device and by source. Find out why, with session recordings, form analytics and, most usefully, the questions customers ask on calls and in chats. Write a hypothesis, make the change or test it, measure, and record the result. The research steps are cheap and usually teach more than the testing step, which comes last.

It needs working tracking and some volume. A site with a few dozen conversions a month can't run meaningful tests, so it should rely on research and carefully dated before-and-after changes. In the UAE the conversion paths include a WhatsApp chat and a phone call, not only a form, and Arabic pages need a properly built right-to-left layout. For stores, add the payment options shoppers expect, including cash on delivery and instalments through Tabby or Tamara. No honest practitioner can promise a percentage uplift before seeing the data.

More in Performance

A/B testing

A/B testing compares two versions of one element, such as a headline, an offer or a page, by showing each to a randomly split share of traffic at the same time and measuring which produces more conversions. It needs enough traffic and one change at a time.

Ad fatigue

Ad fatigue is the decline in an ad's performance as the same people see it repeatedly, usually visible as rising frequency and falling click-through rate before cost per result climbs. The remedy is fresh creative or a wider audience, not a bigger budget.

Ad Rank

Ad Rank is the value Google Ads calculates in each auction to decide whether an ad is eligible to show and where it sits against others. It combines the bid with ad and landing page quality, minimum thresholds, competition, search context and the expected impact of assets.