Web Analytics & CRO

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Conversion Rate Optimisation (CRO)

Although there is clearly value in focussing on getting customers to your website, there is sometimes a lack of focus on getting customers to “convert” once they are there. Small improvements in conversion rate often lead to a big increase in revenue (if that is your main conversion goal.)

However, conversions come in many forms, not just “revenue.” I can help you define what a conversion is to your business and ensure that it is tracked properly throughout the process.

If you are investing money in getting people to see your website, then why are you not investing in making sure that as many of them people turn into customers as possible?

It’s much easier to double your business by doubling your conversion rate than by doubling your traffic
Jeff Eisenberg

CRO Do’s and Dont’s


  • Find out why your visitors are not converting using data
  • Remember, some tests might not always go entirely the way you thought
  • Calculate the potential return from any changes you make


  • Split test based on emotion, or personal preference
  • Think changing the colour of a button will double your revenue
  • Use metrics that are not statistically sound, such as a short date range

Convinced you need to convert more visits into sales?