Conversion Rate Optimisation

Conversion rate optimisation is the process of enhancing your website with the aim of increasing the percentage of users who complete a desired action – whether that’s making a purchase, and enquiry or subscribing to a newsletter. CRO is all about converting more of your traffic into actual customers or leads.

Do you need more traffic? Different traffic? Is increasing AOV enough or do you also need to improve retention?

We break down the conversion rate optimisation process into the following areas:

• Optimising current traffic
• Acquiring quality traffic
• Improving engagement & retention

Typically, our team of CRO specialists will start with:

1. An ecommerce audit and a stakeholder workshop to ensure we understand your current digital landscape, performance, and business goals
2. We’ll develop a roadmap of activities to help reach your strategic goals consisting of customer and data analysis, experience optimisation, content optimisation and website design
3. We’ll then also factor in time for development, if necessary, based on your current set-up so that you gain the most out of CRO initiatives

With Profound, our team will work with you closely to prioritise high-return low-effort actions.

Is your site already receiving a reasonable amount of traffic? We’ll look to optimise the site to convert more of these users into customers.

This first step in conversion rate optimisation typically involves looking to increase the amount of people who purchase and how much they purchase in one go. We use the following techniques here:

• Upselling and cross-selling strategies
• User experience optimisation
• Strategic messaging

We may also advise on:

• Pricing strategies
• Product content quality
• Content structures

Our team will use tools such as screen recordings, heatmaps, split testing, recommendation engines and historical shopping data to analyse customers behaviour and identify and test different solutions.

For most brands, single-purchase customers are not where they make money. Acquiring customers is expensive and most companies sacrifice margin on the first sale on the expectation that the customer will make subsequent purchases. Getting this repeat purchase behaviour from customers is a core aim of conversion rate optimisation – it’s a fine art that includes:

• Harnessing enough customer information to be able to communicate with them in the future cost-effectively
• Delivering on the initial promise made to them (product quality, delivery times etc.)
• An enticing enough proposition to make them want to come back
• Incentivising or exciting the customer to do so
• Rewarding customer loyalty and engagement

We work with your marketing, sales, customer service and ecommerce teams to help you improve retention across these fronts.

Along with increasing conversions, the benefits that conversion rate optimisation can have on your business also include:

• Higher ROI – through optimising your on-site conversion journeys, you can make more money from the same amount of quality traffic.
• Improved Customer Insights – by understanding what drives your customers to convert through optimisation and testing, you can continue to tailor their experiences and your offering more effectively.
• Competitive Advantage – CRO results in better user experiences allowing you to set yourselves apart from competitors. Enhanced UX can also positively impact your ability to outrank your competitors in organic search engine results page listings too.
• Increased Customer Lifetime Value – a better understanding of your customers behaviour, optimised UX and conversion journeys, lead to higher customer satisfaction, repeat business and therefore increased revenue over longer periods of time.
• Secure Testing and Digital Agility – using A/B testing you can assess CRO initiatives and adapt them quickly and efficiently.