Conversion Rate Optimization (CRO): The User-centric Approach

Conversion Rate Optimization (CRO): The User-centric Approach

What is a Conversion Rate?

When businesses set out to invest in search engine optimization and marketing, they believe that the main focus should be on driving more traffic to the website and hope that this traffic converts to qualified leads. But that’s only half the battle. Getting more out of existing traffic propels companies towards long-term, sustainable success; this is where conversion rate optimization (CRO) comes in. Total Web SEO explains what conversion rate optimization is, why your business should focus on improving this and how to get started.

In the simplest terms, conversion rate optimization is the process of enhancing your website to increase the percentage of users who perform a desired action. These actions include purchasing a product, clicking “add to cart,” signing up for a service, filling out a form or clicking a link.

What is a Good Conversion Rate?

A successful or “good” conversion rate depends on your industry, as well as goals, traffic channel, audience demographic and other factors. For example, the average CRO of Ecommerce sites globally was 2.17%; the average CRO of Ecommerce sites in the food & beverage industry is 5.5%; the average for the hair care industry is 3.5%.

If your conversion rate is lower than you’d like or lower than your competitors, it is time to optimize your website. Conversions can happen throughout your website: homepage, pricing page, landing pages, etc.

How to Calculate Conversion Rate?

Conversions are calculated by dividing the number of conversions by the number of visitors then multiplying that number by 100 to get the percentage.

Total Web SEO Guide to Conversion Rate Optimization CRO

Here are two examples:

  1. Your defined conversion is a newsletter signup & you have a form on every page of your website. Divide the total number of newsletter submissions forms (500) by the total number of website visitors (20,000) and multiply by 100. Your conversion rate is 2.5%
  2. Calculate your website’s overall conversion rate by dividing the total number of conversions (every opportunity) by the total number of visitors and multiply by 100.

Where to Implement a CRO Strategy?

  1. Homepage: This is the prime spot to focus a CRO. Not only does it make the first impression on visitors, but the homepage is also an opportunity to retain visitors & guide them deeper into the website.

Tips: Emphasize links to product information, offer free signup button, incorporate a chatbot, newsletter signup form, etc.

  1. Pricing Page: This is the make it or break it page for site visitors.

Tips: Modify price intervals (price per year vs. price per month), describe product features and include a phone number to call for questions.

  1. Blog: A blog is a huge conversion opportunity, because visitors are interested in the thoughtful and helpful content about your industry.

Tips: Include call-to-action (CTA) throughout the article, invite visitors to learn more by submitting their email or offer an in-depth eBook or industry report.

  1. Landing Pages: Landing pages are built with the intention for visitors to take action. They have the highest average conversion rate of all signup forms at 23%.

Tips: Optimize pages with a video or encourage visitors to download resources.


There are many best practices for CRO, but it will take some trial and error to find out what your customers respond to and what drives results in your specific niche. If your website is not performing well or you need a little boost, call Total Web SEO at 215-284-7918 to help optimize your website and increase your CRO.

leave a comment