Conversion rate optimisation (CRO) is all about increasing the performance of your website. Whether your website has a hundred visitors or a hundred thousand, you want to make sure that those visitors are converting.
A conversion is the realisation of one of your marketing goals. This might be someone purchasing a product from your online store, but it could also be a new sign-up to your mailing list or filling in a contact form for you to get in touch with them.
If your website isn't optimised for conversions then it's likely that you're missing out on valuable leads and sales. Your website may be getting good volumes of traffic but if those visitors are leaving without converting then you're not benefitting from their visit.
The conversion rate for your website is calculated by dividing the number of conversions by the number of visitors and multiplying by 100. It can be calculated on a page-by-page basis or for your website as a whole.
So, if your website has 300 conversions from 10000 website visits, then your conversion rate is 3%. What constitutes a 'good' conversion rate varies by industry. However, for most sectors, a good conversion rate is somewhere between 2% and 6%. Whatever your starting rate, the aim of CRO is to make improvements so that a higher percentage of your website visitors convert.
Our goal as a conversion rate optimisation agency is to improve your website's conversion performance and help you to get a greater return on your marketing spend.
How CRO can improve your marketing ROI in 3 easy steps
We wanted to give you a quick example of just how effective conversion rate optimisation can be.
Imagine you have 1000 website visitors with a conversion rate of 2%. This equates to 20 sales/leads.
If through conversion rate optimisation you can increase your conversion rate to 4% you'll achieve 40 sales/leads - a 100% increase!

The following table shows how big a difference conversion rate optimisation could make to sales if you have 10000 website visitors a month.
Website Traffic | 10000 | 10000 | 10000 |
---|---|---|---|
Conversion rate | 2% | 3% | 4% |
Leads | 200 | 300 | 400 |
Sales conversion rate | 10% | 15% | 20% |
Sales | 20 | 45 | 80 |
When you choose to work with us as your conversion rate optimisation agency we'll follow a clear process to help improve your website's conversion performance.
We work closely with you to understand your business and identify your marketing and conversion goals. This will help us to understand when your website visitors are successfully converting.
We'll undertake a detailed CRO audit of your website to identify...
We use specialist tools like Google Analytics and Hotjar to track user behaviour and the actions they take on your website. This will help us to identify where your website traffic is converting and where you are losing visitors.
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We'll use the information from our audit to calculate your conversion rate. This is the percentage of visitors to your website that complete a desired conversion action (e,g. a purchase, contact or form completion). We can calculate a conversion rate for your whole website or specific pages like your homepage, pricing page or blog.
By comparing your conversion rate to benchmark rates for your industry or business type, we can set clear objectives to improve your conversion rate. We'll define your goals in Google Analytics so that we can accurately track performance.
We'll trial changes to your website such as:
We'll identify which strategies are most effective and implement these across your website to improve your conversion rate.
We'll provide you with detailed monthly updates so that you're clear about what impact the work we're doing is having on your website. We'll answer any questions you have and adapt our strategies if something isn't working.
The process of conversion rate optimisation provides us with a lot of valuable data about how your website visitors behave and where leads are lost. As well as making changes to your website, we can use this data to inform other marketing activities such as social media campaigns or running remarketing campaigns on Google Ads. If you decide you'd like to go ahead with implementing these additional actions we can help and have an experienced copywriting and social media marketing team here in Exeter.
As an experienced conversion rate optimisation agency, we'll focus our efforts on the most important pages and locations of your website. These are the places where key customer interactions take place and include your:
We understand that CRO probably feels like a potentially overwhelming topic to many small business owners. As an experienced conversion rate optimisation agency it's our job to understand all the complexities so that you don't have to. We'll explain everything you need to know in easy-to-understand language and answer any questions you may have. along the way. We're based in Exeter and work with businesses across the southwest and further afield.
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We’re a website design and digital marketing agency based in Exeter. We help businesses grow online and have over 20 years of experience in Web Design. We offer several inbound strategies, including paid search and SEO. In addition, our content team can help with copywriting and email campaigns.