Example
Running A/B tests on a hero headline to determine which version drives more demo signups is a core CRO activity.
Companies that adopt a structured CRO process are twice as likely to see a large increase in sales, according to Econsultancy's Conversion Rate Optimisation Report.
What it applies to
Any website with measurable conversion goals — landing pages, pricing pages, checkout flows, lead capture forms, and free trial signup flows.
The CRO process
- 1. Measure: Establish baseline conversion rates using GA4. Identify the pages with the highest traffic and lowest conversion rates — these are your highest-opportunity pages.
- 2. Analyse: Use heatmaps (Hotjar, Clarity) to see where users click and how far they scroll. Watch session recordings to observe real user behaviour. Review form analytics to find which fields cause abandonment.
- 3. Hypothesise: Form a specific, testable hypothesis: "Changing the CTA from 'Submit' to 'Get My Free Audit' will increase form submissions by 15% because it communicates the value of clicking."
- 4. Test: Run an A/B test using a tool like VWO, Optimizely, or Google Optimize. Split traffic 50/50 between control and variant.
- 5. Implement: When statistical significance is reached, implement the winning variant and move to the next hypothesis.
Quick wins to start with
- Test headline copy on the highest-traffic landing page
- Reduce form fields to the minimum required
- Add a testimonial or result stat directly above the primary CTA
- Improve page speed — every 1-second improvement can lift conversions by up to 7%
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