conversion optimisation

A Comprehensive Guide to Conversion Optimisation

Conversion Optimisation, also known as Conversion Rate Optimisation (CRO), is a vital aspect of online marketing strategies. It's the engineering of a user's website experience to guide them towards taking action, the action being what we call a conversion. This guide will provide you with the principles and strategies to optimise your website for conversions.

What is Conversion Optimisation?

Conversion Optimisation is the process of optimising your website to increase the percentage of visitors who complete a desired action. This action may vary depending on the nature of your website. For example, an e-commerce website's primary conversion goal would be to increase product sales, while a blog's conversion goal may be to increase newsletter sign-ups.

The process involves understanding how users navigate through your site, what actions they take, and what's stopping them from completing the conversions.

Importance of Conversion Optimisation

With the growth of digital marketing, the online marketplace has become highly competitive. As such, merely attracting visitors to your site is not sufficient. The key is to convert these visitors into customers or subscribers, thereby maximising your return on investment (ROI).

Conversion Optimisation is crucial to achieve this goal. It allows you to better understand your audience, improve your website's user experience, and ultimately increase your conversion rates.

Understanding Conversion Rate Optimisation Framework

A Conversion Rate Optimisation Framework is a system or a method of improving the performance of your website based on analytics and user feedback. It is a systematic approach to increasing the percentage of website visitors who fulfil a desired action on a webpage.

This framework includes various principles, predominantly focusing on website and visitor-centric factors. The website-centric factors relate to your website's design, layout, copy, and flow, while visitor-centric factors relate to the mindset of your visitors and the nature of their purchase.

The Conversion Rate Uplift Formula

This formula attempts to decipher human behaviour on the web, identifying which factors persuade visitors to convert on a website and which ones make them abandon the site. The formula is:

CRU = {3T-(2F-(I+E))] *B}^ (P * C)


  • T stands for Trust and Confidence,
  • F refers to Fears, Uncertainties, and Doubts (FUDs),
  • I denotes Incentives,
  • E symbolises Engagement,
  • B represents the Buying stage of visitors,
  • P is visitor persona temperament, and
  • C denotes the complexity of the sale.

Applying Conversion Framework During a CRO Program

To apply the conversion framework during a CRO project, several steps are undertaken. They include conducting heuristic, qualitative, and quantitative analysis, competitive analysis, creating a conversion roadmap, identifying problems, using the conversion framework for assessing problems, prioritising problems on the page, creating a hypothesis, creating new designs, conducting A/B testing, and conducting post-test analysis.

Ten Principles of Conversion-Focused Design

These principles will guide you in creating a website that effectively converts visitors into customers or subscribers.

1. Create Focus

Every design element on your website should be aligned with the primary goal of your webpage. The more options you provide to your visitors, the more they get distracted or confused. Hence, creating a focused design is the first principle of a conversion-focused design.

2. Consistency

Consistency in your website design can significantly enhance the user experience. It helps to build familiarity and trust, making it easier for users to navigate through your site. Use consistent fonts, colours, and styles across each page on your website.

3. Simplicity

Simplicity is key when it comes to conversion-focused design. Avoid cluttering your pages with unnecessary elements. A clean, simple design with a clear call-to-action can significantly improve your conversion rates.

4. Clarity

Clarity helps visitors understand what you offer and how they can benefit from it. Make sure your content is clear and easy to understand. Use clear, concise language and avoid jargon.

5. Singularity

Each page on your website should have a single, clear objective. If you have multiple objectives, it can confuse your visitors and dilute your message. Stick to one main goal per page and make sure everything on that page supports that goal.

6. Speed

Speed is crucial to a website’s success. A slow website can frustrate users and lead to high bounce rates. Make sure your website loads quickly by optimising images, reducing the use of heavy scripts, and using a reliable web host.

7. Trust and Confidence

Building trust and confidence with your visitors is crucial for conversion. Use testimonials, case studies, and security badges to demonstrate your credibility and reliability.

8. Engagement

Engaging with your visitors can significantly increase your conversion rates. Use interactive elements such as quizzes, polls, and videos to keep your visitors engaged.

9. Incentives

Providing incentives can encourage your visitors to take the desired action. Offer discounts, freebies, or exclusive content to incentivise your visitors to convert.

10. Visitor Persona Temperament

Understanding your visitor persona temperament can help you tailor your website to meet their needs and preferences. Use data from analytics, surveys, and user testing to understand your visitors' behaviours and motivations.


Conversion Optimisation is a critical aspect of online marketing that can significantly boost your website's performance. By following the principles and strategies discussed in this guide, you can transform your website into a conversion machine. Remember, the most effective conversion strategies are those that focus on the needs and preferences of your visitors. So, always keep your visitors at the centre of your conversion optimisation efforts.

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