What is ‘Conversion Rate Optimization’?

Tech Speak

Website Optimization, otherwise known as ‘Conversion Rate Optimization’ (CRO) is the process of maximising the number of site visitors to complete a desired behaviour or event on one or more web pages.


It helps you get more leads for the same ad spend.

How does it work?

Website data analysis will reveal user behaviour which can suggest design changes to improve retention, average time on site, and conversion. The first step in the Webbuzz website optimization process is to review existing site analytics and user data in order to establish a ‘baseline’ of website performance. From there, design changes are made to the page which are then tested to measure any change in conversion rate. This process of iteration continues until the target ‘conversion rate’ is achieved.

Key website conversion optimization tools & techniques we use:

  • Google Analytics
  • Data analysis & A/B testing
  • Heatmapping
  • Landing page templates
our conversion rate optimisation robot

Why do you need Conversion Rate Optimisation?

Having a website that attracts visitors is just the first step. Equally important is the process of converting that traffic into leads or enquiries.

A website optimization strategy is crucial in order to:

  • Increase the rate of lead conversion
  • Reduce the cost per acquisition (CPA)
  • Get more value from your existing traffic
  • Improve the efficiency of your advertising spend

When do you need Conversion Rate Optimisation?

Business owners and webmasters in Australia often feel ‘something is wrong’ with their website or PPC campaign but struggle to identify the core problem. Sound familiar? 

Tell-tale signs that your website needs conversion rate optimisation, include:

Your pay per click campaign is performing poorly.

Your website ‘leaks’ traffic.

Your cost per lead is unusually high.

Web conversion is more of a science than an art. Although empathy and gut instinct are important, heatmapping tools take the guesswork out of why a page is not converting.