What is Conversion Rate Optimisation?

It’s a win-win scenario


Your visitors win,

because you create a great experience for them – one that’s based on analysis and scientific testing. So they take action and ‘convert’, whether this means making a purchase, an enquiry, a trial – whatever your online goal is.

You win,

because your conversions improve. Even small changes can have a big impact on your bottom line. And you don’t need more traffic. It’s about making more out of your existing traffic – working smarter, not harder to dominate your competitors. Oh, and did we mention that results are instant?

Conversion rate optimisation is both an art and a science. It’s based on scientific methods: A/B and multivariate testing that prove what prompts visitors to take action. But it’s also an art – of understanding your customers’ motivations, and crafting messages and images with emotive, persuasive appeal.

What is Conversion Rate Optimisation NOT?

Let’s bust open some common myths and misconceptions about Conversion Rate Optimisation.

1. There is no ‘one size fits all’

Or universal best practices that guarantee success. It’s all about what works for YOUR target customers and YOUR unique products/services.

2. It’s not about button colours.

You might have read case studies where changing the colour of a button lifted conversions by 1,000% (ok maybe that’s a slight exaggeration, but not by much).

If your website isn’t performing well, button colours are only a tiny factor. It’s about digging deep to understand your audience, their motivations and their experience on your website. For example, maybe visitors don’t trust your site, or can’t find what they’re looking for, or don’t see value in what you’re offering. These are much more fundamental issues than tactical tweaks, and it’s here that you need to start.

3. It’s not something you can do without specialist experience.

To be successful, you need a unique combination of skills and experience. There are lots of people out there saying they do conversion rate optimisation, but only a handful that are getting real results. The true pros combine an understanding of psychology and human behaviour, serious statistical chops, a healthy dose of business sense, and a smattering of creative wizardry. Plus the confidence and courage to go against the grain and try new things.

Who Should Use Conversion Rate Optimisation?

At Conversion Kings, we’ve worked with all types of businesses, of all sizes.
Our specialties include:

Ecommerce icon


To sell more of your quality goods online and increase user satisfaction

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Lead Generation Icon

Lead Generation

To increase the quantity and quality of leads, for B2B marketers

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To increase reader engagement and therefore advertising revenue

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To cater to the unique needs of mobile users for a higher conversion rate

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When Would I Use Conversion Rate Optimisation?

There are many business situations where conversion rate optimisation can make a difference. These include:

1. I need better performance from my marketing spend.

Commonly, this is where you’ve invested in a medium that’s not paying off. For example, your PPC ads aren’t profitable, or your online spend isn’t producing enough leads. By improving your conversions, you can improve your overall campaign performance.

2. I want to invest in an expensive advertising medium.

It might be that PPC in your industry is super-competitive (and expensive). Or perhaps that TV advertising will take you into the next league. But to justify the expense, and keep your marketing budget secure, you’re going to need top notch conversion once visitors reach your website

3. I’ve experienced a drop in sales.

Maybe you’re being out-spent by an aggressive competitor, or there’s another factor at play. Either way, you need to do something to regain sales – and it needs to be fast. One of the most attractive things about conversion rate optimisation is its instant results.

4. I’m in a niche market and I’m struggling to attract leads.

Particularly for B2B companies, you might find yourself in highly specialised markets, where there simply aren’t lots of media options to attract leads. It makes sense to focus on doing more with the traffic you already have.

5. I have a problem product.

If you have an underperforming product, one way to lift performance is to change the positioning, messaging and treatment on your site.

6. I want marketing to be the superstar of my company.

So, you want to make a name for yourself? Then bottom line results are all that matters. Conversion rate optimisation will take you to the pointy end – the moment when your site visitors are deciding whether to stay or go.

What Affects Conversion?

There are a number of different formulas used to analyse conversion and identify roadblocks.

We use the formula created by global leaders MarketingExperiments. We’ve found it provides enough flexibility to be practical, with realistic weighting of different elements.

C = 4m + 3v + 2 (i-f) – 2a

  • Probability of conversion: How likely your visitor is to convert (whether this is a purchase, filling out a form, subscribing, etc).
  • Visitor motivation (m): It’s the job of your landing page or website to increase motivation. The more motivation already available when the visitor arrives on the page, the easier your job will be.
  • Value proposition clarity (v): Simply put, this means “Why should I hit that button – what’s in it for me?” So, emphasising what is of value to different types of visitors is a key planning decision before you optimise your page or site.
  • Incentive to take action (i): These are offers in addition to the core value proposition such as: a time-limited offer or bonus if the action is taken.
  • Friction elements (f): Friction is what slows or stops your visitors converting. Reducing friction is one of the best ways to increase conversion. It usually involves reducing time or hassle for the user. Reducing the number of fields in a form is one example of how to reduce friction.
  • Anxiety about entering information (a): This is the fear of privacy and security of personal data.

How Does Conversion Rate Optimisation Actually Work?

It’s a process of continual improvement. We use a robust method to analyse and improve your website. It goes a little something like this:


01 Setup

We understand it's important to ensure everyone in your team is well informed and aware of what's happening in any engagement. By using professional project management tools and our robust methodology, we set up your project for success.

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02 Kick Off

We establish our relationship with each other and set goals for our CRO Project. Partnerships are meant to be fun, not a boring tedious engagement. This initial kick off phase ensures that our time together is successful as well as being fully productive.

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03 Research

We use a plethora of research methods and innovative techniques in order to answer the ultimate question of any Conversion Rate Optimisation program - What is stopping conversions? We get into the heads and hearts of your customers to find out.

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04 Analysis

We analyse your site and your customer segments to understand exactly what the barriers are that prevent conversions. By analysing your site and crunching the numbers, we're able to catch the conversion killers and use them to identify the biggest opportunities to improve.

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05 Recommendations

We create detailed recommendations to overcome your conversion blockers and put you on the road to online optimisation. By using extensive research and analysis we list every single potential conversion opportunity we can tackle.

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06 Execution

We handle the entire execution process of your Conversion Rate Optimisation program. Testing strategy, UX and Graphic Design, Development, Reporting, and Account Management are all taken care of and executed with the highest level of Conversion Kings care.

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Will A/B Testing Strain my Web Speed and Distract my Team?

No, and no.

Website testing doesn’t affect your site’s load speed.

And testing doesn’t impact your site’s code either – testing and production are separate. We can work independently of your team, using our own designers and developers and working to your brand guidelines. Or we can integrate with your team – your call.

Your visitors won’t know they’re part of a test – they’re simply served up a different variation of the same web page.

It doesn’t matter which web technology or CMS you use either – we’re technology-agnostic.

What’s the Secret to Successful Conversion Rate Optimisation?

It’s all about the right approach and the right method.

The right approach involves having a tailored action plan that’s based on your category (such as e-commerce), your sales channel (such as omni-channel), and your vertical (such as retail). At its core, it’s about understanding your ideal clients, what motivates them, and providing clear segmentation and a personalised experience.

The right method is about using a robust, scientific process to ensure that proper research is done prior to testing, that tests are statistically significant, and your testing program produces a strong return on investment. Your testing program should be data-led, and highly structured.

How Do I Hire a Reputable CRO Agency?

Warning Signs to Watch For

Much like the dark days of SEO, there are people saying they do conversion rate optimisation who are completely unqualified and inexperienced. Here are some warning signs to watch out for:

1. Free trials that lock you into a contract.

If it sounds too good to be true, it probably is. Remember the typical SEO promises of #1 on Google? (but it would be for an obscure keyword that made no impact). Same applies here. You might be promised that you’ll only be signed up if you experience a lift in conversions, but the conversions may be minor tweaks that make no difference. Or worse, not be statistically significant.

2. Fixed guarantees of 20-60% improvements.

We repeat – there is no one size fits all for CRO. If you’re Amazon, you only need marginal improvements to impact revenue. Beware any agency that offers ALL customers the same performance guarantee. Remember, improvements must be statistically significant… and not all conversion lifts actually improve revenue.

3. No references.

We believe in protecting our clients’ competitive edge, so we don’t plaster their test results all over the internet. But we can provide quality references to speak one-on-one with satisfied customers. Any reputable agency should be able to do this. You don’t want to be the first customer they make all their mistakes on!

4. No certifications.

Make sure your agency is certified on their testing platform of choice. Conversion Kings was the first Australian agency to gain a three-star Optimizely certification. That means we’ve passed a barrage of tests that show a high level of competency with the software and how to run worthwhile conversion tests. It also means that we do significant business in conversion testing – both in the number of clients and their calibre.

What Are The Pre-Requisites?

For website optimisation to be worthwhile, you do need a certain level of traffic. There’s no magic number – it depends on your industry, current online performance, and the value of your goals.

Without boring you about statistical significance, the best way to find out quickly whether your site qualifies is to call Conversion Kings on 1300 55 20 99 and talk to one of our statisticians.

If your traffic falls short, we’re happy to advise you on the best path forward. We talk to everyone from small progressive business owners through to large multinationals. Our door is always open and we show everyone time and respect. We’d love to be part of your online journey – whether you’re ready for conversion optimisation now or just getting started.