You’ve probably heard of conversion rate optimization (CRO) before. CRO is the practice of increasing the percentage of website visitors who take a desired action, such as making a purchase or subscribing to a newsletter. In other words, it’s all about getting more bang for your buck when it comes to your website traffic.

Now that we’ve established what CRO is and why it’s important, let’s dive into how you can start optimizing your conversion rate:

  1. Define Your Goals
    The first step in any CRO initiative is to establish what you’re hoping to achieve. Do you want people to buy a product? Subscribe to your email list? Download a white paper? Whatever it is, make sure you have a clear and specific goal in mind before you start making changes to your website.
  2. Analyze Your Current Conversion Rate
    Once you know what your goal is, take a look at your current conversion rate. This will give you a baseline to work from and help you track your progress over time. You can use Google Analytics to find out your conversion rate for specific goals.
  3. Identify Your Visitors’ Intentions
    The next step is to try and understand why your visitors are coming to your site in the first place. What are they looking for? What needs do they have that your product or service can meet? Answering these questions will give you insights into what kind of messaging and call-to-actions (CTAs) will be most effective in converting visitors into customers or leads.
  4. Build Effective Landing Pages
    Once you know what kind of messaging will resonate with your target audience, it’s time to start building out landing pages that reflect that messaging—landing pages that are designed specifically for conversion. Make sure your landing pages are well-designed, relevant, and easy to navigate so that visitors can readily find what they’re looking for and take the desired action. Want some inspiration? Check out these 37 examples of effective landing pages from across the web.
  5. Test, Test, Test!
    The only way to know for sure whether the changes you’re making are having an impact is to test them out on live users and see how they react. Try A/B testing different variants of your landing pages and CTAs to see which ones perform best. And don’t be afraid to experiment—after all, that’s how we learn and grow. REMINDER: Keep a ‘control’ and make sure to be very specific about your testing and document it!


Conversion rate optimization is an important part of any digital marketing strategy—but it can be tough to know where to start.

Luckily, we’ve put together this handy guide with five essential tips for getting started with CRO. So what are you waiting for?

Get out there and start optimizing!


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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.