Conversion Rate Optimization (CRO)

Every day your website can be visited by a lot of people (from search engines, social networking sites, advertisements, e-mails). But not all of them become buyers. Some just leave the page, the other read the article, and others add products to the cart. And only some of them make a purchase.

The percentage ratio between the number of visitors and buyers is the conversion rate.

Do you know the conversion of your site?

«Why do I need to know the conversion of the site?» you ask. «Is it not enough to know how many sales the site brings?»

Surely you know the sales statistics. But this is only the final result. And what about the effectiveness of sales channels? Would you like to know how many visitors come to the site from search engines, social networks, e-mail services? And what percentage of visitors makes the paid traffic? How many visitors make a purchase when they first visit the site, and how many make it repeatedly? Why is one category of goods sold better than the other?

To get answers to these questions, it is necessary to analyze the site with the help of modern metrics – inside and out. The results can be used to optimize the conversion.

Even if your site has achieved a high conversion rate, whether it is 2% or 10%, do not leave it at that. Just think about that 90-98% of the visitors, who close the site page, leave and do not come back. They, too, can be converted into buyers!


Conversion rate optimization from the company “Web Lane”

CRO (conversion rate optimization) is a strategy of converting the visitors to your site into customers.

Conversion optimization is improving the selling characteristics of the site, and at the same time, the identification and removal of barriers that do not allow visitors to become buyers of goods and services.

The CRO process consists of two phases: analysis and actions, aimed at improving conversion rates.


In the course of analytic work we create detailed reports that contain data on the work of the site:

  • Visiting statistics. Traffic sources, popular pages, revisiting;
  • Behavior analysis. Visitors’ actions to the site, the activities, time spent on the site, the number of following the internal and external links;
  • Ecommerce. Information about the visitors and buyers from the point of view of incurred costs and received income. Information on commodity activities – search, product cards views, adding to cart, buying;
  • The unavailable product. How many visitors find products that are not available? By what channels do they come to your website or product page?
  • Site search. How often are visitors looking for information, products or services using the integrated search? What are they looking for? Do they buy anything afterwards?
  • Repeated purchase. How often do visitors buy the product again? How many repeated purchases are done?

All these data allow us to find the site weaknesses, that prevent the conversion from exceeding a certain threshold, and to take measures to eliminate them, to evaluate the effectiveness of the advertising budget, to identify further marketing activities.

Ways to improve the site

After receiving the analytical data, one can start to improve the site, in one or several directions:

  1. Segmentation. First of all, the focus must be put on a narrow group of visitors (segment), which brings the most revenue from the site;
  2. Formation of the USP. The peculiarity of the goods or services, favorable terms of delivery, assortment, “free”, special offers, refund, bonuses;
  3. Content. A good advertising text will sell, while the bad one will, instead, push away the potential buyers. The reduction of the text files for downloading, absence of stereotyped phrases, adding photos and videos, relinking, adding FAQ blocks, reviews, ratings, portfolio – all these are methods of increasing the conversion;
  4. Design. There are known cases when simple change of color of the “Buy!” button (for example, red instead of orange) doubled the conversion! As good results were achieved by decreasing the number of fields in the order form. Not only style, colors and fonts are important, but also a comfortable structure and navigation;
  5. The technical side of the website operation. Download speed, display quality in different browsers, and on different devices.

Options for cooperation

To whom do we offer the conversion rate optimization?

We do not provide the conversion rate optimization service to all the sites. The main reason to non-cooperation is low traffic and small amount of statistic data.

We will be happy to provide the CRO service to online shops, portals, online services, corporate intranet portal, and large corporate sites.

How do we work?

We offer two options for cooperation:

The first option. We perform the analysis, make a list of recommendations, monitor the accuracy of their implementation. But most of the work on site is carried out by your designers, programmers, copywriters.

Thesecondoption.After the analytics is performed, we proceed directly to the improvement of your site, enlisting our best experts, and carefully monitoring their work.