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The Beginner’s Guide to CRO (Conversion Rate Optimisation)

Conversion Rate Optimisation (CRO) is the process of increasing the number of website visitors who take action on your site—this could include actions such as filling out a contact form, calling from the site to inquire or completing an online order.


| 12 February 2020

Conversion Rate Optimisation

Different Conversion Types:

A ‘conversion’ is the term we use to describe a visitor who completes a site goal. There are smaller types of conversions that are referred to as ‘micro-conversions’ and larger ones that are called ‘macro-conversions’. Some examples of these include:


  • Subscribing to the newsletter list
  • Making an account
  • Adding an item to the cart


  • Buying a product on the website
  • Signing up for a service
  • Completing an online form/requesting a quote

Calculating Conversion Rate:

The conversion rate of your website is calculated by dividing the number of times a user completes a particular goal on your site by the number of site traffic, this is then multiplied by 100 which gives you your conversion rate percentage. For example, if your site had 8,342 visitors last month with 2,420 conversions, your conversion calculation would be:

2420 ÷ 8342 = 0.29

0.29 x 100 = 29% conversion rate 

How to Optimise Conversions

Track Conversions:

There are many online tools available to help you better understand your conversion rate and easily keep track of what’s going on with your website.

Google Analytics, for example, is popular for keeping track of your conversions. If you do not currently have Google analytics on your site just give us a call and we can assist in getting this organised. If you have had a website built by Shared Marketing Google Analytics will already be set up.

We’ll be back with more helpful guides like this next week.

In the meantime, be sure to follow Shared Marketing on Facebook and sign up for our monthly newsletter. 

Want to learn more about CRO? We Can Help!

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