CRO is all about improving the conversion rate of your website or landing page. The aim is that more visitors actually do take the action for which a page is intended. That can be filling in a contact form or placing an order, for example. Generating extra traffic to your website via an expensive marketing campaign makes little sense if the landing page does not help visitors convert properly. CRO uses relevant visitor behavior data as a basis to improve your pages in order to achieve extra conversions. This has several advantages:

• You get a better understanding of what visitors are doing on your website.

• You learn where visitors drop out.

• You get more conversions and ROI from the same number of visitors.

• Your ROAS (Return On Advertising Spend) increases, so your investments in marketing pay off better.

Would you like to increase sales in your online shop without spending more money on advertisements? Any need to increase the user-friendliness of your website? Do you want to find out what is bothering visitors on your website and get actionable advice? CRO is the answer to all these questions.

Lars van Tulden: “We want your platform to perform better every day. We do this by collecting data, analysing the data and then giving advice. I notice that the continual optimisation and the conversion of insights into actions is still often neglected, even though the impact is enormous. Find the biggest obstacles your users face and start optimising. Backed up by real data, you can zoom in better on your KPI’s and focus more on the end result. It’s a continuous process of thinking, building, testing and improving. And as long as the optimisation wheel keeps on running, you don’t have to spend that much time on it either. To cut a long story short: CRO allows you to be smarter with your time and money.”

“We are successful in CRO because there is a powerful connection between building and optimising”, continuous Lars van Tulden. “The same people are involved in the process of thinking, building and optimising. Our clients get a scrum team with strategists, designers, developers and CRO-specialists. They all understand the client’s business and needs very well.”

Now that we’ve outlined the 'why' of CRO, let us also just briefly touch on the 'how'. A CRO-specialist is equipped with quite a large toolbox. That toolbox contains funnel mapping (Where in the conversion funnel is room for improvement?) and UX audits (Are there enough CTA’s on every page? Are the forms easy to fill in?). But also tracking and feedback are part of that toolbox. Heat maps, for example, give a visual insight into where users click and don’t click and polls help us gather specific feedback from visitors. And then we haven’t mentioned AB testing and a performance dashboard yet … That would probably lead us too far in this generic blog, but at least we hope we made you aware of the added value of CRO in digital projects.