Driving Conversions: Conversion Rate Optimisation

Chapter 4 of Ecommerce Best Practice: Converting Demand

In an ecommerce setting, there are many factors at play that determine whether a customer converts or not. Conversion rate optimisation seeks to identify these factors with a view to supporting the customer’s journey to reaching a goal. This chapter defines the practice of CRO and considers what leads to conversions on desktop and mobile.

4 minute read

Conversion rate optimisation (CRO) is the process of increasing the percentage of site visitors who take a desired action. This chapter emphasises the importance of considering all parts of the customer journey in order to optimise for conversions. It covers:

Calculating CRO: How is conversion rate calculated, and what factors must be considered?
Optimising the journey: How can small changes to individual elements at different stages of the funnel contribute to conversion rates?
Conversion on mobile: What factors must site owners consider to ensure ease of navigation on mobile devices?