What is CRO, and why you need it

3 min read

Here at TrueUp, a large part of our team spend their days working on a variety of CRO projects, otherwise known as Conversion Rate Optimisation, but we’re aware there’s a large group of people within business that don’t quite know what it means. We’re going to knuckle down on the true definition of CRO and its importance in all businesses, no matter how small or large.

CRO defined

Conversion Rate Optimisation (CRO) is the practice of utilising your existing traffic (website or app) and increasing the percentage of visitors that ultimately convert. This ‘conversion’ can be anything from signing up to a newsletter, requesting an appointment, or purchasing a product/service. In short, a conversion can literally be any action taken on a website.

In most cases, websites have a main KPI that generates a majority of their revenue, but very few optimise their website with the objective of getting users to this point. This is where CRO comes in to play.

The objective of CRO

By integrating CRO into your marketing activity, not only are you likely to increase your conversions but you’ll also be building a better journey for users, making for an all-round enhanced user experience (UX).

CRO is not about manipulating the customer – far from it. It’s about creating a smoother UX which assists each visitor in completing what they came to your site to do. The user has landed on your site for a reason, and adopting a CRO approach is only helping them to get where they want to be.

So, despite the main objective being to increase website conversions, you’ll also be creating an entirely new experience for your users that will benefit both.


In order to make the best use of CRO, there are plenty of different approaches you could take, but testing is undoubtedly the most effective.

We wouldn’t advise any company to adapt a website without running any form of experimentation beforehand. One of the reasons we consistently see great results is due to our intense experimentation process.

At any one time, we’ll run numerous adaptations of a web page, all with noticeable differences, to understand which design and copy work best. Once we receive results, we’ll begin another test to further understand which aspects of the page best lead to a completed conversion.

We regularly report back to the client with a thorough analysis of the variants of the page that works best, which they’ll often feed through to other parts of their site. Without running these tests, and diving deep into the data of each variation, we’d never receive the insight that allows us to consistently boost conversion rates.


A big part of the experimentation and what makes CRO such a great process is the role data has to play. Utilising available data is paramount to running informed experiments. All too often have we taken on projects that come with an abundance of untouched data.

Not just anyone can read data, it takes a lot of understanding and research in order to get to grips with such a beast. We exhaustively endorse investing in a team of specialists who can read and understand data whilst identifying opportunities within to incorporate into a CRO project.

Why CRO?

Having a site that is comfortably converting customers on a daily basis is great, and you may think that because of this you’ve no need to optimise – but you couldn’t be more wrong.

CRO can be applied to any website or app, no matter how it’s performing. We’ve worked on newly launched websites and those that have been running for over 5 years. If you’re not utilising your website’s data, we can guarantee there’s a whole host of opportunities that you’re missing out on.

If you want to increase your conversion rates, get in touch with us today and we’ll have your website converting in no time.