On the fourth day of Christmas, the Whitefish Team gave me – advice on CRO.

You may have a fancy website and products or services that are very saleable, but if your website isn’t well optimised for conversion, you may be struggling to generate online sales or enquiries.

Conversion rate optimisation (CRO) is the art of improving our website’s usability to convert more website visitors into active users that engage with your content or purchase your products.

CRO includes activities such as improving landing pages, developing better user experiences, enhancing navigation and improving site speed.


Testing is an essential part of CRO so that you can understand user behaviour. This then drives your actions for improvement. You can test one thing at a time by making a single change and comparing a period before the change versus a period after. But month-on-month stats tend to fluctuate.

To get more accurate data, split testing is recommended. This can include A/B testing or multi variant testing. Both give results based on same date range but different changes on a page. Elements to test include CTA button position, colours, header variations and layout designs.


Analysing user behaviour enables you to understand what works best for the highest conversion rate. Google Analytics 360 Suite is a very useful tool for things like visitor flow analysis, A/B testing and geo-behaviour optimisation.

Tomorrow we look at site load speed.

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