Conversion Rate Optimisation (CRO): How to Start in 4 Steps

Do you have a beautiful website or e-shop, invest in advertising and bring in visitors, but sales just don’t click? Perhaps the problem is that you are not paying attention to conversion rate optimisation. It is a process thanks to which you can turn more of your current visitors into customers without having to spend more on advertising. Sounds great, right? Let’s look at how CRO works exactly.

Summary for Those Who Don’t Have Time to Read the Whole Article

• Conversion rate optimisation helps you get more customers from the same number of visitors.
• Start by analysing your current data. Find out where users leave your website.
• Test different versions of pages using A/B testing and measure the results.
• Remove obstacles in the purchase process and focus on improving your credibility.
• CRO is a long-term process. CRO is not something you do once and then forget about; you have to look after this metric continuously.

What Is Conversion Rate Optimisation?

Conversion rate optimisation, CRO for short (Conversion Rate Optimization), is the process of improving a website, app or e-shop so that more visitors take the desired action.

Imagine you have a brick-and-mortar shop. Every day 100 people come in, but only 3 of them buy something. Conversion rate optimisation is a way of getting 5, 7 or even 10 customers a day to buy from you instead of 3. And all of that from the same 100 visitors you already have.

The conversion rate is, simply put, the percentage of visitors who do what you want them to do. Most often this is a purchase, but it can also be filling in a form, downloading a catalogue or subscribing to a newsletter.

It is calculated as follows: Conversion rate (%) = (Number of conversions ÷ Number of visitors) × 100

So if 1,000 people visit your e-shop in a month and 30 of them buy something, your conversion rate is 3%.

Why Is Conversion Rate Optimisation So Important?

There are several reasons, and most of them concern your money:

• Higher profit without higher marketing costs – When you increase the conversion rate from 3% to 5%, you get 67% more orders from the same number of visitors. That means more money without having to spend more on advertising.
• A lower cost of acquiring one customer – If you pay CZK 1,000 for advertising today and get 3 customers, one customer costs you roughly CZK 333. With the conversion rate raised to 5%, one customer will cost you only CZK 200.
• A better experience for your customers – When you optimise your website, it automatically becomes more pleasant and easier to use. Customers then gladly return and recommend you to others.
• An advantage over the competition – While other companies just pump money into advertising, you will be smarter. You will get more customers from every crown invested, which gives you a huge advantage on the market.

Don’t know what to do? We’ll solve it all for you.

How to Start with Conversion Rate Optimisation Step by Step

Conversion rate optimisation is not about randomly trying different button colours or changing texts “by eye”. Successful optimisation requires a systematic approach based on data and careful analysis.

Step 1: Analysis of the Current State

Before you change anything, you must understand how your visitors behave on the website and where exactly they drop out of the purchase process.

Key questions you need to know the answers to:

• What is your current conversion rate?
• On which pages do visitors spend the most time?
• Where do they most often leave your website?
• What are the most common reasons why they don’t complete a purchase?

Tools that will help you with the analysis:

• Google Analytics 4 – This free tool shows you where visitors come from, how they move around the website and where they leave. You will also find information on which pages are most popular and which, on the contrary, visitors are not interested in.
• Heatmaps and user behaviour recordings – Tools such as Hotjar or Microsoft Clarity show you where visitors click, how far down the page they scroll and where they get stuck.

Step 2: Identifying Obstacles and Weak Points

Once you have the data, it is time to find the specific problems that prevent visitors from completing a purchase. The most common obstacles in conversion rate optimisation include:

• A complicated purchase process – If a customer has to fill in too many forms or go through many steps, they often give up. The ideal is to have the shortest possible path from choosing a product to completing the order.
• Unclear or badly placed buttons – Visitors must understand immediately where to click to continue the purchase. The “Buy” or “Add to basket” button should be prominent and clearly visible.
• Slow page loading – Every extra second of loading can cost you tens of percent of visitors. People are impatient and if a page doesn’t load quickly, they leave.
• A lack of credibility – Missing customer reviews, security certificates or unclear information about the company can put visitors off buying.
• Poor responsiveness – More than half of purchases today are made on mobile phones. If your website doesn’t display well on mobile, you are losing a huge number of customers.

Step 3: A/B Testing

A/B testing is the most reliable way to find out which changes really work. The principle is simple: you create two versions of the same page (version A and version B), show each of them to half of the visitors and see which achieves better results.

Practical examples of A/B testing:

• Version A: A red button with the text “Buy” vs. Version B: A green button with the text “Order now”.
• Version A: A short product description vs. Version B: A detailed description with benefits and images.
• Version A: The standard order process vs. Version B: A simplified process with the option of buying as a guest without registration

Step 4: Implementation and Measuring Results

After evaluating the A/B tests, use the most successful variant for all visitors. Remember that conversion rate optimisation is a long-term process. It is not a one-off action but continuous improvement.

Track these metrics:

• Conversion rate (the main indicator),
• average order value,
• number of new customers,
• basket abandonment rate,
• total turnover.

How Will Archetix Help You with CRO?

Conversion rate optimisation requires expert knowledge, the right tools and above all time for regular testing and analysis. That is why many companies work with external professionals.

For clients we design optimisation based on hard data and proven methods, thereby minimising the risk of failure. Our CRO process in practice:

• A comprehensive website audit – We carry out a detailed analysis of your website, identify weak points and propose specific improvements.
• Data-backed change proposals – We don’t make things up. Every proposal is based on data analysis and proven practices.
• Professional A/B testing – We set up and evaluate tests so that the results are statistically significant and reliable.
• Long-term optimisation – Conversion rate optimisation is a marathon, not a sprint. We monitor the results regularly and propose further improvements.
• Measurable results – Our clients typically achieve a 20–50% improvement in conversion rate within the first months of cooperation.

Frequently Asked Questions