What is CRO and how can you use it to increase your sales?

CRO, or conversion optimization, is a crucial tool for any brand that wants to increase its sales. While SEO aims to drive people to your website, increasing the visibility of your products/services, CRO focuses more on turning that traffic into leads, i.e. customers. In this article, we will explain how you can use CRO to your advantage and achieve the number of sales you are looking for.


What is the CRO?


CRO, also known as Conversion Rate Optimization, is a digital marketing tool that allows you to turn the traffic you receive on your website into sales. Therefore, from the CRO, several actions are developed to convert visitors to a page. While SEO focuses on managing traffic to your website, CRO is the metric that follows your potential leads along the sales funnel, converting them in a final stage of the process.

To analyze whether your measures are working effectively, it is important to know how to calculate the conversion rate. But don’t worry, because this calculation involves only basic math that is accessible to anyone. First, you should take the total number of conversions you received and divide it by the total number of visitors to your site. Then multiply this result by 100.




Number of conversions: 2,000

Number of visitors 200,000

Conversion rate= (2,000/200,000) x 100 = 1%


How to improve your conversion rate with CRO?

CRO is often the practice of A/B testing, where two different versions of a website are compared in order to understand which one is more appealing to customers and which one generates more customer actions, be they purchases, calls, questions, etc.

These tests involve in-depth or sometimes even superficial analysis, depending on the case in question. Something as simple as the color of a button can be an analyzed factor. But other more significant variants such as the structure of a page can also be studied to reach various conclusions.

You can also turn to other choices, such as conducting surveys of your customers’ opinions, which will provide you with the knowledge you need to make the necessary changes, or not if they are not necessary. CTA’s (call to action) should also be used to encourage the visitor to make a purchase and the inclusion of a chatbox can also be important for customer support purposes.

To conclude, another way to increase your conversion rate is to invest in the speed of your website. Visitors are quick to abandon a page that is slow, so don’t risk it!


What are the advantages of CRO?


The big advantages of CRO, which make this metric so appealing to many brands and companies, are related to gaining more customers, and consequently, more money. The following are some advantages of CRO, all of which should be considered when it comes time to create your own conversion rate optimization plan.


  1. You can make your decisions based on accurate data


If you are planning to make a change to your website to achieve a higher number of sales, know that you no longer need to rely solely on your intuition to do so. By using A/B testing, and even the other options we shared earlier, you now have a wide range of data that allows you to target what people want to see on your website.


  1. Facilitates the purchasing process


The big goal of CRO is to create a simple and accessible buying process for anyone. The easier the conversion process is, the more sales and satisfied customers you will get.


  1. You can gain a competitive advantage


If your competitors are not using CRO, you will have a competitive advantage over them, because you will be increasing your sales and number of customers compared to the other players operating in your industry.


  1. It will generate more money over time


By taking efficient measures to increase your conversion rate, sales will begin to increase, and consequently, your earnings. More often than not, CRO allows you to find opportunities that are sometimes overlooked or poorly analyzed. Something as simple as including a questionnaire to find out your customers’ opinions can be enough to, over time, start seeing an increase in revenue.


  1. You will get to know your visitors better


CRO allows you to understand the behaviors, preferences, and needs of the people visiting your website. This allows you to then make the necessary changes to meet what these potential customers are looking for.

CRO thus emerges as a great metric to, above all, increase conversions on your website, thus generating more money and reaching more customers.


Catarina Fonseca
Catarina Fonseca

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