Conversion rate optimisation (CRO)More customers –from the visitors you already have.
Conversion rate optimisation (CRO) is the process of improving a website or online shop so that a larger share of its visitors get in touch, book a call or buy. I find out where and why visitors drop off, put the changes with the biggest impact in a clear order, and measure what works. That way you get more out of the traffic SEO and Google Ads already bring you.
Where are you losing visitors?
The traffic is there, the results aren’t: that’s the classic sign your website loses people before they enquire or buy. Conversion rate optimisation finds those leaks and closes them.
Does any of this sound familiar?
- Lots of visitors leave without getting in touch or placing an order.
- SEO and Google Ads bring traffic, but too few measurable results.
- Forms, buttons or the page flow put unnecessary hurdles in the way.
- You don’t know exactly where visitors drop off.
If you’re nodding at even one of these, your website is leaving money on the table – money you’ve already spent on getting visitors there.
Why isn’t more traffic always the answer?
You’re already investing in SEO, Google Ads or other channels to bring people to your site. If they bounce anyway, part of your existing demand goes to waste. There are usually three problems behind it:
Visitors arrive – and leave again
The page gets found, but too many people leave before they send an enquiry, book a call or complete an order.
Your traffic gets more expensive than it needs to be
Every extra visitor costs time or budget. If the page doesn’t persuade visitors, you’re paying for reach that brings too little business – with Google Ads, for every single click.
You don’t know what’s holding people back
Is it the message, the form, a lack of trust or the navigation? Without a clear analysis it’s easy to optimise the wrong things – the button colour instead of the offer, for example.
What is the goal of conversion rate optimisation?
Not simply more visitors, but more results from the visitors you already have. CRO starts where SEO, Google Ads and other channels have already done their job: on your website or in your online shop.
I look at why people don’t take the next step, and what needs to change so that interest turns into an enquiry or an order more often. The principle has three stages:
- The right visitors arrive. SEO, ads and other channels bring relevant people to your site.
- The page removes doubts and hurdles. Message, structure, trust and navigation match what the visitor came for.
- The next step gets easier. More of the right visitors enquire, book a call or buy.
What is a conversion rate?
Your conversion rate is the share of visitors who take the desired action: conversions divided by visitors, times 100. An example to illustrate:
| Visitors | Conversion rate | Conversions |
|---|---|---|
| 10,000 | 1.0% | 100 |
| 10,000 | 1.5% | 150 |
Same number of visitors, more results – without having to buy or build extra traffic first. Which conversion rate is realistic depends on your business model; the figures above are an illustration, not a promise.
How does CRO differ for B2B websites and online shops?
The conversion you want is different; the principle behind it isn’t. A consulting-heavy service needs a different user journey than a shop, so I don’t optimise by template.
| Aspect | B2B website | Online shop |
|---|---|---|
| Goal | qualified enquiry or booked meeting | order |
| Key question | Who is the offer for, what problem does it solve, why is a call worth it? | Can I quickly find the right product, and can I trust the shop? |
| Typical hurdles | unclear message, long forms, missing proof | poor navigation, unclear product details, clunky checkout |
| Read more | B2B SEO | E-commerce SEO |
Where are the biggest levers?
I don’t just tweak buttons – I optimise the path to a decision. What matters is where people hesitate, drop off or don’t understand what to do next.
Message and content
Does a visitor understand within seconds what you offer, who it’s for and why they’re in the right place? Strong messages start from the real reasons people buy. My guide on why customers buy explains them.
User journey
Page structure and navigation are set up so visitors quickly find the next sensible step – no detours, no dead ends.
Calls to action
A call to action (CTA) is the prompt on your page that asks visitors to act, usually a button or link. It has to be clear, match what the visitor wants and appear at the right moment. My guide to call-to-action examples shows what works.
Forms and checkout
Unnecessary fields, unclear steps and avoidable friction are reduced so fewer people abandon along the way. Every field you don’t really need costs you enquiries.
Trust and proof
Testimonials, references, clear statements and transparent information remove the last doubts before a decision. Proof beats claims.
Tracking and data
I check where visitors leave and which pages or steps work, for example with Google Analytics and Google Search Console. That way decisions rest on data, not gut feeling.
How do I approach conversion rate optimisation?
Not every change is automatically an improvement. So the order is: analyse, prioritise, then measure what actually works.
- Analysis: I look at pages, user journeys, existing data and typical drop-off points to see where the most potential is being lost.
- Priorities: findings become concrete hypotheses and a clear order. The changes with the biggest impact come first.
- Optimisation: copy, page layout, forms, CTAs and other elements are adjusted in a targeted way – not simply rebuilt from scratch.
- Measure and test: I check what changes. Where there’s enough data, we test variants against each other.
A/B testing is not mandatory. An A/B test shows two versions of a page to different visitors and measures which converts better. That needs enough traffic; otherwise the result is rarely statistically reliable. With less traffic, a solid analysis, a clear concept and prioritised changes often achieve more.
When is conversion rate optimisation worth it?
Mainly when you already have visitors and want more out of them. CRO doesn’t create demand – it makes existing demand more efficient. Three typical situations:
- SEO already brings traffic: rankings and visitor numbers are growing, but the business impact lags behind. How to attract the right visitors is covered on my page as an SEO consultant in Hamburg.
- Google Ads are getting expensive: you’re paying for qualified traffic and want the landing page to make the most of it. A better landing page often lowers click costs too – more on my page as a Google Ads expert.
- The website or shop basically works: the offer has proven itself in the market, but you suspect the user journey, content or checkout is leaving revenue behind.
Why CRO from an SEO consultant?
More traffic achieves little if your website doesn’t engage visitors. Through SEO and online marketing I’ve been working on how people find websites since 1999. Conversion rate optimisation is about the next step: what happens once they’ve arrived?
I combine visibility, an understanding of users and technical delivery, so that not only more people find your website, but the traffic you already have works harder for you:
- Website and marketing looked at together rather than in separate silos.
- Prioritised changes instead of long wish lists.
- Delivery for B2B websites and online shops with my team at SEOeffekt – including the technical side, for example directly in WordPress.
5.0 from 80+ Google reviews300+ clients since 19991,263 top-3 rankings
“Thanks to his experience and technical skills, we were able to optimise our processes and measurably increase our conversion rate.”
Translated from German.
How do you find out why your traffic isn’t turning into customers?
In a short, free intro call we look together at where visitors drop off on your website or in your shop, and which changes would have the biggest impact right now. No sales pressure. Send me a message using the form below or book a call directly.
Conversion rate optimisation questions
Updated on · by Hamed Farhadian
What is conversion rate optimisation?
Conversion rate optimisation (CRO) improves websites and online shops so that a larger share of existing visitors take a desired action. That might be an enquiry, a booked call, a purchase or any other action that matters to your business.
What is a conversion?
A conversion is the action you want a visitor to take. On a B2B website that’s usually a qualified enquiry or a booked meeting; in an online shop it’s typically an order. A newsletter sign-up or a download can count as a conversion too.
What is a good conversion rate?
There’s no universal benchmark. A good conversion rate depends on your industry, business model, price point, audience, traffic source and the type of conversion. What counts is your own starting point – and whether the rate, and with it your revenue, improves over time.
Do I need A/B testing for CRO?
No. A/B tests are a powerful tool when you have enough data. With lower traffic, fixing obvious weak spots in user journeys, content, forms and tracking usually achieves more.
What is the difference between SEO and CRO?
SEO brings the right visitors to your website. CRO takes over from there and makes sure more of those visitors enquire or buy. The two belong together: more traffic to a page that doesn’t persuade visitors achieves little, and the best page is useless if nobody finds it.
Does CRO work for both B2B websites and online shops?
Yes, but not with the same measures. B2B websites usually focus on the qualified enquiry. In an online shop it’s more about product understanding, trust and a smooth checkout.