An introduction to conversion rate optimisation (CRO)

Maybe you’ve thought:

"Do I just need more traffic?"
"Should I post more?"
"Maybe it’s just a tough market right now…"

Here’s the truth: Most websites don’t have a traffic problem - they have a conversion problem.

In fact, chasing clicks without fixing conversion rate issues is like pouring water into a leaky bucket - you don’t need more water… you need fewer holes!

Conversion Rate Optimisation (CRO) is simply about spotting the leaks (and opportunities) and gently guiding more of your visitors to take action.

And the good news is that the solution is often much simpler than you might think.

Micro-decisions

Every website presents a series of moments - tiny micro-interactions and decisions shaping the visitor's experience and the clues to improving those moments are scattered across hundreds of tiny decisions you probably didn’t even realise you made.

Think of it like inviting someone into your shop... and then accidentally putting tripwires across the floor, hiding the checkout behind a curtain and shouting confusing directions at them.

Sounds ridiculous, right?
But online, this happens every day:

53% of mobile users abandon a site that takes longer than 3 seconds to load*
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Reducing form fields from 11 to 4 can boost conversions by 120%*
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92% of consumers trust recommendations from other people over brand messaging*
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So what’s the secret to CRO success? Design for decision, not distraction. 

Every element on your page should either:

• Build trust

• Deliver value

• Nudge a decision

A CRO starter kit:

So, where do you actually begin?

It’s easy to feel overwhelmed when you realise your website is made up of hundreds of tiny decisions - but the secret is to start small.

Here’s your CRO starter kit - a simple, actionable way to rethink your website with fresh eyes:

1. One page, one goal.
   What is the single next action you want from your visitor? Remove any distractions or fluff that clutter your page.

2. Build trust at every turn.
   Humans decide emotionally first, then rationalise later. Testimonials, clear promises and trust badges matter more than you think - include them early and often.

3. Simplify your interactions.
   Every extra form field is an extra reason to leave - cut to the essentials.

4. Speed matters.
   Test your load times. Mobile load speeds should be a priority.

5. Anticipate objections.
   Ask yourself: What might make someone hesitate right here? Then address it head-on.

6. A strong value and even stronger CTA.
   Your unique selling point should leap out and your call-to-action should feel intentional - never just ‘Click here’.

What’s your next move?

CRO isn’t some tech wizardry - it’s empathy, strategy and curiosity rolled together. It’s about tuning in to the little moments that make your visitor feel more confident, more understood and more prepared to say ‘yes’.

And remember, you don’t need a complete overhaul to see real results - you can start small, test and then revise again. Momentum will build from there. 

Let’s make your website work smarter, not harder.