What CRO actually is
Conversion Rate Optimisation is the process of improving the percentage of users who take a valuable action. In ecommerce that is usually purchase. In lead gen it is a qualified enquiry. The best CRO work ties changes back to revenue, margin, and customer quality.
Start with a clear measurement setup
- Define primary conversions and supporting micro conversions (used for diagnosis, not ‘winning’)
- Ensure event tracking is correct and consistent across devices
- Create simple dashboards for conversion rate, drop-off, and revenue per session
Where to look first
Checkout and forms
- Reduce steps and remove unnecessary fields
- Add clear error handling and reassurance (delivery, returns, security)
- Support address autocomplete and minimise re-entry of information
Mobile experience
- Make tap targets generous and navigation simple
- Keep key information close to the call to action
- Avoid intrusive popups that interrupt purchase intent
A practical testing approach
- Use A/B tests for high-traffic pages and high-confidence hypotheses
- Use ‘before and after’ with careful segmentation for lower-traffic areas
- Document learnings so wins become a new baseline rather than a one-off improvement
Opinion: if you do not know why users are struggling, you are guessing. Guessing is expensive.
Want a CRO roadmap that is measurable?
Sculpt Digital can run a CRO and analytics review, identify the biggest friction points, and build a prioritised testing plan focused on commercial outcomes.
