FREQUENTLY ASKED QUESTIONS

What is CRO and how does it improve conversions?

CRO (Conversion Rate Optimisation) is the systematic process of increasing the percentage of website visitors who take the desired action: fill in a form, call, buy a product or sign up for a newsletter. The key word is systematic. CRO is not guesswork or intuition — it is hypotheses, data and experiments. Why is CRO often a better investment than driving more traffic? Doubling conversions with the same traffic = doubling revenue without spending a single penny more on advertising.

The maths of CRO — why 1% makes an enormous difference

Imagine a store with 10,000 visits per month, an average order value of €50 and a current conversion rate of 1%. Revenue: €5,000 per month. Now you optimise the site and the conversion rate rises to 2% — with the same traffic, revenue doubles to €10,000. The traffic acquisition cost remains the same, but the value of every session doubles.

Comparing the two approaches: to double revenue through more traffic at a 1% conversion rate, you need to double your SEO or Ads spend. To double revenue through CRO with 10,000 sessions — possible with a one-off investment in site optimisation. Most businesses focus on acquiring traffic while ignoring the fact that a leaky bucket (low conversion rate) means the more you pour in, the more leaks out the side.

CRO tools — what to use and when

Tool	What it shows	When to use	Cost
Microsoft Clarity	Session recordings, heat maps, rage clicks	Always — as ongoing monitoring	Free
Hotjar	Recordings, surveys, heat maps	UX problem research	$0–$80/month
Google Analytics 4	Funnels, conversion paths, segments	Quantitative data analysis	Free
VWO / Optimizely	A/B tests, multivariate testing	10k+ sessions/month	$100–$500/month
Hotjar Surveys	On-site exit surveys	Investigating abandonment reasons	$20–$80/month

What the CRO process looks like step by step

A professional CRO process starts with data analysis, not with designing a new button. Step 1: GA4 analysis — where do users drop out of the conversion funnel? If 70% leave the checkout at the registration step, that is where the problem is, not on the homepage. Step 2: qualitative analysis — session recordings in Clarity show whether users are confused, whether they scroll to the CTA, or click on non-clickable elements (rage clicks).

Step 3: form a hypothesis — not "I will change the button colour" but "I believe that the registration barrier is causing cart abandonment — I am testing guest checkout". Step 4: test (A/B if traffic allows, or implement with monitoring if traffic is too low). Step 5: analyse results and draw conclusions. The cycle repeats. CRO is not a one-off action — it is a continuous iteration process.

The most common causes of low conversion — what is breaking your results?

From the audits I conduct, a recurring set of problems emerges. An unclear hero message: the user cannot tell within 3 seconds what the company does and who the offer is for. No social proof above the fold: client testimonials buried at the bottom of the page do not help at the decision-making stage. An overly complicated form: every additional field loses a portion of users — data shows that a 3-field form converts 160% better than a 6-field form.

Slow page loading: every additional second of LCP is a measurable drop in conversions. Poor mobile optimisation of forms and CTAs: buttons too small to tap, forms invisible without scrolling, phone numbers not tappable on mobile. Competitive distractions: too many options and calls to action simultaneously mean users choose none. One page — one primary CTA.

CRO and SEO — how conversion optimisation affects rankings

CRO and SEO have a strong synergy that is rarely discussed. Improving conversions typically involves better UX: clearer content, faster page, better navigation. The same things that make users stay and convert also make Google rank the page higher. Longer session duration, lower bounce rate, more pages viewed — these behavioural signals are quality indicators for the algorithm.