Conversion Rate Optimisation

CRO stands for conversion rate optimisation, and is a critical process in driving sales.

A "conversion" typically involves several steps in a sales funnel, as shown in the picture to the left. Customers become aware of your products when ads are delivered to them through an ads channel. If interested, they may click on links in the ads, thus redirected to your app / website / platform / stores where the products are shelved. From there on, we are in CRO's territory.

There are many aspects to be optimised, including but not limited to:

  • Navigation menu optimisation

  • UI & layout optimisation

  • Checkout page optimisation

Pricing strategies and sales event planning are often tasks of the CRO team too.

The most important CRO methodologies include A/B testing and statistical inference.

  • A/B testing

There are many tools in the market to help you implement an A/B testing framework. The most popular free tool is Google Optimise. If budget allows, Optimizely is a complete suite of tools that offers more powerful features

  • Statistical inference