/ Marketing
What is CRO (conversion rate optimisation)?
CRO is the discipline of improving what percentage of visitors take a desired action — usually purchase, signup or enquiry. Real CRO combines analytics, user research, and testing.
/ 01
The short version
CRO is often confused with A/B testing button colours. That's a tiny fraction of it. Real CRO starts with why users don't convert, then fixes those reasons.
/ 02
The proper CRO process
Analyse (heatmaps, session recordings, funnel data). Hypothesise (why do users drop off here?). Test (design + implement the fix). Measure (statistical significance, not gut feel). Iterate.
/ 03
Common wins
Cutting form fields from 8 to 3. Adding social proof near the CTA. Speeding up mobile page load. Clarifying pricing. Adding a guarantee. Simplifying navigation. Removing distracting popups. Making the primary CTA sticky on mobile.
/ 04
When to invest in CRO
Once you have consistent traffic (5,000+ monthly visitors) and enough conversions to test meaningfully (100+/month). Below that, focus on getting more traffic first — CRO on tiny sample sizes is guesswork.
/ 05
Where RIOT fits in
We're a small Colchester studio helping UK SMBs get your CRO programme right without agency waste or freelancer flake. If you've read this far and you want a second opinion on your specific setup, book a 20-minute call and we'll tell you honestly whether it's worth doing anything at all.
We work with clients across Essex, Suffolk, London and the wider UK — and remotely with brands abroad. No lock-in, no monthly retainer minimums, no pretending your problem is bigger than it is.
/ FAQs
Common questions
How much can CRO improve conversions?
10–40% uplift in the first 12 months is realistic on a mature site. 2× is possible but usually needs a rebuild.
What tools do I need?
GA4, Microsoft Clarity (free heatmaps and recordings), and a testing tool if you have volume (VWO, Convert).
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