Conversion rate optimization, or for short, CRO, is a study of optimizing your website in many ways so that you get more conversions. These might be more sales, more subscriptions to your blog, more emails collected, or more customers signing up to your service/website.
Conversion Rate

And CRO applies to almost everything you do online – from your landing pages, pricing page, homepage, blog, and product descriptions.

The gist of CRO is to become trustworthy enough, authoritative enough, and to have a good enough offer to lure as many potential customers to your page. Of course, this entails having a properly designed website where everything is as it should be.

But how do you know if your website is optimized for conversions? If you’re falling well short of your goals, then your conversion funnel needs improvement. But where to get started?

In this article, we’ll talk about the simplest and most fundamental strategies you need to be doing to create a better conversion rate optimization strategy. So let’s get started.

Step 1: Research Your Target Audience

In all of the pages and in everything you do online, you should be addressing your target customer effectively. You need to know exactly what they feel, what they do, what they want, and what they’re looking for on your page.

You’ll want to create customer personas – at least 3 of them, but have one main persona that you’ll be targeting with all of your online content. This is applicable to blog posts, landing pages, sales pages, sales letters, product descriptions, and more.

For example, you might want to learn the following things about your customers:
  • Their age
  • Gender
  • Education level
  • Employment status
  • Marriage status
  • Needs and wants
  • Whether they have kids
  • More

A good strategy for this targeted approach is to create a few customer personas where you specify exactly all of these details about your customers. And from there, you’ll want to create and base your content and all you do around these personas.

You will want to cater to their emotions in your sales pages and landing pages, and you’ll also want to prove that you’re a worthy choice later on. But this is applicable even to blog posts you put onto your website.

Step 2: Create Attractive Headlines

Headlines are everything in the online world. They’re the first thing your customer will see once they enter your website when they see your blog post, when they receive your emails, and when they sign up to the newsletter.

So as one of the world’s most famous advertisers of all time, David Ogilvy, put it, “you spend 80 cents of your dollar on your headline”. In other words, if the headline is not attractive to your customers, then they will not proceed to read the rest of your content, and will not view your offer as a worthy one.

Headlines should be brief and concise. If you’re creating blog posts, you can rarely go wrong with a how-to headline, for example. But when you’re creating a sales page headline, the words free, guarantee, and headlines with specific numbers and facts usually work best.

For example, a bad headline for signing up for your e-book would be this:

Sign up for our e-book now

This is a very vague headline, and it’s also very unspecific, so it can be connected to many other newsletters on the internet. It doesn’t offer something unique, something that would entice the customer to sign up.

If you’re offering a free e-book with the 9 best digital marketing tips, then you could phrase the headline like this:

Get our 9-step free e-book to improve your digital marketing now

Step 3: Create Appealing and Strategic CTAs

CTAs, or calls to action, are the bread and butter of every CRO specialist out there. You should have a clear idea as to where to position your CTAs, and how these buttons should look to maximize the conversions.

Almost every page of your website should have a CTA, even if you’re writing a short, simple blog post, or if you’re writing an email to your customers.

1. CTA Positioning

One of the more important things about CTA buttons is strategic positioning.

The best position for a CTA when it comes to landing pages and sales pages is right above the fold. This means your customers won’t have to scroll down to take action, and they will have a clear idea of what you’re offering from your content above the fold.

Additionally, you should also place CTAs up to 3 times on your landing or sales page. This creates a clearer pathway for your customers to take action, instead of just having one CTA on the top of the page. For example, you could put another CTA to the bottom of the page so they don’t have to scroll back up.

2. CTA Design

Talking about the design of the CTA, it’s the second most important thing that will help the customer decide whether they will take action or not – right behind the positioning of the CTA.

In short, the buttons should look neat, sweet, and modern, and should not be too out of place when it comes to colors and design.

In terms of design, here are some things to keep in mind:

The color. Firstly, it should fit with the overall color theme of your website. If you have a white background with black text and some blue elements, then it might make sense to create a blue CTA.

The shape. If you put generic CTAs without too much thought about their shape, you’re probably harming your conversions. A lot of people pay attention to well-designed CTAs. If your overall website designed is more rounded, then it’s better to create a round CTA.

The text inside the button. Yes, it matters a lot. It should be short, although not too long. And it should state clearly what it does, too.

3. Text CTAs

Another good strategy is to incorporate text CTAs all over your website. This is especially prevalent for blog posts.

Banner blindness is a real thing – it means your customers are ignoring banners, which is often unconsciously done.

Not everyone is appealed to graphical elements, and if they are readers, they will want to read content on the website. In that case, a text CTA will work best. Supplement your CTA buttons with text CTAs for the best results.

Step 4: Improve Page Load Speed

This amazing research shows how every second of loading speed cost Amazon $1.6 billion in sales. Or, for example, when Mozilla increased their load speeds for 2.2 seconds, their numbers rose by 15.4%.

These both prove the importance of having a fast-loading page. Your customers might get bored and if the page loads up too slowly, they will inevitably leave. Every second counts nowadays, especially because the competition is growing stronger and stronger.

Perhaps the most important page to improve the loading speed is on your checkout and cart pages. This is where you don’t want any intrusions and you don’t want the page to be slow, which can turn off the customers.

Step 5: Customer Reviews, Testimonials, Verified Badges

One of the best ways to entice your customers to buy from you is to appear as legitimate and as trustworthy as possible. While you may achieve that to an extent with free reports and helpful content, nothing quite beats customer reviews and raving testimonials.

When customers see other happy clients of yours, they will not hesitate to buy from you. You might want to incorporate customer reviews and testimonials to your sales pages, landing pages, and emails you send out to leads.

Additionally, you should place reviews on your checkout page, as well as your cart.

But even more importantly for checkout pages, you will want to put verified badges onto your checkout page. These may be the verified payment options you offer or other verification badges you can put there.

Step 6: Test, Test, Test!

One of the most important things you can do with your CRO is to test everything new you try out.

It might be as simple as rearranging the layout of your pages – or it might be as comprehensive as changing the entire text on your homepage.

When you test, you know exactly what you’re doing, and what works for your specific case.

What we are saying here is what has worked for others and us, but it doesn’t mean it might 100% work on your webpage. What will work is what you try and see that it’s giving results, so you should test.

Performing constant A/B tests is the best way to test new small and large strategies in your marketing.


CRO is one of the most important business tips and strategies you want to incorporate if you’re looking to improve sales and boost conversions on your webpage. Start with these simple steps now, and you should be getting better results in no time.