What is a good conversion rate?

'Good' conversion rates can vary depending on your industry and your goal. A small, highly engaged audience might give you a high conversion rate, but a much larger audience with a lower conversion rate could generate more revenues. For ecommerce, a conversion rate of around 2-5% is often regarded as 'good'. But it depends on what you want to achieve - if your existing rate is 0.5%, increasing that to just 1% would represent a 100% growth in the actual volume of conversions. Remember too that conversion rates of over 100% are theoretically possible, if you count each individual conversion separately when the same customer completes multiple funnel goals.

How long does it take to see CRO results?

CRO is an organic growth method. You need time to conduct detailed, logical A/B testing, accumulate sufficient data to carry out rigorous analysis, and then to build on those conclusions as you iterate the process many times over. Incremental gains will start to add up over the lifetime of your CRO campaign, and will persist for some time once you stop optimising or put your focus on other aspects of your website and content. Simple changes can be made faster (e.g. A/B testing can be carried out more quickly than complex multivariate testing) but sometimes you need that complexity - and the time it takes to collect data - to identify the little tweaks and finishing touches that might otherwise be missed.

Can CRO be applied to all types of websites?

All commercial websites can benefit from CRO, regardless of the types of conversion you hope to generate. There are several main kinds of websites, including sales-driven ecommerce websites, lead generation/service-oriented websites, and content-focused sites (e.g. blogs). Your website might fall into more than one of these categories, for example you might have an ecommerce site that sells physical hardware AND SaaS services AND downloadable whitepapers. CRO is a universal tool to improve conversion rates across all of these areas. If you can define it as a goal for funnel analysis, you can raise your completion rate via CRO.

What tools are best for CRO?

Third-party tools can generate tracking data for your CRO campaigns, making it easier to test the effectiveness of different versions of your content, and to see exactly what your conversion rate is. Some of the leading tools for CRO optimisation are: Google Marketing Platform (formerly Google Optimize), Hotjar, and Optimizely. Google Marketing Platform combines several Google products, like Analytics and Search Console. Hotjar is a heatmap tracking tool that provides detailed data on user interactions. Optimizely is excellent for A/B and multivariate testing, and allows you to offer personalised website versions to visitors.

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