Conversion rate optimization (CRO) is an approach to improving your website by examining visitor behaviour and engagement. While search engine optimization allows for customer acquisition, conversion rate optimization allows for an increase in conversions such as lead generation and sales. Driving traffic to your site does not always equate to profitable leads or transactions, yet conversion enables companies to increase revenue per customer without having to spend more money on advertising.

Websites are an ideal environment for optimization: there are numerous state-of-the-art tools that provide advanced insights into user behaviour, it’s a relatively inexpensive form of media, and is often the central point of online interaction with your audiences. Over time, even well-designed websites can fall below the curve, as trends and user preferences evolve. The reality is that relying on a few nice images and a contact us form could be costing you heavily year on year; while it’s possible to increase your revenue each month simply by optimizing your existing site. By closely monitoring information from heat maps, conversion funnels, user journeys and goal completions, it’s possible to pinpoint exactly where visitors’ pain points are – and start solving them!

To understand how to effectively optimize your website, we’ve come up with a four-step framework to guide you through improving conversion. Watch our video below to increase your website conversion today!



It is widely accepted that to remain relevant in today’s hypercompetitive market, companies must implement robust data-driven strategies. But there is no point collecting data if it’s just going to sit there.

One of the biggest challenges marketers face is going beyond a superficial review of metrics. Don’t take a siloed approach to analyzing data. You need to understand context in order to make sense of the numbers.


Reviewing your online journey is a crucial step to improving conversion. Perhaps you own an e-commerce site and are enjoying high incoming traffic from social media channels. However, at the end of each month, you’re left frustrated with a measly number of sales. Customer journeys are increasingly complex, with many more touch points in a single journey to purchase than a decade ago.

Marketers must become investigators: map out consumer journeys as they pass through social channels or ask questions to your LiveChat agents, or even how they browse the product pages of your site before heading to check-out.


Once your customer journeys are mapped out, you will be more likely to identify the reasons behind drop-off points in your site. The benefit of having tools such as heat maps and real-time conversion funnels is that they take the guesswork out. You will be better able to identify weaknesses in the customer journey and make suggestions for improvement, such as more interactive content or a quicker path to check-out.


Unfortunately, marketers are not fortune tellers. We are not able to predict which button placement, colour choice or word combination works best unless we test it on a real, relevant audience. Luckily, there are a host of tools available to conduct A/B testing to improve your website and conversion rates.

From call to action buttons to different headlines, small improvements can dramatically improve your customers’ experience.

If you would like to find out how IMS improves website conversion for our customers, get in touch at Looking for more practical advice on improving your online presence? Why not read our guide to wowing your customers on your e-commerce site with great UX, or how to use technology to tell an inspiring brand story that will engage and delight consumers.

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