Optimize Your Conversion Rate

Conversion Rate Optimization, or CRO for short, is the technique of using tools such as analytics to help improve and optimize your website. CRO involves you improving any metric on your website that’s vital to your operation. Whether your goal is to acquire new customers, sell a product, or download a particular product, your website needs to be optimized in key areas. Using conversion rate optimization principles, you can help increase your leads from website traffic, which will help propel your business forward. Here are 3 key insights on how to help take your website and business to the next level:



Although this seems to be a no-brainer, sometimes people seem to forget how important a headline is. As an example, think of newspaper headlines. Would the newspaper have succeeded in its early days if it wasn’t for those catchy attention-grabbing headlines splashed across the front page? The same goes for your website. The first thing someone sees when they enter your website is the headline. The headline is the first selling point. If you want someone to keep reading you have to draw them in. Your headline needs to be catchy, clever, and most importantly, clear. If your headline doesn’t pop, people won’t read the rest, therefore eliminating any potential conversion.


Add an Element of Urgency

This can be a tough one. On one hand, you want someone to sign-up or purchase whatever you have to offer. On the other hand, you don’t want to come across as some cheesy infomercial. Adding a sense of urgency to an offer or service can help push someone to make a decision quickly. You need to provide the user a reason as to why they need to take action today and not a few weeks from now. There are easy ways to do this, such as making your offer time sensitive, or even having a promo code that expires in a few days (or appears to expire in minutes or hours). These ideas can help push the user to make a decision quickly. If your business sells a physical product, you could offer express shipping free for a limited time so that the user will not only save on shipping costs, but they know they can have that product in their hands in a few business days. This sense of urgency will increase conversions through your website which will ultimately result in higher sales.



The look and feel of your website is just as important as the content on the website. Having a sleek and simple design can be what makes your website amazing. There is nothing potential customers hate more than a website that is hard to navigate. Use colour in an efficient way.  If your demographic is mostly male, use darker colours. There are tons of resources online that can help you decide which colours work best for your type of business and your audience. Helpscout published a simple and great piece on how the psychology of color can affect your marketing.

It’s also important to use the right fonts. Check out this great article from Neuromarketing on how a terrible font can crush your sales. Lower conversions means lower sales. Another thing we think is important in your website design is your images. Stop using tacky stock photos. They hinder on your credibility and just look fake. Use real photos of real people, they could even be of YOU, the owner of the business as this can help add a personal element to your website.


Of course, these tips are just a few of the many ways you can optimize your websites’ conversion rate. There are so many elements involved in tweaking your website and upping your conversion rate, but this is a great place to start if you want to make the most out of your website and what you have to offer.

Simply put, if you are looking to increase your revenue in 2018, you’ll need to increase your website’s conversion rate. The first step is clicking here!

Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing. Founded in 2012, Marwick has grown from a start-up to the 11th Fastest Growing Company in Canada in 2020 and expanded into the UK in 2019.

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