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Conversion Rate Optimisation

You may already be investing in social media campaigns, SEO and PPC to bring traffic to your website, but what happens after they arrive at your website? Once you’ve got a potential customer on your site how can you convert them into an actual customer?

This is where conversion rate optimisation steps in, otherwise known as CRO. A well structured CRO strategy can make the difference between a good online business and a high-conversion business.


What is CRO?

CRO is the practice of making website improvements to maximise the chances of converting your site visitors into customers. Through analysis of how the user is using the website, identifying opportunities and then A/B testing ideas and making changes, we’ll improve your conversion rate.


By building an effective CRO strategy, you’ll improve your ROI from every marketing campaign and traffic source to your website. Not only does CRO help in the short term, but the benefits are long lasting because you’ll have deep insights into what matters to your customers. You can make informed decisions on what features and functionality you’ll need on your website.

Why is Conversion Rate important?

The Conversion Rate is the percentage of users who take a required action. It allows you to measure the value you are getting from users coming to your site. For example, if you run an e-commerce site, you can accurately measure the ROI on each visitor coming to the site.


Why BrandContent?

We’re experts at driving relevant traffic to websites through content marketing, paid social media strategies and PR – but it doesn’t stop there. The old belief that the marketing or comms team drives brand awareness and traffic and then sales or conversions are handed over to the ecommerce team is frankly outdated. Our specialist team can do it all: you can have a programme which drives your brand awareness, drives relevant traffic and helps you convert it.


What’s included in a CRO service?

A CRO strategy is personalised to each business. It includes working with the tools you already have in place, whether that’s Google Analytics, SessionCam, Adobe Target or any other software, and putting forward recommendations for tools. Regardless of the software your business has, each CRO campaign has a starting hypothesis report detailing the end goals and methods, ongoing testing and analysis and recommendations for changes.


A CRO programme includes:

  • A/B multivariate testing
  • Website performance analysis and reporting
  • Analytics insights
  • Landing page analyser
  • Usability testing
  • Heatmaps & clickmaps
  • An expert review of your current website


CRO is not an overnight process, it’s a path to deeper insights into your users – what they want, how they want it, what makes them convert, and what’s stopping them converting. The benefits are long-lasting, helping every marketing campaign you run lead to higher customer conversions increasing your bottom line.

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