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Conversion Rate Optimisation (CRO)

Understand Your Users to Achieve Your Goals

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    What is Conversion Rate Optimisation?

    Conversion Rate Optimisation (CRO) is the systematic marketing process of increasing the percentage of website visitors who take a desired action or complete a trackable goal. This could be the percentage of website visitors who complete an online purchase, the increase in the number of people who fill in an enquiry form, who download a document, who use the online chat function, make a phone call, or subscribe to receive newsletters.

    The desired action can be any KPI (Key Performance Indicator) that is seen as a barometer of the level of relevant engagement the website is achieving.  The Conversion Rate Optimisation (CRO) process entails understanding how web users progress through your site, what actions they carry out, and what is preventing them from completing your chosen goals.

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    Ensuring More Customers Convert

    Establishing Conversion Rate Optimisation (CRO) statistics for e-commerce websites is straightforward, the top line is the percentage of website visitors who make a purchase; however, it goes much deeper than just a percentage of customers who purchase. To do justice to Conversion Rate Optimisation, we can start looking at average spend per item, the total number of items purchased in one transaction, the profitability of the items sold and the frequency of customers to re-purchase. All these elements make a difference to the profitability of an e-commerce business but many of these factors fall outside the traditional CRO matrix of measurement.

    For B2B clients and those businesses looking to acquire customers rather than selling online, Conversion Rate Optimisation must go a few steps further than just recording the percentage of sales enquiries received, against the total number of visitors to the site. Yes, the number of enquires need to be logged, but then we need to establish the conversion rate of enquiry to sales, the costs associated with converting the enquiry (is there a lot of work involved in providing a quote or creating a pitch), the average order value and then a measure of the customer loyalty. What is the lifetime value of a new customer? What level of customer loyalty is the website generating? All these factors will influence the true B2B Conversion Rate figures.


    “After years of poor service from other companies, Piranha came to our aid and designed a fabulous website for us (Promotional Candy Company). Since it has gone live, we have experienced a very noticeable increase in the number of enquiries and consequently, sales. Nothing was too much trouble for Piranha, their attention to detail and customer service, not to mention creativity, is second to none. Thank you to the Piranha team!”

    Sue Armstrong, Sales Manager - Promotional Candy Company

    Some Interesting Conversion Rate Optimisation Facts

    • A typical website conversion rate is about 2.35% on average. But the top 10% of companies are seeing conversion rates as high as 11%.
    • A/B testing is the most popular form of CRO, with 56% of companies surveyed using this method.
    • Using videos on your landing pages can increase your company’s conversions by 86%.
    • Companies whose conversion rates improved last year are performing, on average, 50% more tests and using 47% more methods to improve conversion.
    • Businesses with more than 40 landing pages generated 12 times more leads than those with 1-5 landing pages.
    • Companies see a 55% increase in the number of leads when increasing their number of landing pages from 10 to 15.
    • 68% of small businesses do not have a documented CRO strategy.
    • Top converting companies spend more than 5% of their budgets on optimisation.
    • Landing pages with multiple offers get 266% fewer leads than single offer pages.

    Why Choose Piranha Digital as your Conversion Rate Optimisation Agency?

    We are a leading full-service digital marketing agency, with a fully qualified in-house digital marketing team who plan, create and delivery outstanding campaigns for our clients across many varied market sectors. One key component of our full-service offering is that of world class Conversion Rate Optimisation and maximising our clients’ return on investment. If you want to get the most from your digital opportunities, then contact us today for a bespoke proposal covering your CRO needs.

    More about Digital Marketing Services from Piranha

    • Piranha first started offering Conversion rate Optimisation as a service soon after the launch of the company in 2001.
    • We have an unrivalled level of expertise in delivering results driven campaigns for our clients across many consumer markets and trade sectors.
    • Our management fees are extremely competitively priced, helping you obtain an even better Return on Investment.
    • Our Conversion Rate Optimisation Management team consists of highly qualified and Google Accredited professionals who live and breathe digital advertising.
    • We specialise in both consumer and trade Conversion Rate Optimisation campaigns.
    • You will be assigned both an account manager and a CRO professional who will be working on your Optimisation Campaign.
    • Piranha has an in-house creative team and website development team so we can design, test, and build different landing pages for A/B testing to improve ROI.
    • Strong management team overseeing all Conversion Rate Optimisation projects.
    • A strong portfolio of successful projects and case studies across most industry sectors supporting our claims.
    • In-depth monthly reporting and communications regarding the effectiveness of CRO campaigns running

    Start or Transfer your Conversion Rate Optimisation Project to Piranha

    Starting your CRO project today with Piranha could not be easier. Simply call our head office in Lancashire on 01772 888331 or fill in one of our enquiry forms and one of our Conversion Rate Optimisation specialists will have a chat to you about your requirements. We may be able to provide a quick quote based on the outcome of the conversation, but we would prefer to arrange a meeting with you to learn more about your company and what your targets and current conversions rates are.

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