Conversion Rate Optimisation
Conversion Rate Optimisation
Conversion Rate Optimisation (CRO) is the process of increasing the conversion rate of a website. As well as the basic navigation, calls to action and structure of the website we use tried and tested methods like split testing and traffic segmentation to optimise the site.
CRO is not only good for the website owner in terms of more transaction, but also good for the website user as CRO enables them to achieve their goal faster.
The Conversion Rate Optimisation Process
HOW WE DO IT
1
Research & Conversion Analysis
Every conversion rate optimisation project begins by understanding how your website is currently performing and how visitors interact with it. We review website analytics, traffic sources, landing pages, conversion rates and user behaviour to identify where potential customers may be leaving the website without making an enquiry, booking or purchase.
2
User Journey & Conversion Mapping
We map the journeys visitors take through your website, from their initial landing page through to the desired conversion. This allows us to identify unnecessary steps, confusing navigation, weak calls to action and other areas of friction. We can then recommend improvements to page structure, content, forms and conversion paths to create a clearer journey towards becoming a customer.
3
Testing & Optimisation
Potential improvements are evaluated and, where appropriate, tested against the existing website. This can include changes to landing pages, headlines, calls to action, forms, navigation, layouts and checkout processes. A/B testing and performance data can be used where sufficient traffic is available, helping us make decisions based on real user behaviour rather than assumptions.
4
Implementation & Performance Analysis
Once improvements have been identified and tested, successful changes can be implemented across the website. We continue to monitor conversion rates and user behaviour to measure the impact of the changes and identify further opportunities. Conversion rate optimisation is an ongoing process of research, testing, implementation and refinement designed to generate more enquiries, bookings and sales from your existing website traffic.
Who We Have Worked With:
Related Services
FAQS
Conversion rate optimisation, often shortened to CRO, is the process of improving a website so that a greater percentage of visitors complete valuable actions. Depending on the business, a conversion could be an online purchase, enquiry, telephone call, booking, registration or download. CRO uses website data, user behaviour and testing to identify where visitors encounter problems and make improvements that help turn more existing traffic into customers.
Conversion rate optimisation focuses on removing obstacles that prevent visitors from taking action. This can include improving calls to action, simplifying forms, making important information easier to find, improving navigation, strengthening trust signals and creating clearer landing pages. Even relatively small improvements to conversion rates can produce a significant increase in enquiries or sales without requiring the business to generate the same percentage increase in website traffic.
Almost every part of a customer journey can be reviewed as part of a conversion rate optimisation strategy. This can include landing pages, service pages, product pages, navigation, calls to action, enquiry forms, shopping baskets, checkout processes and mobile layouts. Barsbank can also review elements such as page content, trust signals, pricing information and the steps visitors must complete before making an enquiry, booking or purchase.
Understanding why visitors leave without converting involves combining quantitative data with analysis of how people use the website. Barsbank can review analytics, conversion funnels, landing-page performance and user journeys to identify potential problem areas. Depending on the project, this can be supported by behavioural analysis, usability reviews and testing to understand where visitors become confused, encounter unnecessary friction or abandon the conversion process.
A/B testing compares different versions of a webpage or individual page element to determine which performs more effectively. For example, different headlines, calls to action, layouts or form designs can be tested with website visitors and their conversion performance compared. Where sufficient traffic and conversions are available, controlled testing can provide evidence for making changes rather than relying purely on assumptions about what users prefer.
Yes. Conversion rate optimisation is particularly useful for established websites that already receive traffic but are not generating as many enquiries, bookings or sales as expected. Rather than immediately rebuilding the entire website, Barsbank can identify areas where the existing user experience and conversion journey could be improved. This may allow a business to generate better results from its existing website and marketing investment.
CRO can improve the return generated from paid advertising by increasing the percentage of visitors who convert after clicking an advert. If a business pays to attract 1,000 visitors but only a small percentage make an enquiry or purchase, improving the conversion rate can generate more customers from the same advertising spend. This makes CRO particularly valuable alongside Google Ads, PPC, SEO and other digital marketing campaigns.
The timescale depends on the website, its traffic levels, the amount of conversion data available and the improvements required. Some usability or conversion problems can be identified and corrected relatively quickly, while statistically meaningful testing requires sufficient visitors and conversions to produce reliable results. CRO is often most effective as an ongoing process of analysis, improvement, measurement and refinement rather than a single one-off change.
There is no single conversion rate that every website should achieve. Performance varies considerably depending on the industry, product or service, traffic source, price, type of conversion and customer buying journey. A better approach is to establish the website's current conversion rate and continually improve it while monitoring lead quality, sales and commercial results. Barsbank focuses on meaningful business outcomes rather than pursuing an arbitrary industry benchmark.
Yes. Mobile conversion optimisation is increasingly important because the experience of using a website on a smartphone can be very different from using it on a desktop computer. Barsbank can review mobile navigation, forms, buttons, page layouts, checkout processes, calls to action and content presentation to identify unnecessary friction. Improving the mobile experience can help turn more smartphone visitors into enquiries, bookings and customers.
SEO and conversion rate optimisation perform different but complementary roles. Search engine optimisation focuses primarily on increasing relevant organic visibility and attracting visitors from search engines, while CRO focuses on increasing the percentage of those visitors who take valuable actions after reaching the website. Combining SEO and CRO can be particularly effective because one helps attract qualified traffic while the other helps convert more of that traffic into business.
Barsbank combines conversion rate optimisation with more than 25 years of experience in website design, website development, eCommerce and digital marketing. This means conversion problems can be considered from several perspectives, including user experience, technical performance, website structure, content, PPC and SEO. Rather than focusing solely on increasing website traffic, Barsbank can help businesses understand how their existing traffic behaves and identify opportunities to turn more visitors into enquiries, bookings and sales.
Barsbank Limited, 9C Darwin Court, Hawking Place, Blackpool, Lancashire, FY2 0JN
01253 542 722 | Contact Barsbank | Company: 4099900 | Data Protection: Z9547785
© 2025 Barsbank | Privacy Policy & GDPR Statement | Web Accessibility Policy | Anti-Slavery Policy
Barsbank.com is checked for accessibility using: 