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Conversion Rate Optimisation

What is Conversion Rate Optimisation?

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Conversion rate optimisation focuses on altering your website to make it easier to use and allowing your customers to performed your desired action more efficiently such as a sign up, sales or lead.

Why do this? Even the slightest change to the size of a button, colour or page layout can have a dramatic impact on the number of conversions made on any website. Whether that be newsletter sign ups, purchasing a product or contact us enquiries.

This is why it is extremely important to continuously monitor and test each step in your conversion funnel to make it as easy as possible for visitors to achieve your desired end goal for them.

Use Analytics to Measure

Web analytics packages such as Google Analytics allow you to understand how your visitors interact with your website, and discover what their motivations are for purchasing or not purchasing your products.

Using a combination of Google Website Optimiser, analytics software and heat mapping tools such as crazy egg or clicktale will get the best results as well as constantly testing different page layouts and call to action methods.

Call to action

What do you want your visitor to do? Make it obvious!!

Don’t hide your ‘apply now’ or ‘buy now’ buttons.  Make them big. Make them bold. Make it easy for your users!

As Aaron Wall says in his SEO Book; “users should be able to do the action you what them to without even thinking!

Page layout

Sometimes using a different layout for your sales page can improve (or reduce) your conversion rates dramatically. The positioning of the call to action and other elements such as images, features and testimonials can also impact significantly on the number of conversions.

Mix it up, test different versions and see how the slightest change in design can improve your bottom line.


Most good websites typically have some consistent elements which make them easy to use.

Things such as:

  • Consistent and clear navigation
  • Consistent design
  • Fast loading times
  • Minimal amount of JavaScript

These are just a number of different elements that can have a dramatic impact on a website’s usability and improve your sign ups, sales and conversions. If you want to find out more about optimisation conversion rates, the Conversion Rate Experts website has a wealth of information and actionable information that can help your business.

About Andrew Webber

I'm an avid basketballer who is passionate about internet marketing. I love local SEO and helping small business get more visibility. I am also the founder of SEO Maverick. Find me on Google+ at +Andrew Webber
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There are 2 comments. Add yours.

  1. YWB

    Great tips Andrew, did you make the title up or is it a widely used term haha, I can’t remember hearing it described as “conversion rate optimisation”. But it makes sense.

    • Thanks Oliver! Unfortunately I wasn’t the one clever enough to have made it up – it’s used pretty widely nowadays throughout the internet marketing community (particularly pay per click). I know the Conversion Rate Experts use the term in their marketing and all throughout their website to describe what they do (and how they do it)!’s page on conversion use the terms “conversion rate optimisation” and “improving conversion rates” interchangeably but it all means pretty much the same thing – turn a greater % of visitors into conversions by altering elements of any particular web page!

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SEO Maverick is an Adelaide SEO and website design agency specialising in local SEO services. Director Andrew Webber has been in the online marketing industry for over 8 years and has worked with some of Australia's biggest brands including: Elders, Rural Bank, Cancer Council and Ouwens Casserly.

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