Everything you need to know about Conversion Rate Optimization (CRO) to boost your business

Conversion Rate Optimization (CRO) is a crucial process for increasing your website's profitability. Let's find out together how to use CRO to optimize your conversions and turn your visitors into loyal customers.

CRO definition

CRO is a method used in digital marketing to increase the percentage of website visitors who complete a desired action, such as making a purchase, subscribing to a newsletter or downloading a white paper. This approach is based on data analysis and the formulation of hypotheses, which are then tested to validate the proposed improvements.

CRO objectives

The CRO makes it possible to :

• Understand how your site is used: Identify problems to be solved and opportunities for improvement.
• Innovate: Test new ideas and approaches to improve the user experience.
• Inform strategy: Use data to guide marketing and product decisions.
• Measuring performance: Continuously evaluate the effectiveness of optimizations.

UX Principles and Cognitive Psychology to Boost Conversion

Conversion rate optimization relies on UX principles and knowledge of cognitive psychology to better understand and influence user behavior.

We use them to analyze your templates and identify optimization opportunities. 

The Principles of Persuasion (Cialdini)

Robert Cialdini has identified six principles of persuasion that influence user decision-making:

1. Reciprocity: Offer upfront value (e.g. free content) to encourage users to take an action in return.
2. Social proof: Show that others have already taken the action (e.g. customer reviews, recommendations).
3. Authority: Use experts, certifications or studies to reinforce credibility.
4. Rarity: Indicate limited availability to encourage immediate action.
5. Commitment and consistency: Get progressive commitments to reinforce user involvement.
6. Sympathy: Create an emotional connection with your users.

Cognitive biases

Cognitive biases influence users' perceptions and decisions. In CRO, it is essential to understand them in order to structure an effective pathway:

• Anchoring bias: Users judge an offer on the basis of the first information they receive.
• Simple exposure effect: The more an element is seen, the more positively it is perceived.
• Rarity effect: A product perceived as rare is more attractive.

Nudges

Nudges are subtle incentives that influence behavior without forcing it:

• Pre-selected options: Offer a default option to encourage choice.
• Engaging language: Use encouraging language to guide users.
• Gamification: Add game elements to make the experience more engaging.

Gestalt Theory

Gestalt theory is based on principles of visual perception that facilitate the organization and interpretation of interfaces:

• Proximity: Group close elements so that they are perceived as related.
• Similarity: Use similar elements to create visual consistency.
• Closure: The human mind tends to complete incomplete forms.
• Continuity: guide the eye naturally with fluid lines and curves.

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Examples:

Group relevant information together (e.g. price, customer reviews, buy button) to help the user make a quick decision.

Avoid spreading information too thinly, which could disrupt comprehension.

Create subtle design elements that encourage the user to interact (e.g., partially visible images that suggest scrolling).

Design fluid layouts that guide the user to the main CTA.

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The Conversion Equation (LIFT Model)

The final optimization is based on a simple equation that we use to obtain a good UX classification of the page's elements:

Relevance + Clarity + Urgency - Distraction - Anxiety = Improved conversion

• Relevance: Tailor content to visitors' expectations.
• Clarity: Simplify navigation and messages.
• Urgency: Use triggers to encourage immediate action.
• Distractions: Reduce unnecessary elements.
• Anxiety: Reduce the disincentives to purchase with guarantees and testimonials.

FRAMEWORK S.I.G.Y for efficient CRO Analysis

For analytics, we use a framework adapted to CRO to quickly identify optimization opportunities:

(Segmentation - Identification - Large gaps - Y measurement )

1. User segmentation

The analysis should begin by dividing the audience into sub-groups to identify differences in behavior.

To segment :

Traffic sources (SEO, SEA, Social, Direct, Referral)

User type (New vs. Recurring)

Device used (Desktop vs. Mobile vs. Tablet)

Country/Region

Input and output pages

Objective: Understand where visitors come from and how they interact with your site.

2. Identification of friction points

Spot where users abandon their navigation or encounter obstacles.

Key indicators :

Bounce rate: Pages with a high bounce rate → Check content & CTAs

Pages with low conversion rates: Identifying the critical steps in the funnel

Average time spent on page: Too low? Not engaging enough. Too long? Potential confusion.

Exit rate: Where do users leave the site?

Objective: Identify pages where users block or leave their path.

3. Large performance gaps

Compare segment performance to identify anomalies and opportunities.

Analysis to be carried out :

New vs. Recurring → Do newcomers convert less?

Desktop vs. Mobile → A much lower conversion rate on mobile? Potential UX issues.

Organic vs. paid traffic → Which source converts best?

Objective: Prioritize optimizations according to the most significant deviations.

4. User path measurement (Y-analysis)

Follow the flow of visitors to understand their journey.

Useful Google Analytics tools :

User Flow" report: View the most frequent paths

Goal Funnel Visualization: Identify critical steps in forms or conversion tunnels

Heatmaps (via Hotjar/GA4): See where users click or ignore elements

Objective: Understand why some users don't complete their journey.

How do I get started?

We offer end-to-end support for your CRO strategy, from organizational set-up to delivery of optimizations. Our approach is based on in-depth analysis, rigorous testing and continuous fine-tuning to maximize your conversion rate and boost your revenues.

Ready to optimize your conversion rate? Contact us today for a free consultation and start turning your visitors into loyal customers!

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