CRO - Conversion rate optimization strategy

CRO - Conversion Rate Optimization

The concept is to improve the efficiency of a website, its acquisition channels and optimize the sales process, based on the target audience and performance indicators. 

The Benefits of a CRO Strategy for Your Business

Boost profits and cut expenses... Does this sound like a dream come true?  

The whole point of implementing a CRO (Conversion Rate Optimization) strategy is to optimize the conversion rate. A CRO strategy aims to increase the conversion rate of your target groups and end users, i.e. the percentage of visitors who carry out a desired action (purchase, registration, download, etc.).   

This strategic approach is possible thanks to a detailed understanding of: their online behavior and purchasing habits, their challenges and drawbacks, their needs and expectations, their preferences and selection criteria:  

  • their behaviour on-line and when shopping 
  • their problems and obstacles 
  • their needs and expectations 
  • their preferences and selection criteria 

 A conversion strategy that can be 100% successful, provided you integrate all these elements into your strategy and closely monitor conversion KPI results to adjust your CRO strategy if necessary


  • BACKGROUND: How did people get to your website? 
  • CHALLENGES: Where and why did people leave your site?  
  • TRIGGERS: What prompted people visiting the site to take action? 
optimiser taux de conversion

What are the interests and expected benefits for your business in opting for a conversion rate optimization strategy? 

  • Improve website performance.  
  • Optimize advertising spend.  
  • Increase sales.  
  • Convert prospects into customers more efficiently.  
  • Refine your customer targeting. 

The power of combining SEO and CRO

The fundamentals of conversion rate optimization. 

The challenge of conversion rate optimization is to understand your visitors, users and customers, meet their expectations and provide them with what they are looking for. 

In this context, CRO provides a solution that is based on three pillars: customer segmentation, content and UX/UI. 

How to create an effective customer journey  ? 

Key Steps to Implement an Effective Digital CRO Strategy

Step 1. Technical and Analytical Audit 

    • Technical Audit 
    • Understanding Current Interactions 

    A drop or lack of conversion can sometimes be linked to an unexpected technical problem at any stage of the sales funnel. This iw why we check your pages for errors, broken links, download problems and more. 

    We then focus on visitors’ interactions with your website: 

    • Entry and exit pages, bounce rate, etc. 
    • Site navigation: pages visited, time spent on site and per page, etc.  
    • Sales funnel: shopping cart placement, shopping cart abandonment, etc. 

    It's essential to understand how users interact with your site, and what their pain points are. An in-depth analysis of this data enables us to identify problem pages and stages in your conversion funnel.  

Step 2. Identifying Roadblocks to Conversion Sucess 

  • In-depth Analysis of the Pages Concerned 
  • Understanding the Obstacles 

Once we have a good understanding of your user behavior, we identify the fact-based roadblocks that prevent visitors from converting. This could be due to a complicated buying process, a lack of trust, a poor user experience, etc. 

Ecommerce Conversion Funnel

A simple way to do this is to ask your users directly, and to consult FAQs, Google reviews and forums, to understand their points of frustration, which are preventing or slowing down conversion. 

When we create a website, we test it to make sure it's user-friendly and enjoyable. 

Step 3. Customer Segmentation 

  • Profiling Your Current Customers 
  • Create a Strategy to Reach Your Target Customers 

 Although you may be certain of what you want, there can sometimes be a significant gap between your values and aspirations, and the reality of your current brand values, positioning, and current clientele. 

During this stage, we take a close look at the profiles and personas of: 

  • Your current customers: who are they, why do they come, how do they behave?  
  • Your target customers: who are they, why don't they come, how can you reach them?  

 Does your website attract the target you really want to reach?  

The challenge is to understand the areas for improvement that will enable you to convert the customers you want. Consider the tone of voice you use, the design, SEO, SEA, and so on - these are all factors that can be leveraged to achieve your goals. 

Combined with an understanding of the user journey, this customer segmentation will enable us to develop a personalized and effective conversion rate strategy. 

Learn the keys to generating and converting qualified leads 

Step 4. Hypothesis Generation 

  • Proposing hypotheses of what is detrimental to conversion 
  • Submission of remedies 

Based on our previous analyses, we will propose hypotheses about how to improve the conversion rate.  

That is to say, "If (the change), then (the expected impact), because/since (the justification)" 

For example: "If we display the number of products still available in red, then this will encourage the visitor to buy them immediately, because they'll think it's a good product and they might miss out." 

We often seek to simplify the purchasing process, reassure visitors or attract their attention to increase the conversion rate. We do this through: 

  • A CTA (Call-to-action) at the top of the page 
  • An incentive CTA button, using contrasted and colored to encourage clicks 
  • Customer testimonials and satisfaction ratings to reassure customers 
  • Relatively short, simplified forms  
  • A chatbot or an FAQ section

Step 5. Design and Implementation of A/B Tests 

  • Content Testing 
  • Design, User Interface (UI), and Ergonomic Testing 

To validate our hypotheses, we carry out A/B tests. This involves creating two versions of the same page (A and B), usually, it is the landing page, that we test. This difference can be in color, text, placement, title, etc.  

Tests A/B

It's essential to modify only one element at a time (CTA, color, button placement, text...), otherwise it's impossible to know which modification was more beneficial. We can then determine which version converts best and continue optimizing further in the next test.  

 It's important to remember that every website and every audience is unique: what works for one site may not work for another. We recommend always relying on data and A/B testing to make decisions on a conversion rate optimization strategy, rather than assumptions or "best practices" in general.   

The key stages to creating an effective digital marketing strategy

Step 6. Analysis of Results and Adjustments 

  • Learning from the Tests 
  • Deployment across the Entire Website 

Once the A/B test has been completed, we analyze the results to check if our hypothesis was correct and measure its impact. If our hypothesis is correct, then we implement the necessary changes across the website. If not, we readjust the hypothesis and test it again. 

avantage concurrentiel

Eminence uses inherent tracking technology tools to collect information about user behavior on your website and across your media ecosystem. 

Our analysts then process this data to better understand behaviors, identify the most relevant consumer journeys and build a solid base of information, thus providing a robust database for the implementation of all types of CRO strategies.  

Expertise at every stage: our strength 

We are committed to working with our customers to provide them with the best possible advice, based on their needs, resources and objectives, at every stage of our collaboration. 

 Our Expertise 

  • The Development of an Omnichannel Digital Strategy 
  • Improvement of User Experience (UX) 
  • A/B Tests 
  • Data Collection 
  • Reporting and Analysis 

Our Added Value 

  • Multidisciplinary Skills In-house 
  • A Dedicated Team at Your Service 
  • Personalized Support 
  • Performance Measurement at a Defined Pace 
  • Flexibility to Adjust the Strategy and Campaigns