Conversion rate optimisation (CRO) – when done right – is a systematic way to convert browsers into action takers (buyers, subscribers). It is important because it allows you to lower your customer acquisition costs by getting more value from the visitors and users you already have. By optimizing your conversion rate you can increase revenue per visitor, acquire more customers, and grow your business.
CRO with a conversion rate optimization agency typically involves generating ideas for elements on your site or app that can be improved and then validating those hypotheses through A/B testing and multivariate testing.

It really varies depending on the products you offer. Average eCommerce conversion rates vary between 1% and 4% globally. If you have all the right pieces in your marketing mix, you’ll find yourself in the average sweet spot of 2%-2.5% conversion rate. In better case scenarios – and with more time and money invested in an eCommerce conversion rate optimisation program – your online store could see conversion rates for eCommerce as high as 3% or 4%.

To calculate the actual eCommerce conversion rate, you can calculate it based on Visitors or Visits:

Based on Visitors (or users): Dividing the number of conversions in a fixed period by the total number of people who reached your landing page or your homepage – and then multiply it by 100%:
eCommerce Conversion Rate = (conversions / total visitors) * 100%

Based on Visits:
eCommerce conversion rate = Number of Store Transactions/Number of Website Visits x 100

No, CRO does not affect your other marketing efforts. In fact, CRO enhances them.

Make sure you’re with a conversion optimisation company who knows what they’re doing.

For example, some marketers measure the success of performance marketing based on direct response and in-session revenue. Other marketers place more weight on a carefully defined lifetime customer value (LTV), which captures customer ROI over a period of months or years. Through continuous testing and learning, CRO helps organizations maximize both.