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Tuesday, June 23, 2020

CRO Tips & Tricks

CRO is better known as Conversion Rate Optimization, which is the process of continuously testing and optimizing elements of your website to make enhancements to the performance. 

With eCommerce, there can be many barriers to entry or roadblocks where customers hit a wall. For example, links don’t work, browser issues, the display is not working properly, or even just how intuitive the flow of the site is. These issues will have a negative effect on a customer's experience, which can translate into customers abandoning their search on your website, reducing the level of conversions. The end goal is to identify what will make the customer journey as seamless as possible. 

At Expose, we conduct audits for our clients before we start any project, testing the user experience and overall efficiency of their website. We have come across various common concerns from clients and have put together some tips on how to improve your CRO. If this is a pain point for you, we can take care of it, contact us today and turn your website visitors into returning customers. 


The speed of any site will always be a pain point for users if it isn’t up to scratch. Most users expect a site to load within 2 seconds, if this doesn’t happen there is a high chance a customer will not return. 

Simple things that can be overlooked such as media size can make a major difference to the optimization of your site. Minimizing code and stripping the site back to only necessary space can load your initial page quicker, and adding lazy loading prevents images from loading until the user is about to view them will reduce page size and increase site speed. 

It’s the little things that count and speed is always going to be a deal-breaker for users if it isn’t up to scratch, by following these simple tricks, and downloading our ‘10 CRO Tips’ mini eBook, you can increase speed and user retention. 

Multi-browser functionality

Browsers differ in their functionality, and in most cases, Internet Explorer will break if the code is optimized for Chrome or Safari. Run through everything from a user's perspective, look at every page, on every web browser. Almost 100% of the time, you will discover bugs that are costing you conversions unnecessarily.


The more surfaces your content looks good on the better. Testing your content on various devices can mean the difference between a sale and just another page view. Take the time to do this step properly to optimize your user experience - especially on smaller devices. 

The grunt test 

At the end of the day, you want to drive your users to click your CTA, “Shop Now” or “Learn More”, as soon as they hit your site. There are various ways to do this and taking a simple Grunt Test to understand what the user can see and how they will interact with your content will change the way you optimize your site. Put it to the test and give yourself the best possible chance to turn visitors into consumers.

Ensure your UX is on point

UI (user interface/how it looks) cannot perform without having UX (user experience/flow) on point. Regardless of how well designed your site is, the customer journey through to purchase is paramount - this is what will get you the higher returns. You have a diverse range of people landing on your site, and you need to appeal to all of them. Catering to each of their needs will be very important in your design process. 

Content quality

If your site looks clunky, people will assume your products are cheap as well, hence why content quality is an essential element.

Content quality refers to your copy, images, video, and design; all of this needs to be the best it can be. You wouldn’t trust a site with a spelling mistake, boring copy, pixelated images, or a messy design right? Present your website as a reflection of your brand and standards, it's the face of your business. 

Look beyond the website

Conduct a user test to determine how many people interact on the site, and ensure its quality. A test such as this can show you if they are getting where they need to go in the fastest way possible. Ideally, out your site in the hands of someone who doesn’t know how it’s supposed to work and see if they can work it and break it. Get the okay and be sure that what you have been staring at for so long is actually how you envisaged it.


The one thing you can trust is the stats. Making informed decisions should be done once all the data has been considered. Understand how long users are spending on your site, which pages they stay on, and when they are dropping off and why. Evaluating your landing pages as well as your main home page is just as important to understand your audience and watch where they go. The data speaks for itself. 

Split/multi-variant testing

Time for the big test, once everything else is complete and ready to go, test your hard data. Having the ability to test multiple items on your site will continue to drive conversions. The smallest of changes to your site can increase your returns, think about the opportunities after tweaking 20 little things! Be critical and understanding of your user, it will pay off.

If you need a hand with your CRO or web development, download our guide today!