Why Conversion Rate Optimization is Important


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How CRO is Essential to the Growth of your eCommerce Business

CRO Mobile

What Is Conversion Rate Optimization?

CRO or Conversion rate optimization is the continuous process of growing the rate of conversions you get on your website.

You do this by perfecting the design and processes of your website and adding elements that will bring users to do what you want them to do, which is the CTA or Call-to-Action.

CRO improves elements of your website, including the following and more.

  • Design
  • Loading speed
  • Ease of Navigation
  • Convenience of Usage
  • Content
  • Automation
  • SEO or Search Engine Optimization
  • Mobile Accessibility
  • Other Features for Users

You will have to test these elements using A/B tests to determine which ones will work best for your website. The features should make the UX or user experience pleasant to entice a user to go for your CTA.

What is a CTA?

A CTA or Call-to-Action is the end goal that you want the users of your website to do when visiting your website. So, conversion means that a user does that particular action.

Some examples of CTAs are the following.

  • Shopping and checking out or completing a purchase
  • Subscribing to a service for a payment
  • Booking a meeting
  • Submitting an email
  • Read an article
  • Go to another page

When someone navigating your website does any of the examples, that is a conversion. The more users click or tap on your CTA, the higher your conversion rate.

What is a conversion rate?

Your conversion rate is how much of your website visitors convert within a duration

So, your conversion rate is the number of conversions divided by the number of users and translated into a percentile.

Conversion Rate = ( Number of Conversions / Number of users ) x 100

For example, on a Wednesday, you had 200 visitors. And 60 of them submitted their email via your exit pop-up.

Then, your conversion rate for that day and CTA is 30%.

Why is Conversion Rate Optimization important?

CRO is crucial because it enables you to decrease your customer acquisition costs by leveraging value from the existing guests using your website. When you optimize your conversion rate, you will improve your revenue per visitor, win more customers, and expand your business.

For example, let’s hypothesize that one of your landing pages has a decent conversion rate of 10%. If it gets 3000 visitors per month, the page will generate 300 conversions monthly.

If you improve the rate to 15% by implementing CRO improvements to your page elements, the number of conversions jumps by 50% (150 more). The increase gives you 450 conversions monthly.

The best thing about CRO is that you can continuously improve on what you have by creating better experiences for users, which results in greater conversions.

How do you optimize your conversions?


There are three pillar steps to optimizing your conversions.

Step No. 1: Determine your CTA flows.

A simple example of this is what could happen after a person clicks on your ad from social media and lands on one of your pages.

From that landing page, where do you want the lead or user to go? And then where to next, and how will you finally monetize an action?

If your ad is about a 50% off promo code, the landing page is probably a contact form where a user enters an email address to receive the code.

Let’s say you get that conversion, and the user is now enlisted for your email marketing. But digressing from email engagement and assuming your content and design is already effective, the user can simply go to the inbox and click on the link you sent to use the promo code at once for shopping at your store.

Let’s say the promo code is focused on a single product bundle, and the user completes the purchase using the promo code. Then, that is another conversion, this time giving you substantial or direct revenue.

You can implement various CTA flows on your website.

You can have someone go through a rabbit hole of blogs to simmer their trust in your authority and expertise on the topic of your product genre. Also, you can nudge people who already have items on the cart to add supplementing items.

Another flow is getting someone to share your product for free advertising. Or you can get people to give you feedback or ratings and recommendations.

Step No. 2: Design Variable Elements for Testing.

After figuring out how you would like to move website users along your lines or conversion flows, you should start creating the elements of your website.

Base your design and content on what your audiences prefer. So, to ensure that you are working on elements that would likely test well, do your research.

You can use surveys and FGDs (focus group discussion), and it would help to look at how your close competitors do their websites.

Here are 15 tips for creating an excellent website.

  1. Base the thematics and design on what your niche audience likes.
  2. Make things simple unless your market prefers technical-ish navigation.
  3. Faster load speeds are always an advantage.
  4. Figure out what the competition does well and do it better.
  5. Figure out the market needs and gaps that the competition doesn’t fill and do exceptionally well.
  6. Make checkout simple and allow guest checkout.
  7. Reduce form fields.
  8. Add as many payment options as possible.
  9. Offer free shipping and advertise it clearly on your pages.
  10. Use as many trust badges as you can and make sure that you make the checkout feel exceptionally secure.
  11. Get excellent PR so you can display recognitions for added trust.
  12. Prepare excellent and valuable articles and various media.
  13. Use images with people for relatability.
  14. Create trustworthy About Us and Meet the Team pages that have compelling content.
  15. Implement personalized chat automation.

Prepare these elements and processes and run them on A/B tests with people who represent your niche audience.

Step No. 3: A/B Testing and Implementation or Integration.

When you have your elements ready, you can proceed to A/B testing.

Here are 7 excellent CRO testing tools of 2021.

  1. Optimizely
  2. VWO
  3. AB Tasty
  4. Google Optimize
  5. Kameleoon
  6. Convert
  7. Heap

You can use any of these tools for your tests. And what elements that the tool you used tested best will be your final elements. 

This way, you are using what elements and processes work best to build or rebuild your website or its pages.

CRO is a Non-Stop Process.

When you release your new content to the public, you will learn more about each element’s performance. Also, you will see if the changes work as well as the A/B test predicts.

For those that do not work as predicted, you would have to start from step one and repeat the process until you nail it.

On the other hand, the optimizations that work today might change in performance in time as preferential and technological trends continue to upgrade at a fast rate. So, you will have to keep your guard up for innovations and jump on promising ones as early as you can.

The problem is that CRO is a highly technical art and science. So, if you are a business owner who is more product-inclined than technically versed, you will need expert help from a marketing group.

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Kas Andz


Kas Andz is a multi-award-winning marketing leader, and the founder of KAMG. He is one of the top digital marketing experts in the UK and has helped companies and brands across Europe, North America and Asia to achieve greater revenue and expand sustainably. He also tries to play football when he can but doesn’t succeed as well as he would like.

Privacy Policy

Last updated: June 08, 2022

This Privacy Policy describes Our policies and procedures on the collection, use and disclosure of Your information when You use the Service and tells You about Your privacy rights and how the law protects You.

We use Your Personal data to provide and improve the Service. By using the Service, You agree to the collection and use of information in accordance with this Privacy Policy.

Interpretation and Definitions


The words of which the initial letter is capitalized have meanings defined under the following conditions. The following definitions shall have the same meaning regardless of whether they appear in singular or in plural.


For the purposes of this Privacy Policy:

  • Account means a unique account created for You to access our Service or parts of our Service.

  • Company (referred to as either “the Company”, “We”, “Us” or “Our” in this Agreement) refers to Kas Andz Marketing Group, International House, 24 Holborn Viaduct, London EC1A 2BN.

  • Cookies are small files that are placed on Your computer, mobile device or any other device by a website, containing the details of Your browsing history on that website among its many uses.

  • Country refers to: United Kingdom

  • Device means any device that can access the Service such as a computer, a cellphone or a digital tablet.

  • Personal Data is any information that relates to an identified or identifiable individual.

  • Service refers to the Website.

  • Service Provider means any natural or legal person who processes the data on behalf of the Company. It refers to third-party companies or individuals employed by the Company to facilitate the Service, to provide the Service on behalf of the Company, to perform services related to the Service or to assist the Company in analyzing how the Service is used.

  • Usage Data refers to data collected automatically, either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).

  • Website refers to Kas Andz Marketing Group, accessible from kasandz.

  • You means the individual accessing or using the Service, or the company, or other legal entity on behalf of which such individual is accessing or using the Service, as applicable.

Collecting and Using Your Personal Data

Types of Data Collected

Personal Data

While using Our Service, We may ask You to provide Us with certain personally identifiable information that can be used to contact or identify You. Personally identifiable information may include, but is not limited to:

  • Email address

  • First name and last name

  • Phone number

  • Address, State, Province, ZIP/Postal code, City

  • Usage Data

Usage Data

Usage Data is collected automatically when using the Service.

Usage Data may include information such as Your Device’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that You visit, the time and date of Your visit, the time spent on those pages, unique device identifiers and other diagnostic data.

When You access the Service by or through a mobile device, We may collect certain information automatically, including, but not limited to, the type of mobile device You use, Your mobile device unique ID, the IP address of Your mobile device, Your mobile operating system, the type of mobile Internet browser You use, unique device identifiers and other diagnostic data.

We may also collect information that Your browser sends whenever You visit our Service or when You access the Service by or through a mobile device.

Tracking Technologies and Cookies

We use Cookies and similar tracking technologies to track the activity on Our Service and store certain information. Tracking technologies used are beacons, tags, and scripts to collect and track information and to improve and analyze Our Service. The technologies We use may include:

  • Cookies or Browser Cookies. A cookie is a small file placed on Your Device. You can instruct Your browser to refuse all Cookies or to indicate when a Cookie is being sent. However, if You do not accept Cookies, You may not be able to use some parts of our Service. Unless you have adjusted Your browser setting so that it will refuse Cookies, our Service may use Cookies.
  • Flash Cookies. Certain features of our Service may use local stored objects (or Flash Cookies) to collect and store information about Your preferences or Your activity on our Service. Flash Cookies are not managed by the same browser settings as those used for Browser Cookies. For more information on how You can delete Flash Cookies, please read “Where can I change the settings for disabling, or deleting local shared objects?” available at flash player.
  • Web Beacons. Certain sections of our Service and our emails may contain small electronic files known as web beacons (also referred to as clear gifs, pixel tags, and single-pixel gifs) that permit the Company, for example, to count users who have visited those pages or opened an email and for other related website statistics (for example, recording the popularity of a certain section and verifying system and server integrity).

Cookies can be “Persistent” or “Session” Cookies. Persistent Cookies remain on Your personal computer or mobile device when You go offline, while Session Cookies are deleted as soon as You close Your web browser. Learn more about cookies on the Free Privacy Policy website article.

We use both Session and Persistent Cookies for the purposes set out below:

  • Necessary / Essential Cookies

    Type: Session Cookies

    Administered by: Us

    Purpose: These Cookies are essential to provide You with services available through the Website and to enable You to use some of its features. They help to authenticate users and prevent fraudulent use of user accounts. Without these Cookies, the services that You have asked for cannot be provided, and We only use these Cookies to provide You with those services.

  • Cookies Policy / Notice Acceptance Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies identify if users have accepted the use of cookies on the Website.

  • Functionality Cookies

    Type: Persistent Cookies

    Administered by: Us

    Purpose: These Cookies allow us to remember choices You make when You use the Website, such as remembering your login details or language preference. The purpose of these Cookies is to provide You with a more personal experience and to avoid You having to re-enter your preferences every time You use the Website.

For more information about the cookies we use and your choices regarding cookies, please visit our Cookies Policy or the Cookies section of our Privacy Policy.

Use of Your Personal Data

The Company may use Personal Data for the following purposes:

  • To provide and maintain our Service, including to monitor the usage of our Service.

  • To manage Your Account: to manage Your registration as a user of the Service. The Personal Data You provide can give You access to different functionalities of the Service that are available to You as a registered user.

  • For the performance of a contract: the development, compliance and undertaking of the purchase contract for the products, items or services You have purchased or of any other contract with Us through the Service.

  • To contact You: To contact You by email, telephone calls, SMS, or other equivalent forms of electronic communication, such as a mobile application’s push notifications regarding updates or informative communications related to the functionalities, products or contracted services, including the security updates, when necessary or reasonable for their implementation.

  • To provide You with news, special offers and general information about other goods, services and events which we offer that are similar to those that you have already purchased or enquired about unless You have opted not to receive such information.

  • To manage Your requests: To attend and manage Your requests to Us.

  • For business transfers: We may use Your information to evaluate or conduct a merger, divestiture, restructuring, reorganization, dissolution, or other sale or transfer of some or all of Our assets, whether as a going concern or as part of bankruptcy, liquidation, or similar proceeding, in which Personal Data held by Us about our Service users is among the assets transferred.

  • For other purposes: We may use Your information for other purposes, such as data analysis, identifying usage trends, determining the effectiveness of our promotional campaigns and to evaluate and improve our Service, products, services, marketing and your experience.

We may share Your personal information in the following situations:

  • With Service Providers: We may share Your personal information with Service Providers to monitor and analyze the use of our Service, to contact You.
  • For business transfers: We may share or transfer Your personal information in connection with, or during negotiations of, any merger, sale of Company assets, financing, or acquisition of all or a portion of Our business to another company.
  • With Affiliates: We may share Your information with Our affiliates, in which case we will require those affiliates to honor this Privacy Policy. Affiliates include Our parent company and any other subsidiaries, joint venture partners or other companies that We control or that are under common control with Us.
  • With business partners: We may share Your information with Our business partners to offer You certain products, services or promotions.
  • With other users: when You share personal information or otherwise interact in the public areas with other users, such information may be viewed by all users and may be publicly distributed outside.
  • With Your consent: We may disclose Your personal information for any other purpose with Your consent.

Retention of Your Personal Data

The Company will retain Your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use Your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable laws), resolve disputes, and enforce our legal agreements and policies.

The Company will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of Our Service, or We are legally obligated to retain this data for longer time periods.

Transfer of Your Personal Data

Your information, including Personal Data, is processed at the Company’s operating offices and in any other places where the parties involved in the processing are located. It means that this information may be transferred to — and maintained on — computers located outside of Your state, province, country or other governmental jurisdiction where the data protection laws may differ than those from Your jurisdiction.

Your consent to this Privacy Policy followed by Your submission of such information represents Your agreement to that transfer.

The Company will take all steps reasonably necessary to ensure that Your data is treated securely and in accordance with this Privacy Policy and no transfer of Your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of Your data and other personal information.

Disclosure of Your Personal Data

Business Transactions

If the Company is involved in a merger, acquisition or asset sale, Your Personal Data may be transferred. We will provide notice before Your Personal Data is transferred and becomes subject to a different Privacy Policy.

Law enforcement

Under certain circumstances, the Company may be required to disclose Your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).

Other legal requirements

The Company may disclose Your Personal Data in the good faith belief that such action is necessary to:

  • Comply with a legal obligation
  • Protect and defend the rights or property of the Company
  • Prevent or investigate possible wrongdoing in connection with the Service
  • Protect the personal safety of Users of the Service or the public
  • Protect against legal liability

Security of Your Personal Data

The security of Your Personal Data is important to Us, but remember that no method of transmission over the Internet, or method of electronic storage is 100% secure. While We strive to use commercially acceptable means to protect Your Personal Data, We cannot guarantee its absolute security.

Children’s Privacy

Our Service does not address anyone under the age of 13. We do not knowingly collect personally identifiable information from anyone under the age of 13. If You are a parent or guardian and You are aware that Your child has provided Us with Personal Data, please contact Us. If We become aware that We have collected Personal Data from anyone under the age of 13 without verification of parental consent, We take steps to remove that information from Our servers.

If We need to rely on consent as a legal basis for processing Your information and Your country requires consent from a parent, We may require Your parent’s consent before We collect and use that information.

Links to Other Websites

Our Service may contain links to other websites that are not operated by Us. If You click on a third party link, You will be directed to that third party’s site. We strongly advise You to review the Privacy Policy of every site You visit.

We have no control over and assume no responsibility for the content, privacy policies or practices of any third party sites or services.

Changes to this Privacy Policy

We may update Our Privacy Policy from time to time. We will notify You of any changes by posting the new Privacy Policy on this page.

We will let You know via email and/or a prominent notice on Our Service, prior to the change becoming effective and update the “Last updated” date at the top of this Privacy Policy.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

Contact Us

If you have any questions about this Privacy Policy, You can contact us:

  • By email: team@kasandz.com