Conversion Rate Optimisation using user journey mapping

Conversion rate Optimisation (CRO) what is it and where are you going wrong?


CRO is the process of increasing the percentage of conversions from a website, app or ads, involving multiple aspects of your website. 

Why do you want to increase your conversion rate? This means you are getting more sales and therefore more profit!

We recommend a slower circular approach to your CRO strategy to optimise your conversions more efficiently and sustainably. This is a constant, ongoing circular process analysing, talking, planning, designing, testing and marketing your brand to reach the right audience to enhance conversions.

Have you checked these common problems we’ve come across?

  • Is there a way for your audience to sign up?
  • Is your content off-key?
  • Are your ads captivating?
  • Are you retargeting to your audience?

A conversion rate is the percentage of visitors who have completed an action, including signing up for newsletters, creating an account, purchasing a product etc.

Every aspect should feed through to the website using a landing page, including email links and social posts. This way you can measure how your website is performing by the amount of conversions, therefore each aspect of your website should be optimised to increase the rate of CRO.

The idea is that you cater to what your ideal customers want, to be able to create that traffic into a sale.

Where do you start?

Firstly it’s useful if you have mapped out your users’ journey for example, how and where they hear about you via touchpoints and the process of how you can enhance this journey to favour conversions.

Simple formula to calculate this? Total number of conversions / number of visitors x 100

Research your Customers

It is important to understand your customers with user personas, this way you can target them efficiently and understand their pain points so as to avoid them or solve them.Engaging customers through features and knowing what they want is important for example, up to date information on the brand, personalised promotions and shopping guides are all created to engage the consumers.

If you already have their attention but are in need of converting them, it is time to enhance their experience with personalised recommendations, email targeting and social media content. Once you have gained those customers it is important to retain them using the circular approach of retargeting with emails, sign ups, UGC and adding personality to your brand.

  • Analytics
    Check your analytics to identify where your customers are dropping off and at which points of their journey you need to optimise. Are consumers clicking on links? Creating a user journey map allows you to visualise the buyer’s journey from beginning to end. A user journey goes through key stages for example, recognising a problem, which they will then search using keywords, this will either take them to your brand if you SEO is up to scratch, where they will then engage with your social media. Knowing all of these steps, will allow you to focus on what the steps that the  consumer may take to recognise and engage with your brand. This is when your analytics come into play, looking at which content your users enjoy the most and the average CTR to identify which stages need optimising the most. You can look at these by creating a google analytics account to measure your interactions and dropoff rate.
  • A/B testing
    This process is beneficial to determine which AD content suits which audiences better, this is highly efficient for Facebook targeting, allowing you to change variables within an ad campaign such as the location, or using a different graphic to see which is the best performing. This will allow you to gain insight into which works best for your consumers needs and which designs are more reactive. 
  • Develop a continual circular strategy for CRO
    It is important that once you have engaged your audience that you turn them into loyal customers, by continually using the tools above to reach their pain points and to address their needs. That is why analysing data and important metrics is key to optimising your strategy year round.

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