Conversion Optimization

Conversion Rate Optimization

Generating sales is what advertising is all about. Conversion rate optimization (CRO) is how we increase the bottom line. Great advertising can't make up for a poor conversion rates. But, a great conversion rate can make up for poor advertising. CRO helps boost revenues, ROI, and ROAS (Return on Ad Spend) because it doesn't increase your fixed costs. We're talking more income and fewer expenses! Who wants more revenue and fewer expenses?
ROI generated by businesses utilizing CRO tools
Brands who are unhappy with their conversion rates
8 of 10
Customers willing to pay more for a better experience

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What is Conversion Rate
Optimization (CRO)?

Conversion rate optimization (CRO) is the process of understanding the triggers and interactions on your website that lead customers to decide to convert. There are many different ways to measure conversions on a website. Depending on your industry, say you’re a SaaS company, you may monetize your site by asking visitors to fill out a lead form to gather their information for further business development. If you’re an eCommerce company, then your site exists to ask visitors to buy your products.

No one can afford to let 98% of their traffic go without converting, and showing tailored content to people who have engaged with your brand has proven to be the best way to get users to convert.

Regardless of what your company does or sells, conversion rate optimization (CRO) focuses on gathering qualitative data on visitors' interactions with your site before making a conversion and works to improve them to generate more conversions.

Related: How Can I Improve My Conversion Rates?

Why Qualitative Analysis
Raises Your Profits

This can be thought of as studying the psychology of users to understand what information is essential to making a conversion, what information is improving the odds of a conversion, as well as what information is hurting it.

Not every customer will require the same information, and people have different ways of absorbing the same information. Depending on the length and complexity of your product and sales cycle, there are numerous ways to make the information accessible and easy to digest for all visitors. The less they have to think, the better. But, I’m getting ahead of myself.

We gather qualitative analysis on visitors through a variety of methods to gain a deep understanding of how users are interacting with your site. 

  • Heat, scroll, and click maps allow us to see what information people are most drawn to and which information is getting passed over. If a key feature of your product or service is going unnoticed, then these tools allow us to see what user's eyes are drawn to on the page, and place more important information in those key spots.
  • Conversion Funnel Analysis allows us to track a visitor’s journey on your site, and see which pages are causing the most drop-off. If there’s a particularly bad actor in the funnel, then that tells us where we can focus our efforts depending on industry averages and expected attrition.
  • Questionnaires are used internally to gather aggregated customer information from your sales and customer service teams. These teams have intimate knowledge of your company’s customer base and reliable sources of information for our team to gain great knowledge quickly.
  • A/B Tests are the cream of the crop in the CRO tool kit. This allows us to validate our hypotheses and remove the guesswork from our decision-making. We can present two different versions of a page, or site, to users and see which one converts better. They also allow us to run all of our other CRO tools simultaneously within a test to see the cumulative effects of page interactions after a relatively small change.
  • Surveys are simple and straightforward tools used to ask direct questions to users on the site. People respond very differently to surveys, so specific placement as to where they are shown in the conversion funnel make the results significantly better. 

    Related: CRO 101: How to Pick the Perfect Survey Questions
  • User and Usability Testing allows us to watch brand-new users complete specific tasks on your site to help identify unexpected pain points, and ensure that there aren’t any unforeseen struggles anywhere in the conversion funnel.

A Quick Word From Our Sponsors (it's us)

Our approach to conversion rate science starts with simplicity. First, your site should be easy to use. Users should require zero extra thinking to complete their desired action. Next, we can start to deploy user testing and A/B multivariate tests. These tests confirm what is and isn't working. Now that we've identified our champions, we rinse and repeat. Last, we're helping you find a bigger bank account.

Award-Winning Agency at Your Service

We use advanced technology, data, and algorithms to find your ideal leads. Then, turn those leads into repeatable revenue through conversion rate optimization.

We're a dedicated team of life-long learners who love to problem solve. We stay up-to-date with marketing AI, machine learning, and automation.

Our superpower and the continued success of our clients hinges on our ability to efficiently and effectively teach and guide our technology on what success is to your specific business. You have to know what success looks like, and we do. Since 2005.

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The Overwhelming Benefits of CRO

Most companies may think that more advertising, or optimizing their advertising is the best way to increase their sales. To them, I say this, According to Forbes, Jeff Bezos invested 100x more into customer experience than advertising during the first year of Amazon. I find that statistic so powerful for a number of reasons, but mostly because I would be hard-pressed to find anyone in North America who is not only familiar with Amazon.com but also knows exactly how to navigate it and find exactly what they’re looking for. The other reason it’s incredible is because of what Amazon’s ROI probably is on that investment. 

Step 1: Find the right agency

The following is a simple visualization explaining the theory behind why Conversion Rate Optimization is such a powerful tool for companies. It also illustrates how investing in the user experience before advertising can put a company in a superior strategic position.

Graph 1 shows two companies in the same industry with the exact same financials. The blue bar will focus on increasing traffic by increasing ad spend, the green bar will focus on improving conversion rates.

Step 2: Get the right results

As you can see, the financial impact of just doubling your conversion rate is considerable. Not only does it accomplish the same revenue goal that doubling your ad spend accomplishes, but it also increases your profit margin, and makes your digital advertising spend more efficient.

This is a simplified representation of the benefits of CRO, and represents the theory behind why it is so valuable. This IS NOT meant to represent a real-life scenario

180 days‍ to grow your revenue or we'll work for free until we do.*

*100% serious, and we've never had a client ask for their money back

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Conversion Rate Optimization Services


Head-to-toe website makeover with lead conversion and sales in mind



Optimize your Shopify or eCommerce site with conversions in mind by reducing site and cart abandonment rates an improving checkout optimization

Landing Pages

Get a dedicated, high-converting landing page for your ad campaigns or optimize an existing one.

A/B Testing

We'll design and run A/B tests on your site to help hit your conversion targets.

Our Conversion Rate Optimization Weapons of Choice

The tools and technology that produce the best results for our clients, and help them consistently outperform their competitors.

Conversion Rate Optimization FAQs

How do you improve conversion rate optimization?

There are a number of ways to improve your conversion rates, but conversion rate optimization in its simplest form is understanding exactly what your audience and visitors are looking for and providing it. There are a number of boxes to check along the way, and I haven’t done CRO justice by summarizing it in one sentence. If you want to learn more about how to boost your conversion rates, check out this article.

What is Conversion Rate Optimization in eCommerce?

Conversion Rate Optimization as it applies to eCommerce is the process of getting more visitors to your website to buy something. For example, if you sell stuffed animals on your website, and 2 out of every 100 visitors make a purchase. Then, your conversion rate is 2%. Simple. CRO aims to lift that number to something that would be considered STRONG for the industry that you are in, say 4 to 5 out of every 100 website visitors.

Why is conversion rate optimization important

CRO is vitally important, regardless of your business model, because you’re getting the most out of a precious asset (i.e. your website). The goal is to make your most publicly accessible asset part of your marketing funnel and turn it into an efficient lead generation and sales tool. If people are visiting your website and leaving without filling out a form, placing a call, or buying something, then you have a problem with your CRO (conversion rate optimization) that you need to address immediately.

What are conversion optimization tools?

CRO tools typically include but are not limited to the list below. For more details about each item visit our Website Optimization page.

  • A/B Testing
  • User Testing
  • Heat maps
  • Click maps
  • Session Recording
  • Conversion Funnel Analytics
  • Traffic Analytics
  • Call Tracking
  • Lead Form Analysis
Is conversion rate optimization part of SEO?

Not technically, however, CRO is extremely valuable for SEO. CRO aims to improve the usability of your website and create a positive user experience. Google takes into account what people do when they get to your site. Improving your interaction rate, time on site, pages visited, links clicked, bounce rate, etc. are all benefits of CRO and positively impact SEO.

Where can I get more information about how to improve my conversion rates?

Check out our CRO Blog here for more tips and tricks to improve your conversion rates, or schedule a free strategy session to talk to the Media Contour CRO experts.

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Case Study

+15% Conversion Rate increase

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Case Study

+195% traffic increase

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Not sure where to start?

Don’t worry. We know every business faces its own unique set of challenges. We'll help you address your biggest obstacles and make recommendations designed to have the greatest and quickest impact. Check out our Methodology and see exactly how we grow businesses.

Ways to work with us:

  • Do-it-WITH-you: We guide you and your team every step of the way. The project concludes with powerful results and a trained in-house team you can leverage going forward. We grow your business while you learn.
  • Do-it-FOR-you: Lead generation and conversion optimization can be time-consuming, tedious, and resource-intensive. If you want quicker results or don’t have the time and internal resources, we can take care of everything for you. Sit back and watch the magic happen. 
  • Best of BOTH: Perhaps you want a high-level overview; just enough to be dangerous but not necessarily make it your full-time job. We can create a hybrid option that gets you and your team where you need to be without sacrificing your other responsibilities. 

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We love helping agencies thrill their clients with an increase in revenue that they can then spend on more of your agency services. 

The Bottom Line & Our Guarantee:

We understand how difficult it can be to find a Digital Agency you can trust, so here’s how we’ve made it easy and risk-free:

  1. Start with a free Free Strategy Session. We’ll discuss the obstacles keeping you from reaching your goals, and the questions you need to be asking to double your revenue. Regardless of whether we’re a fit or not, you’ll walk away with valuable insights and actionable items you can implement immediately. If we are a potential fit, then …
  2. We'll perform a site and campaign audit to see where we can strengthen your campaigns and conversions and make certain we're a true fit for your company. This is important because we take on all the financial risks with new clients. If we haven’t increased your revenue after 180 days, we'll continue to work for up to 180 days more until we do at no additional cost. We do this for two reasons: first, hiring an agency can be a stressful experience, and we want to lessen the burden of responsibility and not make anyone feel held hostage; and second, we care about your profits as much as you do, and don't want you to take on unneeded risk to achieve your goals. 
  3. If we agree that there's chemistry, then we start making memories.