Metrics and measurement
Conversion rate optimisation (CRO) is the work of raising the share of visitors who take the expected action, by changing the path rather than the volume of traffic.
It starts by locating the real barrier: sometimes it is doubt about the product, more often it is the path, and in that case sending more people at the same obstacle multiplies the loss.
An example
In an industrial services company on recurring subscription, business-to-business, over 50 million in revenue in its reference market, ninety-eight paid visitors out of a hundred left the site without even starting the enquiry form, and the conversion gap between phone and desktop was roughly twenty times. Perimeter: the core business line (the main activity, the one most of the revenue comes from) on the paid search network, direct measurement of 16 July 2026, first half of 2026 against first half of 2025. Conversion rate optimisation starts at that form and at the path leading to it, and an immersive experience added to the product page would have left that number where it was.
What are your business challenges?
Tell us about your priorities and the objectives you want to reach.
You will receive a free, targeted answer within one working day.