Every marketer knows the pain of running a great campaign that generates plenty of buzz and traffic, but the conversion rate doesn’t move.
Once you’re getting people through the door, the next step is making sure you’re getting the most out of those eyes. You can do that through conversion rate optimisation (CRO).
CRO isn’t a simple list of tactics to follow. Instead, it’s understanding what your customers need, removing friction, and guiding them to take action naturally.
In this guide, we’ll look at eight practical ways to turn more visitors into customers. You’ll also see how Salesforce helps you get there by using data, AI insights, and CRM integration to fine-tune your customer journey.
Grow revenue faster with a single source of truth.
Discover how Sales Cloud uses data and AI to help you build relationships and close deals fast.
Simple ways to win more customers with CRO
Every part of your website can play a role in converting visitors into customers. Some changes are small, like adding a clear call-to-action in a blog. Others involve testing, automation, and personalisation to make the entire journey smoother.
Here’s a quick overview of eight proven CRO strategies that help turn engagement into real results.
| Action | What it is | Why it works |
| Text-based CTAs in blog posts | Calls-to-action placed naturally within content | Encourages readers to take the next step without breaking their flow |
| Lead captures on blogs | Popups triggered at key moments | Captures attention before visitors leave your site |
| Landing page testing | A/B testing headlines, CTAs, and layout variations | Reveals which designs and messages convert best |
| Nurturing leads into MQLs | Using content and workflows to move your leads through the pipeline | Builds trust and prepares prospects for sales |
| Workflows for teams | Automating tasks and handoffs internally | Creates smoother experiences for both revenue teams and customers |
| Live chat on high-converting pages | Adding live chat or AI support where people are already looking for answers | Helps customers get quick answers and reduces drop-off |
| Optimising high-performing blogs | Updating and enhancing top content with CTAs | Maximises results from your most-visited pages |
| Retargeting campaigns | Ads and emails aimed at past visitors | Brings once-interested customers back to complete the journey |
Back to basics: What is a conversion rate and how do you calculate it?
Before we get too far along, it’s helpful to have a clear, shared definition of what a conversion rate is and how it’s calculated.
A conversion rate (CVR) shows what percentage of your traffic takes a specific action, like filling out a form, clicking an ad, or making a purchase. It’s how you measure the percentage of visitors who take the next action towards a sale.
What counts as a ‘good’ conversion rate depends on your platform and industry. We suggest defining your own ‘good’ by setting a baseline for how your content typically performs. From there, you can track if your performance is improving or declining.
Calculating your conversion rate
To calculate your conversion rate, divide the number of conversions by the total number of visitors, and then multiply by 100.
Conversion rate = (Conversions ÷ Total visitors) × 100
For example, if 50 people make a purchase out of 2,000 visitors, your conversion rate is 2.5%.
What is conversion rate optimisation?
Conversion rate optimisation (CRO) focuses on how to get more people who view your marketing to take action, like buying a product or filling out a form.
The optimisation process looks at every stage where people interact with your brand (ads, emails, and websites, for example), and finds ways to encourage more people to take the next step. The goal is to make each part of the journey work together as part of a bigger strategy that moves people from first discovery to happy customers.
Get the latest sales tips delivered to your inbox.
Sign up for the Salesblazer Highlights newsletter to get the latest sales news, insights, and best practices selected just for you.
CRO vs. SEO: What’s the difference?
CRO and SEO often work side by side, but they are different marketing skills. SEO is the practice of bringing more traffic to your site, while CRO is about turning that traffic into results.
Being able to do both well means you can attract new customers and turn them into customers.
| SEO | CRO | |
|---|---|---|
| Focus | Attracting visitors through search engines | Turning visitors into leads or customers |
| Goal | Improve visibility through higher search rankings | Improve conversion rates and customer actions |
| Tactics | Keywords, content, backlinks, and technical fixes | CTAs, landing pages, workflows, and A/B testing |
| Measurement | Impressions, clicks, and organic traffic | Sign-ups, purchases or forms filled out |
Salesforce Marketing Cloud supports both SEO and CRO by giving marketers actionable data and the ability to track how every click contributes to sales.
The 8 best conversion rate optimisation strategies
There’s no single trick to improving conversions. The best results come from testing ideas, learning what works, and making steady improvements. The following eight strategies are simple starting points to help you turn more of your visitors into customers.
1. Create text-based CTAs within blog posts
Add compelling and strategically placed call-to-action buttons to your blog content to prompt user engagement.
Action: Identify on Google Search Console your three top organic-performing blog posts and add one natural, text-based CTA to each. For example, “Want to learn more? Download our free CRO checklist”. Direct them to a form and capture their contact details.
2. Add lead flows on your blog
Utilise lead flows – pop-ups or slide-ins – on your blog pages to capture visitor information and convert them into leads.
Action: Create a pop-up that appears after 30 seconds with text like “Enjoying this article? Sign up for our newsletter where we share insights from 1,000+ subject experts.” To sweeten the deal, offer a small incentive, such as a discount or an exclusive resource.
3. Run tests on your landing pages
Perform A/B testing on landing pages to identify the most effective elements and layouts that drive conversions.
Action: Test two versions of a landing page using Salesforce CRM. Try one page with a neutral coloured CTA button and one with a bright green one. Measure which one performs better and apply those insights to the rest of your site. Remember to only change one thing at a time, and let your experiment run for a couple of weeks.
4. Help leads become MQLs
Guide leads through the marketing funnel by providing valuable content and nurturing them into Marketing Qualified Leads (MQLs) and beyond.
Action: Create a sequence of five to 10 emails that trickle out to customers over the next 12 months after they download a resource. Use what you know they are interested in to show them more content and build trust, and then introduce your product as a solution.
5. Build workflows to enable your team
Establish efficient workflows to streamline communication and collaboration among team members involved in the CRO process.
For example, Interactive Accounting replaced five disconnected systems with Sales Cloud and Slack to automate workflows and cut manual work. The team now saves 30 minutes per new client and closes month-end reports a week faster.
30
minutes time saving to oboard new customers
Action: Set up an automated Slack alert for new leads or any other useful information, so your sales team can act straight away. For example, if a previously lost lead comes back and downloads a high-intent resource like a buyer’s guide, it’s a good time for your team to reach out and reconnect.
6. Add messages to high-converting web pages
Implement live chat or targeted messages on high-converting pages to provide instant assistance and enhance the user experience.
For example, SharkNinja used Agentforce to deliver instant answers, personalised order updates, and 24/7 support powered by their data in Commerce Cloud and Service Cloud.
With the information, they are able to turn service chats into sales opportunities through tailored product recommendations and content.
Action: Add a chat message to your pricing page that says something like: “Not sure what plan your team needs? Chat with our team now.” Use simple, friendly language that invites a response.
7. Optimise high-performing blog posts
Identify and optimise blog posts that generate high traffic, ensuring they are conversion-focused and aligned with business goals.
Action: Revisit your top five posts and add a section near the end that directs people to try a free demo or shows the products mentioned in the article.
8. Leverage retargeting to re-engage website visitors
Use retargeting ads to re-engage visitors who have previously shown interest in your products or services, increasing the likelihood of conversion.
Action: Create an ad targeting visitors who viewed your pricing page but didn’t convert. Link back to a focused landing page with a clear CTA. You could even offer a limited-time deal.
CRO formulas: Measurements for success
On top of finding your optimisation rate, there are a couple of simple formulas that can help you determine what your CRO should be.
Net new customers: Shows how many new customers you need to hit your revenue target. This can help you plan realistic sales and marketing goals.
Lead goal: Tells you how many leads you need to generate based on your close rate. It helps you understand how much pipeline is required to reach your growth targets.
| Measurement | Formula | Example |
|---|---|---|
| Conversion rate | (Conversions ÷ Total visitors) × 100 | (40 ÷ 2,000) × 100 = 2% |
| Net new customers | Revenue goal ÷ Average sales price | 50,000 ÷ 1,000 = 50 |
| Lead goal | Net new customers ÷ Lead-to-customer close rate | 50 ÷ 0.2 = 250 |
Where to implement a CRO strategy
Strategically implementing CRO involves focusing on specific pages where user actions are crucial. Key areas for CRO include:
1. Homepage
Optimising the homepage is vital for creating a positive first impression and guiding visitors toward desired actions.
2. Pricing page
A well-structured pricing page can significantly influence purchasing decisions, making it a prime location for CRO efforts.
3. Blog
Enhancing the conversion potential of blog pages involves incorporating effective calls-to-action (CTAs) and lead-generation elements.
4. Landing Pages
Testing and refining landing pages are critical as they are often the entry point for potential customers.
Support your sales team to do their best work with Sales Cloud
Give your team the tools, data, and AI insights they need to stay focused, build stronger relationships, and close more deals, all in one platform.
Expert advice to lift your conversion rates
Reaching a healthy CRO requires a combination of strategic planning and continuous optimisation. Here are expert tips to enhance your CRO efforts:
- Understand user behaviour: Analyse user behaviour through tools like heatmaps and session recordings to identify areas for improvement.
- Mobile optimisation: Ensure your website is optimised for mobile users, as many visitors access websites through mobile devices.
- Clear and compelling copy: Craft clear and persuasive copy for your CTAs, landing pages, and product descriptions to communicate value effectively.
- Loading speed optimisation: Optimise website loading speed to prevent user frustration and abandonment.
- User testing: Conduct regular user testing to gather valuable feedback and identify usability issues.
- Social proof: Incorporate social proof, such as customer testimonials and reviews, to build trust and credibility.
- Continuous testing: Implement a culture of continuous testing and experimentation to refine strategies based on real-time data.
CRO is about customers, not just clicks
CRO is all about understanding people and making it easier for them to do what they came to do. When you build trust and remove friction, you’ll find that more people take the path you want them to.
With Salesforce, you can use the data, AI, and personalisation in Sales Cloud to turn customer insight into actions your marketing team can take. If you’re curious how this could help your business, try Sales Cloud free for 30 days.
FAQs
What is the purpose of conversion rate optimisation?
The primary purpose of CRO is to enhance the efficiency of a website by maximising the number of visitors who take desired actions, ultimately leading to increased sales, leads, or other valuable conversions.
What is a CRO strategy?
A CRO strategy involves a systematic approach to improve website performance and user experience. It includes analysing data, setting goals, implementing changes, and continuously testing and optimising elements to boost conversion rates.
What are CRO tools?
CRO tools are software solutions that help businesses optimise their websites for better conversion rates. These tools encompass a range of functionalities, including A/B testing, heatmaps, analytics, and user behaviour tracking, providing valuable insights for effective CRO strategies.
