{"id":62306,"date":"2024-01-16T14:25:49","date_gmt":"2024-01-16T03:25:49","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=62306"},"modified":"2025-11-28T21:07:27","modified_gmt":"2025-11-28T10:07:27","slug":"conversion-rate-optimisation","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/conversion-rate-optimisation\/","title":{"rendered":"8 conversion rate optimisation (CRO) tactics that work"},"content":{"rendered":"\n

Every marketer knows the pain of running a great campaign that generates plenty of buzz and traffic, but the conversion rate doesn\u2019t move.<\/p>\n\n\n\n

Once you\u2019re getting people through the door, the next step is making sure you\u2019re getting the most out of those eyes. You can do that through conversion rate optimisation (CRO).<\/p>\n\n\n\n

CRO isn\u2019t a simple list of tactics to follow. Instead, it\u2019s understanding what your customers need, removing friction, and guiding them to take action naturally.<\/p>\n\n\n\n

In this guide, we\u2019ll look at eight practical ways to turn more visitors into customers. You\u2019ll also see how Salesforce helps you get there by using data, AI insights, and CRM integration to fine-tune your customer journey.<\/p>\n\n\n\n

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Discover how Sales Cloud uses data and AI to help you build relationships and close deals fast.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

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Simple ways to win more customers with CRO<\/strong><\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

Here\u2019s a quick overview of eight proven CRO strategies that help turn engagement into real results.<\/p>\n\n\n\n

Action<\/strong><\/td>What it is<\/strong><\/td>Why it works<\/strong><\/td><\/tr>
Text-based CTAs in blog posts<\/td>Calls-to-action placed naturally within content<\/td>Encourages readers to take the next step without breaking their flow<\/td><\/tr>
Lead captures on blogs<\/td>Popups triggered at key moments<\/td>Captures attention before visitors leave your site<\/td><\/tr>
Landing page testing<\/td>A\/B testing<\/a> headlines, CTAs, and layout variations<\/td>Reveals which designs and messages convert best<\/td><\/tr>
Nurturing leads into MQLs<\/td>Using content and workflows to move your leads through the pipeline<\/td>Builds trust and prepares prospects for sales<\/td><\/tr>
Workflows for teams<\/td>Automating tasks and handoffs internally<\/td>Creates smoother experiences for both revenue teams and customers<\/td><\/tr>
Live chat on high-converting pages<\/td>Adding live chat or AI support<\/a> where people are already looking for answers<\/td>Helps customers get quick answers and reduces drop-off<\/td><\/tr>
Optimising high-performing blogs<\/td>Updating and enhancing top content with CTAs<\/td>Maximises results from your most-visited pages<\/td><\/tr>
Retargeting campaigns<\/td>Ads and emails aimed at past visitors<\/td>Brings once-interested customers back to complete the journey<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Back to basics: What is a conversion rate and how do you calculate it?<\/strong><\/strong><\/h2>\n\n\n\n

Before we get too far along, it\u2019s helpful to have a clear, shared definition of what a conversion rate is and how it\u2019s calculated.<\/p>\n\n\n\n

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\u2019s how you measure the percentage of visitors who take the next action towards a sale. <\/p>\n\n\n\n

What counts as a \u2018good\u2019 conversion rate depends on your platform and industry. We suggest defining your own \u2018good\u2019 by setting a baseline for how your content typically performs. From there, you can track if your performance is improving or declining.<\/p>\n\n\n\n

Calculating your conversion rate<\/strong><\/h3>\n\n\n\n

To calculate your conversion rate, divide the number of conversions by the total number of visitors, and then multiply by 100.<\/p>\n\n\n\n

Conversion rate = (Conversions \u00f7 Total visitors) \u00d7 100<\/strong><\/p>\n\n\n\n

For example, if 50 people make a purchase out of 2,000 visitors, your conversion rate is 2.5%.<\/p>\n\n\n\n

What is conversion rate optimisation?<\/strong><\/strong><\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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CRO vs. SEO: What\u2019s the difference?<\/strong><\/h2>\n\n\n\n

CRO and SEO often work side by side, but they are different marketing skills. SEO<\/a> is the practice of bringing more traffic to your site, while CRO is about turning that traffic into results.<\/p>\n\n\n\n

Being able to do both well means you can attract new customers and turn them into customers.<\/p>\n\n\n\n

<\/th>SEO<\/th>CRO<\/th><\/tr><\/thead>
Focus<\/strong><\/td>Attracting visitors through search engines<\/td>Turning visitors into leads or customers<\/td><\/tr>
Goal<\/strong><\/td>Improve visibility through higher search rankings<\/td>Improve conversion rates and customer actions<\/td><\/tr>
Tactics<\/strong><\/td>Keywords, content, backlinks, and technical fixes<\/td>CTAs, landing pages, workflows, and A\/B testing<\/td><\/tr>
Measurement<\/strong><\/td>Impressions, clicks, and organic traffic<\/td>Sign-ups, purchases or forms filled out<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Salesforce Marketing Cloud<\/a> supports both SEO and CRO by giving marketers actionable data and the ability to track how every click contributes to sales.<\/p>\n\n\n\n

The 8 best conversion rate optimisation strategies<\/strong><\/h2>\n\n\n\n

There\u2019s 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.<\/p>\n\n\n\n

1. Create text-based CTAs within blog posts<\/strong><\/h3>\n\n\n\n

Add compelling and strategically placed call-to-action buttons to your blog content to prompt user engagement.<\/p>\n\n\n\n

Action<\/strong>: Identify on Google Search Console your three top organic-performing blog posts and add one natural, text-based CTA to each. For example, \u201cWant to learn more? Download our free CRO checklist\u201d. Direct them to a form and capture their contact details.<\/p>\n\n\n\n

2. Add lead flows on your blog<\/strong><\/h3>\n\n\n\n

Utilise lead flows \u2013 pop-ups or slide-ins \u2013 on your blog pages to capture visitor information and convert them into leads.<\/p>\n\n\n\n

Action<\/strong>: Create a pop-up that appears after 30 seconds with text like \u201cEnjoying this article? Sign up for our newsletter where we share insights from 1,000+ subject experts.\u201d To sweeten the deal, offer a small incentive, such as a discount or an exclusive resource.<\/p>\n\n\n\n

3. Run tests on your landing pages<\/strong><\/h3>\n\n\n\n

Perform A\/B testing on landing pages to identify the most effective elements and layouts that drive conversions.<\/p>\n\n\n\n

Action:<\/strong> Test two versions of a landing page using Salesforce CRM<\/a>. 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.<\/p>\n\n\n\n

4. Help leads become MQLs<\/strong><\/h3>\n\n\n\n

Guide leads through the marketing funnel by providing valuable content and nurturing them into Marketing Qualified Leads (MQLs) and beyond.<\/p>\n\n\n\n

Action:<\/strong> 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.<\/p>\n\n\n\n

5. Build workflows to enable your team<\/strong><\/strong><\/strong><\/h3>\n\n\n\n

Establish efficient workflows to streamline communication and collaboration among team members involved in the CRO process.<\/p>\n\n\n\n

For example, Interactive Accounting<\/a> replaced five disconnected systems with Sales Cloud<\/a> and Slack<\/a> to automate workflows and cut manual work. The team now saves 30 minutes per new client<\/strong> and closes month-end reports a week faster.<\/p>\n\n\n\n

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minutes time saving to oboard new customers<\/p>\n\t\t\t

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Action:<\/strong> 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\u2019s guide, it\u2019s a good time for your team to reach out and reconnect.<\/p>\n\n\n\n

6. Add messages to high-converting web pages<\/strong><\/h3>\n\n\n\n

Implement live chat or targeted messages on high-converting pages to provide instant assistance and enhance the user experience.<\/p>\n\n\n\n

For example, SharkNinja<\/a> used Agentforce<\/a> to deliver instant answers, personalised order updates, and 24\/7 support powered by their data in Commerce Cloud<\/a> and Service Cloud<\/a>.\u00a0<\/p>\n\n\n\n

With the information, they are able to turn service chats into sales opportunities through tailored product recommendations and content.<\/p>\n\n\n

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Agentforce, to me, is the frosting on the cake. It takes us to a whole new level.<\/p>\n<\/blockquote>\nVelia Carboni, Chief Information Officer, SharkNinja<\/span>\n