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Conversion Rate Optimisation (CRO) Tactics To Boost Lead Conversion

Written by Emily Clayden

May 19 2017


What can you do if your conversion rates aren’t as high as you’d like? We explore CRO (conversion rate optimisation) tips to boost quality lead conversion.

CRO Tips For Quality Conversions

Attracting and converting quality leads is a common marketing objective. But to achieve conversion goals, it’s important to invest in your site and content. Both must be optimised to resonate with and convert the right audience.

Conversion rate optimisation (CRO) can be described as the process of using analytics and user data to improve site performance. While CRO can be used to monitor and improve a range of metrics (from time on site or page, to reduced bounce rate and more) it’s generally used to improve the user’s experience and path to conversion - to encourage more downloads, sign-ups, registrations - all actions that transform your visitors into valuable leads.

Conversion rate optimisation (CRO) can be described as the process of using analytics and user data to improve site performance. 

Conversion Rate Optimisation (CRO) Tips

The below tips will help you optimise your site and content to improve conversion results. Keep in mind however that CRO is an ongoing process - based on your data, goals and user behaviours, there will always room to improve!

Review your conversion paths

A clear conversion path is key to turning relevant page visitors into quality leads. This may sound obvious, but not all conversion paths run smoothly. Usually, a conversion path begins with a CTA that sends the user to a relevant landing page, where they can access and convert on a related content offer. Here’s a summary of what a good path should incorporate:

  • Contextually relevant content: The first thing your visitor will be looking for on a page is information relevant to them. To grab attention, your page content, CTAs and content offers must show clear value - addressing a challenge that visitor is experiencing at that exact point in their buyer’s journey, and encouraging them to learn more. 
  • CTAs and landing pages: Relevant, enticing CTAS (that link to a related landing page) are needed to start your visitor along their conversion path. Your landing page and gated content offer must be equally relevant to your ideal persona if you want to convert quality leads.
  • Thank you page: A thank you page is the last step in a conversion path, and is where your newly converted prospects (who converted on your landing page) can gain access to the content offered. To encourage further engagement, thank you pages can be used to offer additional content/resources to your new lead, to move them further through the buyer’s journey.


Regularly reviewing and testing what elements are working (and what needs adjusting) in your conversion paths is the first step to improvement. For example, say nobody clicked your main CTA on your homepage. That could be for a number of reasons; maybe the CTA doesn't stand out, maybe the wording isn't enticing enough, or maybe the CTA links to a misaligned content offer for your audience at that time. Reviewing your metrics, testing and optimising is the best way to improve conversion. 

Reviewing your metrics, testing and adjusting is the best way to improve conversion. 

Monitor landing page performance

Landing pages should clearly outline the value of the content they offer, while making it easy for a visitor to convert and access that content. But many factors influence how well a landing page converts; such as the page copy, the content offer, page design, form fields, CTAs and more.

Regular monitoring and optimisation should always be done to check that landing pages are converting a good number of leads, as well as converting leads of a good quality. So in addition to monitoring conversions on a landing page, it’s important to check how long people stay on the page, to watch how they interact and engage with the page - and if conversions are low, A/B test page elements (and review your content offer) to optimise until you see success.

Many factors influence how well a landing page converts; such as the page copy, the content offer, page design, form fields, CTAs and more.

Use actionable CTAs

From banner CTAs, to buttons, to in-text links, having the right call-to-action text is important to encourage visitors to start their conversion journey - and to lead them to the right information. Good CTAs that incite action use verbs such as ‘Start’, ‘Stop’ or ‘Learn’ followed by a brief description of what your visitor will gain. Eye-catching design will also help, but having the right phrasing is key to improve conversion. It's also important to use the right CTAs on the right pages - for example, if you know that most visitors to your homepage come in at the awareness stage, having an immediate CTA to a bottom-of-funnel offer may not lead to the best conversion rates. 

Related: Prepare Your Organisation to Adopt Account-Based Marketing

Use lead flow widgets

Used appropriately, pop-ups and lead flow widgets are important elements to include in your conversion strategy as they can recognise site visitors and direct them to relevant content, plus can encourage immediate conversion (i.e. a pop up encouraging visitors to ‘subscribe now’). Designed to help rather than irritate visitors, modern pop-ups and lead flows offer substantial benefit for improving the user experience and enhancing quality conversion rates.

Related: When to Use Pop-Ups and Lead Flows

Start using on-page chat and messaging tools

If your site visitor has a question right there on the page - what better way to help them than to strike up a conversation? Chat and messenger apps are gaining increasing popularily as contextual conversion tools, as they can help visitors in the moment they are feeling that buying pain, and encourage more personalised relationships with your brand.

Related: How Contextual Selling is Changing B2B inbound Lead Follow Up

Consider your copy and content

Sites that are well optimised for conversion always consider content - from site copy, to headlines and related content assets - to ensure they catch attention, resonate with audience expectations, communicate value and encourage clickthrough.

Good copy and content is always persona-considered; clearly highlighting value as well as the next step in the conversion path. Again, reviewing your data is important here - you need to know which pages and content resonate best with your leads and visitors (and why) and which pages see the best (and worst) conversion rates to indentify areas for improvement.

Considering Your CRO

Conversion rate optimisation is an important and systematic process to use to improve the performance of your website on an ongoing basis.

There are of course many more considerations and tactics that can be used to improve conversion than we’ve listed here - continual monitoring, adjustment and improvement in relation to your goals and KPIs are key to achieving the best results.

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