Gravity Global

Further is now part of Gravity Global

Same team. Same culture. New possibilities.

Following a successful 12-month transition period, we’re pleased to announce Further has now rebranded to become Gravity Global – Performance Marketing, part of Gravity Global.

We’re still the same team with the same leadership, offering the same world-class digital marketing services, but now with the power of a global group behind us. This website is no longer receiving updates – for all of the latest news and insights please visit

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What is CRO? A quick guide to conversion rate optimisation

What is CRO?

Well, let’s take it from the top:

conversion is the name given to when a visitor to your website completes a desired goal. This can be something as simple as entering an email address to subscribe to your newsletter, or more complex like making an e-commerce purchase from your store.

Your conversion rate is the percentage of the total visitors to your website that complete this goal. For example, you have an average of 1,000 visitors a month, of which 10 go on to buy something. This means your conversion rate is 1%. Increase your conversion rate to 2%, and that’s 20 people a month on average buying something.

Conversion rate optimisation (or CRO) follows on from that. It’s the process of optimising your site to improve your conversion rate, and in turn make your site more successful.

And why is it important?

While search engine optimisation, paid digital and content marketing primarily help increase the number of people who visit your site, conversion rate optimisation helps ensure that the traffic you get impacts the bottom line of your business as much as possible.

Put simply, even if millions of perfect customers visited your site every month, it would mean very little if they found it difficult to actually convert!

Right, but really… what is it?

Here are just three examples of the many ways we at Further go about looking to improve your conversion rate:

  • Analysis of visitor journeys on your site using data from Google Analytics and other tools (such as Crazy Egg) to identify where your site is and isn’t performing well, and where users seems to be encountering issues.
  • Recorded user testing via tools such as UserTesting, to see how people from the target audience of your site respond to your site and its messaging, and to ensure that your site’s visitors find it easy to do what they want to do.
  • A/B testing, in which alternative versions of critical pages of your site are produced and tested against the original using tools such as Optimizely and Convert. This enables the value of potential improvements to be determined against your current site, and determines which version performs better before you commit to the cost of making full changes to your site.

That’s just three examples – there are many more areas that can also be considered and analysed, to help get your websites conversion rate moving in the right direction.

Okay, so how do I get started?

Qualaroo has a good beginner’s guide to conversion rate optimisation across twelve chapters, and resources such as the Moz Blog have a vast number of posts covering aspects of CRO in great detail.

The best thing to do is to get in touch with us here at Further, where we can listen to your needs and concerns and work out what’s best for you and your business. Click through to our conversion optimisation service page to find out more about how we can come up with a conversion rate optimisation strategy that will work for you.


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+44(0)1603 878240


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+44(0)1603 878240

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