Conversion Rate Optimisation (CRO)

Conversion Rate Optimization (CRO) is the systematic process of enhancing a website or digital platform to improve the percentage of visitors who take desired actions, such as making a purchase, signing up, or downloading content. It involves analyzing user behavior, testing different elements like layouts, headlines, and buttons, and making data-driven adjustments to maximize conversions and achieve business goals.

Tools for measuring CRO

Conversion rate results can also assist with identifying many other valuable statistics on your website and where any red flags appear. A conversion funnel is the process of converting a viewer into a customer, the step-by-step method of obtaining what they desire (whether it be a product, service or signing up to something).

This conversion funnel is crucial to the success of CRO, and almost everything in that funnel can be measured, such as on what page viewers spend the longest, at what stage people exit the site, and what page lacks functionality (if any). 

There are some popular tools/resources for analysing these behavioural insights that could be beneficial and influential to your future marketing. These tools include heatmaping tools like Hotjar or other tools like Google Analytics, Crazy Egg and Optimizley.

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What is Conversion Rate Optimisation (CRO)?

CRO is the optimisation of rates at which website features convert viewers into customers. To increase these rates, it is important that consumers have a pleasant and interactive experience when visiting your website and viewing your products and/or services. Their experience can be enhanced by having a website that is easy to navigate, having visible call-to-action features (e.g. subscribe to our newsletter here), and having detailed descriptions about products and services so the consumer can feel confident with what they may potentially purchase. Marketing plays a big part in CRO in that if your name or logo shows up outside of your website, the viewer will feel familiar and safe when engaging with your site. 

CRO and SEO (Search Engine Optimisation) are not the same, rather they compliment each other in multiple ways. SEO measures how a user landed on your website whereas CRO analyses the engagement of that user.

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How do you measure website marketing conversion rates?

Let's consider each site visit to be a ‘user session’, and each user session is essentially an opportunity to convert a viewer into a customer. 

To calculate your conversion rate results you would divide the number of engagers/purchasers by the number of user sessions. Say 5,500 people visited your website over a period of time and 1,000 of those people engaged with your website (subscribed or purchased something). You would divide 1,000 by 5,500 calculating your conversion rate to be 18%. 

To throw a spanner in the works, sometimes conversion rates can be measured by unique visitors. One user could visit your site 3 times and account for 3 user sessions. In some circumstances it is more beneficial to measure per unique visitor instead of total user sessions, as you are only converting one individual viewer into a customer. 

However you chose to measure your CRO, it is important to stay consistent with your subject of measurement and time periods between (weeks or months).

Types of SEO services

Keyword Research

Keyword research is the first step for generating Google and Bing results, ensuring we are focussing on the keywords which will deliver the best sales and leads. Our Auckland based SEO specialists will develop a strategy, alongside the required analysis of what keywords generate the most searches.

Depending on the budget and strategy, we will create a mixture of keywords to focus on according to the competition on these search terms. These search terms become our focus for landing pages, image optimisation and content writing.

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Local SEO

Local SEO is one of the most important tactics for small-medium size businesses, ensuring your local business appears for local searches including the region of business. It is critical to your online success, which is why local SEO is one of the first things we optimise. When people search using locational keywords, it is important that your business appears in those areas for both search and Google map results.

The elements of our local SEO services can be outlined further by one of our SEO specialists.

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Content Writing v2

Website copy is at the core of any website, and is what Google uses to understand your website. This is why it is important to have keywords and search terms used on specific pages to ensure you are driving relevant traffic to your website.

In order to get an action that helps capture your fish, hook, line and sinker, our SEO content marketing team will ensure you have the write content to drive sales. There’s plenty of fish in the sea but what’s important is that your website not only has the keywords to be seen on search engines like Google, Bing and Yahoo, but is relevant to what your audience expects.

Link building with a blog is the first step to growing organic traffic to your website. Whether it is through paid guest posts, local SEO, or using citation and web 2.0 backlinks, this is a critical component to a websites online success.

Ensuring your business generates backlinks from websites in the same niche is an important step when generating domain authority on search engines like Google, Bing and DuckDuckGo.

CRO is the process when analysing the behaviours of website visitors. It is important to review both quantitative and qualitative behaviour, improving the conversion rate of website visitors to events and goals online, which include making a purchase, adding products to their cart, signing up to an email marketing program or contacting your sales team. 

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E commerce SEO

E-commerce SEO is a passion of Squid Group as we enjoy seeing tangible results which scale with your business. Strategising and implementing SEO for an E-Commerce website is usually a lot more complicated due to the share size compared to services based websites. 

Video SEO

Embedded videos on your website improve keyword data on your web page, providing greater value to your organic search visibility. With a clear video marketing strategy, this will providing engaging content for visitors to enjoy, improving the conversion rate optimisation of your web pages.


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How long does SEO take to generate results?

SEO is a technique which takes time to deliver results, where it is important to be realistic from the outset. The speed at which search terms generate results depend on how competitive the keywords being targeted are, and the level of budget companies are willing to spend on SEO.

Regardless of the strategy, a websites organic position on search engines vary according to how often a search engine crawls the website.

Through our keyword research we will often identify some long tail keywords which will deliver quicker results, compared to more generic keywords which are being targeted by competitors. These keywords are often location based or more specific.

The general guideline for results is based on a minimum of 6months, where we see web pages ranking for the focus keywords, and specific keywords rank in the first page.