Conversion Rate Optimisation Agency

Conversion rate optimisation (CRO) is the process of improving the percentage of visitors to a website that convert into customers. It involves analysing website performance and user behaviour to identify areas of improvement, and then making changes to increase the number of conversions. These changes may include website design, content, user experience, and more.
To learn more, check out our guide: ‘What is CRO?’

Conversion rate optimisation is important for an online business because it helps to maximise the value (and lowering acquisition costs) of each visitor to the website. By optimising the website for conversions, the business can maximise the number of visitors who become customers.
This helps to increase revenue, as well as the overall success of the online business. Additionally, conversion rate optimisation helps to improve the customer experience by ensuring that visitors are provided with the information they need to make an informed decision.

No matter what type of test you’re running, running time is an unknown variable and is dependent on two things: the number of users and the amount of change in the variations. Some tests take days, some take months. To get tests done as quickly as possible, any hypothesis should be well researched and should be a big enough change compared to the control to generate a difference in the result. In addition, the more traffic you have the more users can add data to the test, so it reaches a conclusion faster.

No, A-B and Multivariate tests run on the same URL and any changes made in the variation are done quickly, so there is no scope for duplication of content. Google also has its own A-B testing platform, which would not be available if testing affected organic rankings.
Some methods, like a URL split test, can cause issues if not conducted correctly, which is why choosing an experienced CRO agency is important. Full advice depending on the technical constraints of your website are given as part of our consultancy.
The bottom line is that your organic SEO rankings will not be affected by CRO testing. In fact, you can improve your organic SEO rankings as a result of CRO testing by improving your website's overall usability, performance, and content.

CRO testing software does mean additional JavaScript is added to your website, however this is usually loaded in asynchronously, meaning it doesn’t block other assets from downloading to your browser or from rendering elements for your customers’ to browse. As part of Impression’s CRO offering, we also conduct speed audits to optimise your site so it’s as fast loading as possible.

A successful variation is measured against the control (base version) using a Bayesian methodology. This is simply updating the probability that a variation will be successful or unsuccessful as more data becomes available (i.e. more users go through the test). The figure we look to achieve is 90% statistical significance so we are 90% sure as a minimum that the new version will perform better than the control.
Ultimately, it should be considered that the main KPI of any CRO test is the conversion rate! However, CRO can also impact other metrics, such as bounce rates and time on page, although this is less important.

Our preferred testing platform, VWO, is fully GDPR compliant and hides all form fill data/keystrokes from reports and session recordings. No users are identifiable and the last octet of the users IP is not stored.