Top Tips - conversion rate optimisation

Background Reading

“In internet marketingconversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers. It is also commonly referred to as CRO.”  Wikipedia

Getting more traffic to your site is all well and good but is/does that traffic convert? Why attract more traffic to a site that isn’t generating more revenue for your business?

Conversion rate optimisation is the process by which you take the traffic you have on your site and convert that into more sales – get the most out of the traffic that you already have.

This post from Team Hallam Top Tips series is meant as a primer for those that haven’t yet investigated conversion rate optimisation or are just getting started with it. If you are yet to discover CRO have fun reading some of Team Hallam’s favourite resources.

Getting Started

Some blog posts to kick you off:

A Beginner’s Guide to Successful Conversion by Ian Yates

Clicking Me Softly: A 5-Day Crash Course in Conversion by Oli Gardner

Conversion Rate Experts Learning Zone – if you don’t have any issue with giving them your email address they will send you three pretty great guides on the conversion optimisation process.

Some how to guides for getting started with Conversion Rate Optimisation:

The Definitive How-To Guide For Conversion Rate Optimization by Stephen Pavlovich. An awesome post that still holds true a few years after it was  written.

Conversion rate optimisation : a 9 step process by Dave Chaffey

A few books that you should think about reading:

Don’t Make Me Think!: A Common Sense Approach to Web Usability by Steve Krug. One of the daddies of conversion optimisation/usability books. One of the best things about is the fact that you can read through it in a couple of hours and the lessons that you learn will stay with you forever.

Always be Testing: The Complete Guide to Google Website Optimizer by Bryan Eisenberg. An in depth guide to the tool that most people will start conversion optimisation with.

Convert!: Designing Web Sites to Increase Traffic and Conversion by Ben Hunt

Conversion Optimization: The Art and Science of Converting Prospects to Customers by Khalid Saleh


Unbounce – calling itself ‘the landing page, online marketing and conversion optimization blog’ Unbounce ticks all the boxed you need for learning all about conversion rate optimisation. It also falls into the tools section with their services that lets you ‘create, publish & test promotion specific landing pages without the need for IT or developers’

Conversion Rate Experts Blog – not the blog with busiest content schedule in the world – but one that is chock full of great insights.

ConversionXL Blog – “Actionable conversion advice based on scientific research and in-depth industry knowledge.” One of my favourite blogs at the moment – Peep Laja is consistently delivering the goods and it looks awesome as well!


Unbounce – see above.

Google Website Optimizer – its free, its from Google and its pretty nifty. If you are just strating your conversion optimisation journey, start here.

Taylor Pratt over at Raven Tools put together some impressive conversion tools lists a while back that are well segmented. Have a look at:

Concepting Tools

Attention and Click Testing Tools

User Testing Tools

Recommended Reading

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