Quick tips for Conversion Rate Optimisation (CRO).


Conversion Rate Optimisation (CRO) is a great way to look at making ongoing improvements to your website to make the most out of your digital marketing traffic.

Most of our clients are focused on driving conversions, whether that is a booking of a holiday, a quote request or a physical product, conversions are fundamental to business growth.

Basic CRO can be done by most people but I believe the key to good CRO is in the planning and analysis. Jumping straight in and running A/B tests on a hunch without understanding the web pages performance and ways to improve could lead you to a web of confusion with minimal impact.

1. Set up Goals

By setting up goals to track if a visitor has purchased via the website you are able to see if certain pages are key in the sales process, or if others are losing customers. It is great to see numbers, but to see conversion rates you can identify areas for improvement.

2. Identify poor performers

Bear in mind different page templates are often used for different, things, it could be a category page with lists of products and therefore people use this just to click through. Google analytics is free to use, it can take some time to navigate but is the main source of data

3. Review the data by device

Sometime you will find particular pages or templates perform less well on mobile, so when using analytics, review the page behaviour by device as well as overall.

4. Create a list of test ideas

Start with the poor performing pages for quick wins and keep track of what you have and haven't already tested. Include details of what you changed and how it performed.

5. Start with high volume pages

Try to pick the pages with higher volume of traffic as this will allow you to A/B test over a shorter time period. It can also mean a small improvement can make a bigger improvement on revenue.

6. Focus above the fold

Most pages will loss people the further down the page, so ensure your key messages/call to actions are clear and prominent. You can always add additional content further down the page.

7. You won't always win

As with the best experiments, you don't want to predict the result, the test is to help you find out answers. Ruling out what doesn't work, may help you get a step closer to what does!

Want to learn more about successful CRO? Check out our blog on simple steps to improve your CRO or watch our YouTube videos below:

What is CRO

A Beginners Guide to CRO


If you would like to learn more about CRO or would like to talk to us about assisting you with your digital CRO success story, please get in touch with us on 01233 467800 or email hello@sagittarius.agency, we would love to hear from you!

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?



31 Jul 2017 - 7 minute read
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