What Is Conversion Rate Optimisation (CRO) And How It Can Get You More Sales In Singapore


Conversion Rate Optimisation (CRO) refers to the systematic process of increasing the number of website visitors who end up taking the desired action. The desired can be filling a form, placing an order, or contacting the customer care team. To achieve this goal, the CRO process takes a closer look at how the visitors navigate the website, the action they take, and the plausible friction points that hinder them from taking the desired action. Data is collected at different stages in the sales channel and used to come up with ways of eliminating the friction points and making the whole customer journey smooth.

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You designed an amazing website for your business, and filled it with interesting content, making sure it communicates the much-needed simplicity and confidence.

You then proceeded to work on SEO and PPC and managed to propel the site up the search engine ranks, driving huge amounts of traffic to the site. But one problem still persists – your revenue stream falls far behind what you had earlier on projected.

What could be the issue, you ask.

Simple – a great majority of the people you attract don’t convert to real customers. They simply visit the site, check out a few pages, and then hit the exit button without making the broad step to take action.

You’ve done an impressive job attracting the right traffic but there’s something even more important you’re missing – and that is, getting the visitors to make a purchase. You want them to buy your products or services. But only a small section of them get to actually do so.

In the world of marketing, that’s what’s widely referred to as Conversion Rate Optimization (CRO) – and in this case, your CRO is hurting, hence the lower returns.

So the next most logical thing to do is to head back to the drawing board, or go through the list of visitors you’re attracting, and figure out all the possible reasons the majority of the visitors you attract leave the site without purchasing any of your products or services. What can you do in your capacity to get them to take action?

You can start by doing some experiments or running some tricks to find out what works and what doesn’t.

Soon you’ll be able to figure out the best way possible to convert that group of visitors into actual buyers. That’s what is meant by optimizing your conversion rate – you’re simply getting the majority of the people you attract to consider transacting with you.

In the simplest of terms, conversion is all about making the necessary adjustments to your website and marketing strategies so you can start making more sales. It’s also about shifting your business goals and objectives from site traffic to actual sales.

A higher CRO Equate to More Revenue

One belief mistake marketers make all the time is assuming that every single visitor they attract to their site is a potential customer. Which is to say, they simply take a dive into the whole thing without first defining their target audience through SEO and setting up CRO goals.

That’s where persona creation sets in. You can be doing an impressive job driving organic traffic to your site around a long list of keywords, but that doesn’t in any way equate to more revenue. What you should be working on instead is your conversion rate revenue.

Starts with targeting specific industry keywords that target a group of more qualified visitors, most of which will be interested in the kind of products or services you’re offering on-site. In which case, long-tail keywords have been found to convert much better.

Losing Traffic to Gain Customers

There comes a time when it’s important that you lose some of the traffic you’re getting to win more customers.

Here’s a real-time scenario of such a case:

MediaOne, while managing one of our client’s websites, came to find out that our client’s site had almost plateaued in terms of traffic. Remembering that, for a period spanning over six months, the site had only experienced a 10 to 13 % growth.

So we did the obvious – we dug into Google Analytics in a bid to find out which areas needed improvement. That’s when we found out the site was highly ranked on a keyword that attracted more than 1,000 searches per month. The only limitation was that the keyword wasn’t relevant to the services offered by our client.

We, therefore, decided to deliberately reduce the promotion effort we applied on that particular keyword. We then went ahead to deliberately work on lowering the ranks of that keyword and any other keyword that attracted accidental visitors.

The client ended up losing a tremendous amount of the traffic they were attracting. But they did manage to increase their revenue stream by tenfold. The irony, huh!

What to Focus On

It’s a hard known fact that your site traffic doesn’t necessarily equate to more revenue. But does that mean that all your online marketing effort should instead be directed on deriving conversion instead of driving traffic?

Not really…

Your site thrives on the amount of traffic it’s attracting. Come to think of it, how are you going to optimize your site for conversion if it’s driving zero traffic?

As your site traffic grows, you begin to optimize it with opt-ins and lead magnets for a better conversion rate, which in the end translates to more revenue.


CRO and SEO can be implemented simultaneously without hurting each other. The point is to work on attracting as many people as it’s humanly possible, and then apply a tight conversion funnel for quality filtering.

But there comes a time when you’ll have to decide on whether to invest more in backlinks or on creating more landing pages. This section of the post look at a three-stage framework that you can use to decide on the best direction to take:

The 3-Stage Framework

Stage 1: Content Marketing and Link Building Campaign

The web pages on your site are mostly meant to bring value to the life of your visitors while building trust and establishing you as an authority figure in the industry.

Take a look at some of the industry leaders. Look at the strategy they employ to woo in more visitors.

One common thing you should be able to notice is that none of these sites tries to oversell themselves or force a product or service on their visitors.

They instead focus on offering value, in the hopes that visitors will take notice of this and trust them with their hard-earned cash.

To succeed as an online marketer and web owner, it’s important that you shed off any ambition to make money while starting your website. Instead, focus on adding value to the audience you’re targeting, and let everything else take shape as the business rolls.

One way web owners add value to the life of their visitors is by supplying them with really useful and informative content. While this may appear to amount to nothing, it actually marks the beginning of the conversion funnel.

Aim at creating valuable content that’s way better than the paid stuff offered by your competitors and your visitor will learn to trust you, and in the end, choose to fork over their cold hard cash for the products and services you’re offering.

So how can a marketer win conversions using articles that are just meant to satisfy visitors’ search queries?

Simple – while educating your audience, try coming up with a solid way to help them overcome a problem they’re having.

That way, the people visiting your site to read your content may find it fit to check the rest of the site to find out more about you and the product and services you provide.

Great content will on its own attract comments and a fair amount of shares on the various social media platforms. Of course, the majority of them will just be reading the content and dropping it off immediately thereafter. But there’s still a good number of them that will be interested enough to consider moving to the next stage of conversion.

The 90 – 9 – 1 Rule: According to this rule, 90% of the visitors you attract will just observe what you have going on. They’ll make zero attempts to involve themselves with the content you post, but they’re the people you should be aiming to convert, unless otherwise.

One strategy you can use to convert some of the visitors is by offering a content upgrade using a lead magnet. With this visitors get to give out their email addresses in exchange for top-of-the-shelf content.

This allows you to build your own tribe, which doubles as a good source of attracting repeating traffic.

There’s much sense in offering free content. You can’t put a value on your ROI. At the same time, you can’t compare it to sampling out a free product.

But there’s value in it in the sense that it sets the stage for establishing a relationship with potential customers on the right foot. It’s like the starting point of pushing your prospects further down the conversion funnel.

Once you have your mindset on conversion, you might be tempted to think that majority of the traffic you’re attracting is a complete waste of time. But the truth is, the more people you’re able to drive to your site, the more people you’re able to direct to your conversion funnel.

So in summation, everything is all about striking a balance between the traffic you’re getting and conversion. You want to make sure that you’re attracting a good number of qualified visitors, and at the same time, you want to work towards ensuring a good section of these people don’t just hop out without taking any meaningful action.

Stage Two: SEO and CRO are Dependent on Each Other

There’s no SEO without CRO, the same way there’s no CRO without SEO, which makes the two inseparable in a way.

You’ve worked on brand-building content. You’ve also managed to build authoritative content, laced up with relevant links. Your email list is pretty and there’s a decent flow of traffic to your site.

That’s pretty much all it takes to establish an admirable online reputation.

What you used to build the traffic is what is referred to as SEO in this sphere. Now let’s assume your primary goal was on CRO and revenue. So without implementing SEO strategies to direct people to your site, where would you have gotten the people to convert into active customers?

You don’t want to end up with a money pit of a website. So don’t make the mistake of separating the two.

As a matter of fact, each one of the two is howling for an equal amount of attention from you.

It’s an obvious fact that almost all online experiences begin with a simple search. But that’s NOT to say that all of your marketing money should be directed on fetching the topmost rank in the SERPs.

Of course, you have all the reasons in the world to rank for a certain list of keywords. But what’s even more important is for you to divert your focus to providing smooth navigation aimed at targeting organic traffic, coupled with out-of-this-world experiences that enable your visit to find an exact match of what they were looking for upon landing on your site.

You can’t measure the success of a business by simply looking at the amount of traffic it’s attracting. That alone is never enough metric.

For instance, your site could be attracting 10, 000 visitors per day. But if all the traffic bounces off the site a few seconds after landing, what benefit does the high traffic count serve your business?

It’s normal to feel like CRO will in the end hurt your SEO effort, leading to a greater loss of the organic traffic you’re driving. But that’s NOT always the case when you look at the different factors that affect the ranking ability of your site – that is, keywords and on-page SEO, Domain Authority, Content Quality, Spam Analysis, and Users and Usage data, each of which plays part in determining your ranking ability.

In which case, the CRO changes you make to your content will only be affecting three of the factors determining your ranking ability – keyword and on-page SEO, content quality, as well as user and usage data.

So while this may affect how high your site gets ranked in the SERPs, the effect felt is NOT to a greater magnitude as peddled.

Stage 3: Stop Pitting the Two against Each Other and Instead Focus on Creating a Memorable User Experience

CRO may demand that you make a couple of changes to your site, a move that’s likely to affect your search engine ranking.

A few years ago, the search engine system wasn’t advanced well enough to affect either CRO or SEO. That’s because the system wasn’t much focused on user experience.

But with sequential rolling out of Google updates, the system has greatly advanced such that a slight change on your site content is likely to have a tremendous effect on its overall ranking.

How To Effectively Get The Best Top-of-Funnel Traffic And Conversion

That being said, here’s a number of ways SEO and CRO can work together to deliver a far more superior user experience:


Google recently included speed as one of its ranking factors. Meaning, the faster your site loads, the higher it’s ranked in the SERPs. In the same light, a slow loading site will most likely also affect your CRO. So by working on improving your site speed, odds are you’ll also be working on improving its SEO and CRO, all at the same time.

Serving Value and Relevant Content

Valuable and relevant content will most certainly be considered for a higher ranking. In addition to that, they’ll also be driving the most qualified traffic you’re likely to attract online, thus increasing your overall conversion rate.

Authoritative Backlinks

If your links generate a better conversion, the search engines will reward you by pushing you up the search engine ladder.

Proper Use of Content Hierarchy

By formatting your content with proper hierarchy, you’ll be working towards meeting user expectations, which goes a long way to ensure that you’re able to convert a good chunk of them into real customers.

Conversion Rate Optimisation in Singapore Summary

Conversion rate optimisation (CRO) refers to the strategies employed by marketers to motivate visitors to a website to take the desired action.

Most companies that engage in digital marketing in Singapore focus on driving traffic to websites, where sales teams convert them into buying customers. Once this process delivers results, the marketers put in more effort to increase the website traffic further.

website funnel cro ad

While the approach described above is effective, it tends to overlook existing customers. Given that it is much easier to sell to your current customer than convincing a new client, it is imperative to invest in conversion rate optimisation.

By designing and modifying certain aspects of your website, you can improve the chances of converting your traffic into customers before they leave. CRO is the process of optimising for such conversions.

The following are some of the web pages that you need to modify to boost your conversion rate.


The homepage of your website makes the first impression on its visitors. A well-designed homepage will motivate the user to keep on browsing your site instead of bouncing back to search results.  Some of the ways to make your homepage more enticing include emphasising links to product information, easy-to-use navigation, and a free sign-up button. You could also add live chat functionality to help visitors in case of any issues.

Landing Page

The primary objective of landing pages is to convince people to complete a specific action. For instance, if you a promoting an event, you can optimise the landing page by posting a video clip of the previous event. Similarly, a landing page that promotes an eBook can feature excerpts from the resource.

Pricing Page

The pricing page on your website has an enormous impact on the buyer’s final decision. Some of the ways of boosting your conversions using this page include describing the features associated with each price tag, including billing intervals (monthly, weekly, or annually), and adding an option for requesting a custom quote.


Besides publishing informative and valuable content about your business, your blog can contribute to your CRO campaign. For instance, you can include multiple call-to-actions to convince users to take the desired actions such as signing up to your mailing list or purchasing an item.

How to Calculate the Conversion Rate

The conversion rate is a measure of the share of your website traffic that buys your products or services. That said, a conversion can also refer to the completion of a specific action, such as liking your social media account or signing up for your email marketing campaign.

The following is the formula for calculating the conversion rate for your digital marketing in Singapore.

Number of people who complete the desired action/total number of website visitors x 100

Going by the formula above, an e-commerce website that gets 10,000 visitors monthly and sells to 1,800 of them has a conversion rate of 18%.

There are two ways of increasing your conversion rate – increasing the number of visitors to your website or optimising your site to get more from the existing traffic. Higher conversion rates mean more customers, and more importantly, better sales and higher revenue.

The table below shows the effect of increasing your website conversion rate.

  Site A Site B Site C
Monthly Traffic 20,000 20,000 20,000
Conversion rate 1% 5% 10%
Leads generated 200 1,000 2,000
New customers 20 100 200

The data in the table above shows that generating more traffic to your website is not an assurance that your conversion rate will increase. This is because the additional visitors might not be qualified leads, meaning that they are less likely to convert. Instead, you should focus on optimising your website to get more from your existing traffic since they are already interested in your offerings.

How to Get Started with Conversion Rate Optimisation

The first critical step of any conversion rate optimisation campaign is data collection. You might follow the strategies implemented by others and get a considerable amount of success, but research will take your efforts to the next level.

Here is how you need to prepare before launching your conversion rate optimisation campaign.

Set Goals and Benchmarks

It is essential to set goals and benchmarks before you start optimising your website for more conversions. As the campaign progresses, you will be comparing the results to see if you are improving or not. You will also gauge the extent of the improvement.

Invest in Google Analytics

Once you know your current conversion rate and set your goals, you need to identify the reason behind the numbers. Google Analytics is an excellent resource that shows you the strongest and the weakest areas of your CRO campaign.

For instance, most e-commerce websites face the challenge of high cart abandonment rates. Google Analytics can provide useful insights showing why and where people abandon your online store. That way, you know where to conduct tests. You could also analyse the conversion rate based on various devices. If you find that mobile users are not converting, the reason might be a non-responsive website.

Find Quantitative Data

Quantitative data is another useful resource if you want to increase your website conversion rate. For instance, you can use specialised software to discover how people interact with your pages. When you notice that people are ignoring some sections of your web pages, you can do away with them entirely or replace them with something else.

Collect Qualitative Data

Qualitative data is the perfect complement to quantitative data in that gives detailed information concerning the reduced conversion rates on your site. Some of the ways of collecting such data include user testing, conducting surveys, and evaluating customer chat logs.

The most crucial aspect of collecting qualitative data is asking the right questions. Your questions need to be specific and understandable. The responses you get should form the basis of your A/B tests as well as the conversion rate optimisation campaign.

The table below shows the impact of various levels of research on the growth and profitability of businesses.

Level of research Growth Profitability
No research 2.8% 11%
Occasional research 20% 14%
Frequent research 33.3% 20%

Source: Hinge Marketing

Best Conversion Rate Optimisation Strategies

As mentioned above, more conversion means more revenue for your business. The following are the best CRO strategies that can improve your internet marketing in Singapore significantly.

Use Text-based CTAs within Blog Posts

Although the majority of marketers in Singapore include CTAs in their blog posts, they are not effective at all times. The reason behind the ineffectiveness is that some people often perceive CTA buttons as disruptive ads, which is the primary cause of banner blindness.

A considerable of internet users are accustomed to ignoring banner-like information which means that graphical CTAs can suffer the same fate. Moreover, website visitors do not always read blogs post to the end, meaning that you need to be smart about where you place your CTA.

The best way of ensuring readers click on your CTA is by placing it as an in-text link to your landing page or other sections of your website. Make sure that you use a different colour to make the hyperlink more noticeable than other texts.

Include Lead Flows in your Blog

A lead flow is a popup that attracts attention, offers value, and converts visitors into customers. Some of the most used popups include slide-in boxes and drop-down banners, and the choice depends on what you ate offering. For instance, if you are doing email marketing in Singapore, a standard popup will attract a high click-through rate and more submissions than a CTA placed at the bottom of the blog post. Make sure that you include a lead magnet to make the popup more attractive to your website traffic.

Customer Value Proposition

Customer value proposition refers to the unique value that you provide to your clients that nobody else can offer. It is what motivates people to buy from you over competing businesses.

A well-crafted proposition moves the customers down the sales funnel. It can be a simple one-liner or cover several aspects such as the headline, subheadings, bullet points, images, and social proof. Also, it does not cost anything but has an enormous effect on your conversion rate optimisation efforts.

Use Colloquial Language

One mistake made by people who do internet marketing in Singapore is using complicated terms that end up confusing the target audience. Instead of trying to look smart, you should try to use simple words that everybody can understand. Nobody is going to buy from you if they cannot get the message you are trying to pass. Make sure that you always use colloquial language in your digital marketing content.

A/B Test Your Landing Pages

Landing pages are perhaps the most crucial element of a conversion rate optimisation campaign. It is where the website visitor becomes a lead and eventually transforms into a customer. The significance of this webpage calls for the conducting of A/B tests so that you make the most of it. This explains why A/B testing is the most popular way of boosting conversions generated from landing pages.

A/B testing is the practice of splitting your marketing campaign into multiple groups intending to identify the most effective strategy. For instance, you could create numerous variations of your landing page to see the one that generates the most conversions. The key to successful testing is changing only one aspect in each variant. Some of the elements you can change include design, colours, fonts, CTAs, and so forth.

When conducting A/B tests, make sure that you collect sufficient data. Once you get the results, focus more on improving the elements that are not generating the desired rate of conversion instead of abandoning them altogether.

The following graph shows the impact of A/B testing on conversion rates.

conversion rate optimisation a/b testing

Source: TruConversion

Create a Sense of Urgency

Telling your customers that they have a limited time to act is a smart way of boosting your conversion rates. When a person faces too many options, they often pick none. Creating a sense of urgency, on the other hand, compels people into making a quick decision.

For instance, if you have an e-commerce website, you can encourage urgency by telling customers that only a few pieces of a popular product are available in stock. By sharing such information, you motivate the client to act faster or risk missing out on the item.

That said, your urgency must be authentic. If people notice that you are using this strategy as a trick to compel them into buying, they will lose trust in your brand and move on to your rivals.

Help Leads Transform into Marketing Qualified Leads Immediately

In some cases, visitors to your website might want to talk to the sales team instead of getting nurtured by marketing offers. The best way of transitioning leads to marketing qualified leads is by using a combination of impressive designs and well-thought-out CTAs.

Using a clear and compelling copy can improve your conversion rate significantly. The problem lies in knowing the actions that your traffic needs to take. For example, a section of your audience might prefer a free trial over a video demonstration when trying out a new product. Make sure that conduct a series of tests to see what the majority like, and then optimise for that process.

After optimisation, consider simplifying the sales process. If a person wishes to contact your sales team, the process should be frictionless ad straightforward.

Address Potential Concerns

A customer is more likely to buy an item if they feel secure about the purchase and have no concerns about the quality of the product. The best way of addressing potential issues regarding your products is by enabling a live chat feature on your website. This allows customers to interact with you directly and ask anything about your offerings.

Get to Know Social Commerce and Shoppable Posts

Alternatively, you can include a frequently asked questions (FAQs) section on your website. These can provide answers to coon queries that users have about the product. You could also use testimonials from previous clients to show real-life applications of the product.

Optimise High-performing Blog Posts

If blogging is an integral part of your internet marketing in Singapore, it is likely that some posts gained more popularity than others. Such posts are an excellent opportunity to improve your conversion rate optimisation campaign.

Before anything, you need to identify the blog posts that attracted a high number of visitors but generated little or no conversions. The two main reasons for such occurrences are unclear CTAs or the lack of a connection between what you are promoting and the content in the blog. Aligning the content of a blog post with the product you are offering can significantly improve your conversion rates. The same applies when you use clear and compelling CTAs.

Additionally, you should identify the blog posts that are generating high conversion rates. You should look to drive more qualified leads to such content. The best way of doing this is by optimising the page for search and updating it to make it relevant.

Leverage Retargeting

The average conversion rate for websites around the world ranges between 2% and 4%. This means that at least 96 people of every 100 that visit a website are not taking the desired action. The most effective way of engaging people who leave your site without converting is retargeting.

The table below shows the average conversion rates for e-commerce websites in Southeast Asia.

Country Average e-commerce conversion rate
Vietnam 3.9%
Indonesia 3.3%
Singapore 3.3%
Malaysia 2.7%
Thailand 2.4%
Philippines 2.4%

Source: fintechnews.sg

Retargeting works by monitoring your website traffic and serving them with relevant ads as they browse other sites on the internet. This tactic is particularly useful when you focus on people who visit high-converting web pages without completing the desired action.

When creating retargeting ads, you will need to use a compelling copy and an attractive image. The ad should also be relevant to the targeted user.

Conversion Rate Optimisation Mistakes that You Need to Avoid

Despite its benefits, many marketers often misunderstand conversion rate optimisation and end up making avoidable mistakes. Some see it as a useless investment that cannot contribute to the attainment of business goals. Others consider it as the ultimate solution to the challenges faced in digital marketing in Singapore.

The following are some of the mistakes and misconceptions associated with CRO.

CRO is a Solitary Skill

Some marketers wrongly believe that CRO is a solitary skill. The reality is that it is a broad practice that requires you to be proficient in different areas, such as copywriting, design, and analytics.

Copywriting is crucial for writing compelling content, while the design ensures that you create attractive and engaging landing pages. Analytics, on the other hand, is essential for running and analysing the results of A/B tests. If you want to optimise your site for more conversions, keep in mind that you need several skills.

Overemphasis on Split Testing

There is no denying that A/B split testing is an integral component of any successful conversion rate optimisation campaign. However, it is not the only aspect that guarantees success.

In reality, the objective of CRO is to identify the actions that prompt your target audience to buy from you. The role of a CRO expert transcends beyond testing – they also need to identify and fix the barriers that prevent your website traffic from converting. Some of these include improving the functionality, accessibility, usability, and persuasiveness of your landing pages.

Always Using Short Copy

There is a widespread notion that people no longer read long sales pitches due to short attention spans and endless distraction. While this is true for some forms of online marketing, such as email marketing in Singapore, it does not apply to all areas.

When someone gets attracted to anything that offers value, they will read it to the very end. According to backlinko, long-form articles perform better than shorter ones in search engine ranking.

The graph below shows the SERP ranking of websites based on average content length.

average content length

Source: SerpIQ

The significance of writing a long copy is that the reader gets an in-depth understanding of your offering, making them more likely to convert. You only have to make sure that the content is relevant and does not veer off-topic.

Ignoring User Demographics and Audience Personas

Regardless of your area of specialisation, your marketing campaign is reaching out to people with different preferences and different demographics. If you offer a broad range of products, you have to contend with a more diverse range of customer profiles.

For example, if you are selling alcoholic drinks, a teenager will want to buy more than 50-year-old with a lower tolerance. Likewise, some will prefer beer over spirits, and vice versa. The only way to know the preferences of different segments of your target audience is through research.

Even worse, some marketers think that the shortcut to successful conversion rate optimisation is copying the strategies employed by established businesses. This s wrong. The only proven way of boosting your conversion rate is by providing an experience that suits the needs of your customers.

Prioritising CRO over Other Marketing Strategies

Another mistake made by businesses is thinking that CRO is enough to improve their online marketing campaign. Though it can boost your conversion rate and increase sales, you still need to attract visitors to your site, retain existing customers and maintain a positive brand image.

For example, if you have a conversion rate of 2%, you can increase sales by investing in CRO or focusing on driving qualified traffic to your site. Focusing on CRO is an excellent foundation for generating leads and increasing conversions. However, it does not mean that you neglect other aspects of your digital marketing such as SEO, email marketing, social media, and so forth.

Focusing Exclusively on Conversions

The ultimate goal of conversion rate optimisation is increasing conversions. In most cases, this objective is a process. A user might convert on their first visit, or in the fifth, or never at all.

Even if you promote your product and remove all the barriers, the final decision lies with the visitor. The conversion rate on your site is one of the many metrics that need to track. Others include the frequency of visits, the recency of the visits, and the actions taken by the user when browsing your website.

Benefits of Conversion Rate Optimisation in Singapore

CRO focuses on making your website valuable to its target audience, meaning that you only attract traffic that shows a keen interest in your products and services. The benefit of this is that such people have a better chance of becoming paying customers.

The following are the top reasons why you should start a conversion rate optimisation campaign.

Understanding Your Audience Better

As a digital marketer, it is vital to know your customers and what motivates them to buy from your site. One of the most significant advantages of CRO is that it familiarises you with your leads, prospects, and clients. When you take the time to understand their actions, you get a better understanding of their challenges and pain points. This, in turn, is crucial for improving the user experience o your website.

Better Sales

Improving your conversion rate is the first step to boosting your sales. CRO also shortens the time it takes from lead generation to conversion, making your site more efficient in the process.

Once you discover the elements hurting your conversion rate, you can use the information to make the necessary adjustments to your site. The best proof of an effective CRO campaign is generating more sales without increasing your website traffic.

Gaining a Competitive Edge

One of the lesser-known benefits of CRO is that it gives you an edge over your competitors. By optimising your site, you make it appealing to a broader audience. Improving your site could potentially transform as the go-to option in your niche.

When all elements of your website run smoothly, visitors will easily overlook competitors in your favour. CRO ensures that your site becomes superior to your rivals’, helping you to take a larger market share while increasing profits and conversions.

Cost-effective Lead Generation

One of the challenges associated with PPC advertising is spending on clicks that eventually fail to convert. CRO helps solve this problem by making your site more appealing to users, meaning that they are more likely to convert.

A lower cost per lead allows you to save the money that you would have otherwise spent on paid search campaigns. It also increases your profit margin.

Incremental Business Returns

Another benefit of CRO is that every adjustment you make on your website leads to an increase in conversion rates. For instance, if you run an A/B test and increase conversion by 2%, the resultant extra revenue will keep coming in forever. If you have a high volume of sales, that 2% increment could translate into additional thousands of dollars worth of revenue for your business.

Better SEO Ranking

Google rewards sites that provide users with valuable content with a higher ranking on search results. Conversion rate optimisation is the best way of ensuring that your website offers useful content to its visitors, resulting in increased visibility on search engine result pages.

More visibility generates more leads, and eventually, more conversions. CRO also helps with client retention, which ensures continuity in the customer cycle and sustains your online business for many years.

Improving Brand Image

An optimised website creates the right first impression to visitors. When your site offers the optimal user experience to people, they are more likely to recommend it to family and friends. This can help drive more traffic to your website, where CRO will ensure that they convert into customers.

Increased Customer Lifetime Value

A website that is easy to use and navigate encourages people to become regular visitors. This aspect of CRO is particularly useful to businesses that are struggling to recoup previous customers. According to studies, 30% of customers would rather buy from a website they have already transacted with than a new platform.

Singapore Conversion Rate Optimisation Trends that You Need to Watch

Since its introduction in the early 2000s, CRO has undergone massive changes, and this is expected to continue as the new decade approaches.

Here are the top conversion rate optimisation trends that every marketer needs to watch.

AI and Automation

Most websites have already adopted AI and machine learning by using chatbots to handle customer services. Soon, there will be an increased dependency on modeling, predictive analysis, and predictive targeting. Instead of relying on standard analytics and cookies, you will have to track user behaviour using tools based on these new technologies.

Data Privacy Laws Will Affect CRO

With the introduction of the GDPR, PECR, and other data privacy regulations, marketers will have to change the way they approach CRO.  You will need to obtain consent from users before you collect their information, and more importantly, they can revoke the consent of their volition.

New Search Methods

The advent of smartphones meant that marketers and UX designers had to make digital platforms adaptive to smaller screens and touchscreens. Although it will take time for the Internet of Things and VR gadgets to go mainstream, 50% of all searches next year are expected to be voice-based.

The rising popularity of voice search means that CRO campaigns have to focus on natural language, long-tail keywords, search intent, and topical optimisations. Marketers need to think about why people are searching rather than the words in their search phrases.

The following graph shows how recently people started using voice search queries and commands.

voice search queries statistics

Source: Search Engine Land

Increased Interactivity and Personalisation

Another notable trend concerning CRO is that marketers will need to communicate with their audiences directly instead of using third-party platforms. You will need to find novel methods of talking to customers, understanding the buying cycle, and providing compelling reasons for customers to buy again from your business.


If you take a structured and systemic approach driven by data, conversion rate optimisation can improve your conversion rate significantly. Before you start a campaign, make sure that you understand our target audience and their challenges. Invest in research, and you will discover why your traffic is not converting and make the necessary improvements. Doing this consistently will ensure that you keep on improving your website conversion rate.

What remains is all on you. Just in case you wish to develop a deeper understanding of the two, make some effort to reach out to MediaOne today with your problem or for a free Singapore SEO and conversion rate optimisation/consultation.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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