Why CRO Is the Unsung Hero of Your Marketing Strategy

Let’s get one thing straight: If you’re spending thousands on Google Ads, Instagram promos, email flows and SEO, but you’re not focusing on CRO (Conversion Rate Optimisation) then you’re basically trying to fill a leaky bucket.

So what is CRO, anyway? In short, it’s the process of optimising your website or landing page to get more visitors to take a desired action, think clicking that “Book Now” button or filling in your lead form. It's not about getting more traffic, it's about making the most of the traffic you already have (Contentsquare).

CRO involves a lot of different tactics, from A/B testing to tweaking your UX and layout, all with the goal of converting clicks into customers (Optimizely). As HubSpot puts it, CRO is both an art and a science. It’s about removing friction and helping your users say "yes" faster (HubSpot).

Why Should You Care About CRO?

Because sending paid traffic to a poorly optimised site is like putting lipstick on a pig. Sure, it might look nice, but it’s still not converting.

According to Forbes, increasing your conversion rate can have a massive impact on your bottom line. In fact, even a 1% increase can lead to significant revenue growth without spending more on acquisition (Forbes). Mailchimp agrees, noting that CRO helps you get better results from the same traffic, making your marketing spend go further (Mailchimp).

It’s not just about squeezing more money out of your traffic either, CRO also improves user experience. That means happier visitors, fewer bounces, and more brand love (Matomo).

But Wait, It’s Not All Smooth Sailing

Of course, CRO isn’t without its challenges.

For starters, it’s easy to get caught up in vanity metrics. A lower bounce rate doesn’t always mean higher conversions. And just because your button is now hot pink and Comic Sans doesn’t mean people will suddenly want to book a demo (Smart Insights).

There’s also the issue of sample size, if you’re only getting a few hundred clicks a month, your A/B tests won’t reach statistical significance anytime soon (VWO).

And let’s not forget the classic trap: obsessing over the conversion rate instead of revenue, LTV, or actual customer value (Vodien). As Daniel Botez points out, focusing solely on CRO can sometimes lead you to optimise for the wrong outcome entirely (LinkedIn).

CRO: Like Leg Day for Your Website

CRO is like going to the gym for your website, it takes some effort, but the long-term gains are worth it. It helps you maximise the value of every visitor, without needing to blow your ad budget.

Yes, it has its quirks and limitations, but when done right, it’s one of the most powerful (and cost-efficient) ways to improve performance.

At Dadek Digital, CRO is baked into everything we do. Whether it's a landing page for Google Ads or a lead magnet on Instagram, we make sure every click counts. Because it’s not just about getting traffic, it’s about making sure that traffic actually does something.