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4. OPTIMISED - improving conversion rates.

by Simon Langham ON Sep 16, 2018

Optimised. What a great word. This is probably the broadest of our key objectives to creating a website.

What we mean by optimised, is that when building a website, we want to ensure it has the best opportunity of performing well on Search Engines and Social Media. Optimisation is also about conversion which is commonly known as conversion rate optimisation, CRO.

Conversion Rate optimisation is simply about converting visitors into clients.

There are many factors that contribute to a well-optimised website including speed and accessibility which we have covered in other articles. Other factors include…

The Journey

Knowing the journey we would like a visitor to make is crucial to having a well-optimised website. A clear journey will reduce bounce rates and increase interactivity. It’s these websites that people stay on and interact with that typically do well on search engines.

A journey starts by someone landing on your website with a need. It could be a need for a service you offer or entertainment. They will then take the journey of discovering information about your business and building a desire to use it before getting to the ‘Call-to-action’.

Our websites start by discovering the main journey and building a website that focuses on taking its visitors on that journey.


Our first article in this series covered the speed a website loads, which is very important, but here we’re focusing on the speed we provide information.

A website that is optimised for conversion will provide the relevant information fast. Don’t leave you visitors to guess what you do or have to navigate a few pages before understanding.

What you do should be clearly visible above the fold on your home or landing page. If someone is searching for a plumber, they will want to see a picture of a plumber and the word plumber.

That sounds obvious really but you will be surprised how many people skip this.


You may have the right product or service for your visitor but without the desire, you won’t have a conversion. Desire is that last bit of energy that will have people clicking on your call to action.

The best way to give people desire for your products or services is to show other people who have used your product or service. This can be done my using a testimonial and is best positioned next to the call to action.

That’s a brief introduction to conversion rate optimisation and of course improving your CRO will also improve your position on search engines.

Would you like help to optimise your website for conversion?

Would you like help with your website in identifying areas for improvement? Why not arrange a detailed report and presentation on your website? Contact theteam@unumbox.com today to discuss your website and see where we can make improvements specific to your business needs.