Lead Today

Conversion rate optimization

By continuously optimizing the conversion rates on your website, you can generate more leads.

What is conversion rate optimization?

Conversion optimization, or CRO (conversion rate optimization) is the practice of optimizing your website or other online channel in order to increase the amount of conversions. A conversion is an action that a website visitor takes, which benefits your company.


This can, for example, be a newsletter subscription, a webinar application or a whitepaper download. Obtaining more conversions sounds amazing, but how do you actually realize this?






Conversion optimization is all about finding out why your website visitors behave the way they do, and how you can influence their behavior by adapting your website. You can ask yourself why not many visitors fill in the contact form or watch your valuable webinar. To find an answer to these questions, you must start testing website changes: different colors, texts and placements. Important parts of your conversion optimization strategy are:


  • ​​Call-to-action (CTA)

A CTA is an encouragement to make a visitor take a certain action. Often, these are buttons or links on a website that link to a certain webpage with a form or a download. You can significantly improve your website by adding CTA’s to it. Of course the CTA’s success depends on it looks: is it noticeable enough? Should the color or text be different?

  • Forms

Forms are often very important to B2B organizations, as this is the best way to generate leads online. Forms often are a source of optimization possibilities; the length of a form can make a huge difference for your conversion rate. Also, the reason behind filling out the form is an indicator for how successful the form will be. Is it clear to your website visitors what they will be getting out of a newsletter subscription? If not, they will be less prone to subscribe. Lastly, think about if your form is visible enough on your website; are there enough buttons that link to your form in the first place?

Surely, these are not the only elements that you can optimize in order to attain a higher conversion rate. The user friendliness of your website, the quality and relevance of your content and the design are also strong determinants.

A/B testing

To get a good idea of how a webpage can generate the maximum amount of conversions, you can best start with A/B testing. A/B testing is the art of testing different versions of a webpage. For example, changing a button where the button’s color is blue in version A of the page, and orange in version B. Analyzing the difference in conversions between these two versions is called A/B testing.

Multivariate testing

When you start A/B testing, it is important to focus on one element at a time. It is not smart to test the color and the placement of a button in one test. What you can do if you want to test two elements at a time is multivariate testing: testing 4 (or more) versions of a webpage at once, where you combine placement A with color A and B, and placement B with color A and B. With every A/B test it is important know on how many website visits you’re basing your conclusions. Rather run your test a month longer, than drawing conclusions too early.

Conversion optimization tools

There are a ton of A/B testing tools on the market. You can use Google’s free tool “Google Optimize” in order to show different versions of a webpage to your visitors. This does require some basic HTML skills and some practice. You can also direcly change something on your webpage and measure if there is an increase in conversions in comparison with the period before you made the change, with the help of Google Analytics. Often, CMS systems and landingpage software like Instapage and Unbounce also offer A/B testing options.


Conversion optimization by Lead Today

At Lead Today, conversion optimization is incorporated into multiple elements of the growth strategy we deliver to our clients. When developing a lead generation strategy, we make sure an optimal environment is created to generate leads. Conversion optimization is part of this.

Conversion analytics

An optimal Google Analytics set-up also plays an important role in this process. You can try all you want optimizing your website but if you cannot measure performance, you don’t have insight into what does and what doesn’t work for your organization. A Google Analytics set up by Lead Today means that all clicks and filled out forms are measured. Find out here what a Google Analytics set-up by Lead Today entails.

After Google Analytics has been correctly set up, we will continuously analyze and optimize the elements that are of importance for your conversion rates. For this we use a combination of tools and tactics that are relevant for your organization.

Need help?

Do you want to know more about how we can make the best use of your website and other online channels in order to increase conversions? Then come in contact with one of our experts.