Conversion Rate Optimisation

At Banc Media, we believe that digital doesn’t end at pushing more traffic to your site. Conversion rate optimisation (CRO) is the process of refining and testing your site so a greater percentage of your site’s visitors convert. By creating a carefully planned customer journey, we can help guide visitors towards your desired call to action – whether that is purchasing a product, signing up to a mailing list or any other action you consider important.

One of the greatest benefits of conversion rate optimisation is its highly measurable nature, focused entirely on data driven decisions. We take the guess work and uncertainty out of the equation entirely. Copying competitors and reacting to industry trends will become a thing of the past as you instead focus on improving your site and leap in front of the competition.

How Is It Done?

A solid CRO campaign begins with a period of data and information gathering on your current site. At Banc Media, we use various tools – both qualitative and quantitative to discover how your visitors are interacting with your site, what they find difficult, and what is ultimately deterring them from becoming customers.

These tools and techniques include:

  • Google Analytics
  • Heatmaps and clickmaps
  • Visitor recordings
  • Surveys & interviews
  • On-site questionnaires
  • User tests

The next step is the creation of a number of hypotheses based upon these findings to highlight areas of your site which need improving, and the proposition of relevant solutions. These are ranked in order of importance and their likelihood of achieving significant uplift.


A number of methods of testing then take place to find out which works. The simplest method involves AB testing a proposed change against the original. We use tools such as Optimizely & VWO to segment traffic equally between the original page and the variation, measuring the effectiveness of each. Only then can we truly be confident that a proposed change will have a positive impact

Other methods include multivariate testing – measuring the effect of multiple different changes on a page and split URL testing – sending traffic to a completely different page.

Once a winner has been decided, we implement the change and then carry on testing. This is a never-ending process of continual growth and improvement to ensure your site is always performing at the peak of its powers.

To get more information about our conversion rate optimisation (CRO) product, call us on 0345 459 0558 or email [email protected]