Conversion rate optimisation (CRO) is a key approach to improving sales, increasing return on investment, and creating a better experience for your customers. You may have already made several changes hoping to boost conversions, but not every strategy delivers real results. So how can you tell which ones are actually effective? In this guide, we’ll walk through proven CRO strategies that have consistently helped businesses improve performance, boost engagement, and drive revenue.
What Are CRO Strategies?
CRO (Conversion Rate Optimisation) strategies are methods used to increase the number of visitors who complete a desired action on your website. This action could be making a purchase, filling out a contact form, signing up for a newsletter, or downloading a resource.
Effective CRO involves making thoughtful changes that improve the user experience, reduce confusion or hesitation, and build trust with your audience. From improving page layouts to refining calls to action, these strategies are designed to help you turn more of your existing traffic into real results.
Top 10 CRO Strategies Worth Testing Right Now
1. Smart Navigation Menus
Overwhelming menus = overwhelmed visitors.
Test:
- A simplified top menu with 5–7 main categories
- Mega menus with images for visual context
- Sticky navigation on scroll for mobile
Example: Patagonia improved conversions by simplifying navigation and focusing on top categories.
2. Clear, Benefit-Driven Headlines
Your homepage or landing page headline has one job: convince visitors to stay.
Test headlines that:
- Highlight a benefit (“Get Sleep in 30 Minutes Without Pills”)
- Spark curiosity (“Why 20,000+ Dog Owners Swear By This Leash”)
- Focus on value, not just product features
Use tools like Headline Analyzer by CoSchedule to score and improve your messaging.
3. One CTA Per Page
Multiple calls-to-action (CTAs) create decision fatigue.
Instead:
- Keep your primary CTA clear and prominent
- Remove secondary CTAs unless absolutely necessary
- Use consistent language across buttons (e.g., always “Buy Now” vs. mixing “Get Yours” or “Add to Cart”)
Test version A: “Add to Cart” vs. version B: “I Want This!”
4. Urgency + Scarcity Triggers
Test urgency messages to nudge hesitant buyers:
- Countdown timers for sales or limited-time offers
- “Only X left in stock” messages
- Flash sales banners for return visitors
Just be honest and don’t fake urgency or you’ll lose trust.
5. Progress Bars in Checkout
A simple progress bar during checkout gives users a sense of control and reduces drop-off.
Try:
- “Step 1 of 3: Shipping Info“
- “You’re 1 step away from free delivery”
It helps reduce cart abandonment, especially for mobile shoppers.
💡 Baymard Institute data shows that reducing friction in checkout is the #1 driver of conversion uplift.
6. Exit-Intent Surveys (Not Just Popups)
Popups are great but exit-intent surveys reveal why visitors didn’t convert.
Try:
- “What stopped you from buying today?”
- “Was there something you couldn’t find?”
Then use the insights to adjust product pages, FAQs, or policies.
7. Simplify Forms
Want more newsletter signups or lead submissions?
Test:
- Reducing form fields (3 is the magic number)
- Replacing “Submit” with benefit-driven copy (“Get My Free Guide”)
- Autofill-enabled fields (email, postcode)
Avoid asking for a phone number unless it’s truly necessary. Including it can reduce conversions and discourage form submissions.
8. Free Shipping Thresholds
Encourage upsells and conversions in one go.
Test:
- “Spend £50 more to get free shipping”
- Progress bars showing how close they are
- Auto-adding a free gift once the threshold is hit
5MS can help you implement dynamic shipping logic if you’re using Magento.
9. Landing Page Personalisation
Create variations of your landing pages based on:
- Traffic source (Google Ads, email, social)
- User location
- Returning vs new visitors
Tool to try: Unbounce or Dynamic Yield
Example: Show UK-specific shipping info and local currency to improve trust instantly.
10. Post-Purchase Upsell Pages
The sale doesn’t stop at the checkout.
Try:
- One-click upsells after purchase
- “Buy Again” bundles on the thank-you page
- Referral offers like “Get 20% off your next order for sharing this”
Tool to explore: ReConvert for Shopify or OneStepCheckout for Magento.
Bonus: Emerging CRO Tactics to Watch
Stay ahead with these fresh ideas:
- AI-Powered Product Sorting – Let algorithms prioritize best-selling or highly-rated items dynamically.
- Augmented Reality Previews – Especially for fashion, homeware, and beauty.
- Voice Search Optimisation – Make sure product pages are structured to answer spoken queries.
Common Mistakes to Avoid (So You Don’t Waste Time)
- Testing too many things at once – Always isolate one variable (headline, button text, image).
- Not tracking the right metrics – Look beyond conversions. Monitor time on page, scroll depth, and exit rate.
- Ignoring mobile UX – More than 50% of traffic is mobile. CRO must be mobile-first.
Conclusion: Smarter CRO Strategies = Higher ROI
Conversion rate optimisation is no longer limited to simple tactics like popups or changing button colours. It focuses on understanding user behaviour, removing obstacles in the journey, and creating a clear, confident path to conversion.
The CRO strategies above are worth your time because they’re:
- Data-backed
- User-focused
- Easy to test and iterate
At 5MS, we help brands build high-converting ecommerce experiences using smart UX, clean design, and performance-led development.