CRO stands for Conversion Rate Optimisation. This is a method for improving how your website converts online demand into revenue.

CRO works by understanding what stops users from converting, what could better persuade users to convert and then testing these changes in order to improve your online results.

To do this, we use a variety of techniques, such as UX research and A/B testing, to test improvements to your website/landing pages/funnels. We then use statistical analysis to ensure our results are statistically significant. Without these tests you cannot know if you are improving or harming your website.

CRO aims to generate more revenue from existing demand. This means our tests will directly improve your gross & net margins, leading to a growth in EBITDA. For many businesses, EBITDA is central to their valuation, ability to raise funds and cash flow. So CRO ensures you are maximising your potential EBITDA, business health and long term interests.

All CRO tests we run are designed to drive meaningful and measurable results. In most tests, we aim for a 10% improvement to conversion rate. To illustrate impact, here is a simple example: 

• Your website generates £100,000 in revenue per month 

• A 10% increase in conversion rate would add £10,000 per month 

• That’s £120,000 in additional revenue per year 

This growth comes without increasing your marketing spend. You’re generating more revenue from the same demand.

After costs of goods sold, this additional revenue flows directly into improved margins, higher EBITDA, and stronger net income.

To see what a similar growth increase could mean for your business, you can use our CRO calculator to model the impact - link here.

This calculator is 100% private and we cannot access any information you choose to put into it. 

Every business should be running CRO, especially those spending more than £100K per month on advertising or undergoing a high growth period. Improving conversion rate works alongside paid marketing growth. CRO increases revenue from existing demand without increasing marketing spend, allowing for efficient growth.

In practice, most businesses struggle to run CRO successfully in-house for three key reasons:

1. CRO requires a different way of thinking

   • CRO sits at the intersection of behavioural psychology, data analysis, UX, and experimentation. The insights are often counterintuitive and challenge traditional marketing assumptions, which makes consistent progress difficult without specialist experience.

2. CRO is resource-intensive

   • A proper CRO programme requires ongoing input from design, marketing, data, and engineering. Most teams don’t have the spare capacity to prioritise testing on top of day-to-day delivery.

3. Speed matters

   • CRO compounds through learning. Running one test every month or two dramatically slows progress compared to running multiple tests in parallel. The faster you test and learn, the faster performance improves.

This is why many businesses either struggle to get CRO off the ground or fail to maintain momentum, particularly during periods of growth, when optimisation matters most but internal resources are under the greatest pressure.

Why The CRO Agency exists

We built The CRO Agency to solve these exact problems.

We run a fast, structured CRO programme while training your in-house team, ensuring improvements compound and insights carry across channels, funnels, and campaigns.

View our case studies to see how we’ve delivered real conversion improvements and reshaped how teams make growth decisions.