CRO: optimising your conversion rate to sell more online

Traffic is not enough: what matters is turning that traffic into customers. Conversion rate optimisation (CRO) is precisely the discipline that measures, analyses and improves the journey from visit to purchase. For a company investing in advertising and search, every point of conversion gained translates directly into revenue. At SEPTYS, CRO is a pillar of our Marketing offering, serving a single objective: maximising return on investment.

CRO: what exactly are we talking about?

The conversion rate is the percentage of visitors who complete a desired action: purchase, quote request, registration, download. CRO brings together all the methods aimed at increasing this ratio by acting on a site's content, structure, design and performance. It is a continuous, data-driven approach, not a fixed list of best practices.

SEM: the combined strength of SEO, SEA and SMO

Conversion starts with visibility. Search Engine Marketing (SEM) combines three complementary levers:

• SEO (organic search) to attract qualified, sustainable traffic;
• SEA (search advertising) to capture immediate purchase intent;
• SMO (social media optimisation) to amplify awareness and engagement.

By linking each channel's performance to the conversion objective, we concentrate budgets where they create the most value.

Optimising conversion means doing better with what you already have: more revenue without necessarily more advertising.

A/B testing and UX: experimenting to improve

CRO is a scientific approach. We formulate hypotheses, design page variants, run A/B tests and measure statistically significant differences. The most frequent levers:

• redesign of sales pages and forms;
• improved loading times and mobile-first design;
• clearer messages and calls to action;
• social proof and customer reviews;
• journey personalisation by audience.

User experience (UX) is inseparable from conversion: a confusing journey, unnecessary steps or cumbersome navigation drive buyers away. Our UX/UI designers, trained notably through the AD02-UX-UI path, design smooth and persuasive journeys, from the first click to order confirmation.

ABM and KAM: targeting key accounts

For companies selling B2B, account-based marketing (ABM) and key account management (KAM) concentrate efforts on strategic prospects. Combining ABM campaign personalisation with key account methods delivers significant results in finance, industry and services.

Finally, measurement is at the heart of our method. With web analytics tools and shared dashboards, every marketing action is tracked from first impression to completed sale. Your teams therefore have a clear view of what works — and what needs adjusting.

Our three growth levers

The areas where SEPTYS intervenes to sustainably increase your online sales.

• 1. Qualified traffic
• 2. Optimised conversion
• 3. Measured loyalty

CRO is a profitable investment: every improvement, however modest, produces cumulative effects across all your campaigns. With clear indicators and a proven method, your marketing teams move from intuition to evidence.

Get a CRO audit of your website and discover your growth opportunities. Contact SEPTYS's Marketing & CRO teams.