CRO techniques
20 CRO Techniques to Increase Conversion Rate
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01 E-commerce
10 techniques for online stores
From the product page to checkout, roughly in the order they are worth trying.
Make the buy button win attention
If Add to cart is not the strongest element after the product, shoppers go looking. Contrast does more than size.
- A dark or strong colour reserved for the main button
- Fewer badges and banners around it
- A sticky button on mobile once it scrolls away
Show the full cost before checkout
Unexpected extra costs are the most cited reason for cart abandonment in Baymard's research.
- Delivery cost and time on the product page
- A free-delivery threshold with a progress bar
- The final total in the cart
Proof next to the price
Shoppers hesitate when they see the price. That is where reviews belong, not in a tab.
- Stars and review count under the title
- Reviews with photos
- Returns in one line by the button
Guest checkout
Forced account creation is one of the top abandonment reasons. Offer it after the order.
- No-account checkout by default
- Express payments at the top
- Account creation on the thank-you page
A checkout form without friction
Every field is a place the shopper can stop, especially on a phone.
- Visible labels, not placeholders only
- The right keyboard and autocomplete
- Inline validation as they type
Filters that match how shoppers think
The collection page has to get the right shopper to the right product quickly.
- Size, price, colour, use
- Price and availability on every card
- Suggestions when search finds nothing
Cross-sells below the button, not above
Recommendations raise order value when they do not compete with finishing the order.
- A few relevant items
- Below the checkout button
- "Often bought together" on the product page
Speed and a layout that holds still
A widget that loads late and shifts the button causes a mis-tap and a bounce.
- LCP under 2.5 s on mobile
- Reserved space for images and widgets
- Remove apps that no longer earn their weight
Mobile first, for real
The same page behaves differently on a phone: what sits by the button on desktop is often three scrolls down.
- Buttons at least 44px
- Price and button on the first screen
- Apple Pay and Google Pay
Urgency that is true
Real stock and a real dispatch cutoff help. Timers that reset teach distrust.
- "Order by 2 pm, ships today"
- Stock from the system, not fixed text
- Offers with a real end date
Sample report
See which techniques a real page is missing
02 Lead generation
10 techniques for lead generation
For landing pages, forms and service pages.
Fewer form fields
Ask only for what you need for the first step. The rest belongs in the first call.
- 3 to 5 fields for a quote
- A multi-step form when you need more
- Optional fields marked optional
One goal per landing page
Every extra link is an exit. A campaign page has one button.
- No main navigation
- The ad's promise in the headline
- One CTA, repeated
A button that says what you get
"Submit" does not answer why. "Get my free quote" does.
- A verb and an outcome
- High contrast
- One line below: what happens next
A headline that says who and what
In five seconds a visitor should know whether they are in the right place.
- What you do, for whom, with what result
- No "innovative solutions"
- A subheadline with one proof point
Proof next to the form
Doubt appears the moment you ask for details. That is where proof is needed.
- One client review above the button
- Numbers that can be checked
- Logos your audience recognises
A lead magnet that solves one problem
A tool, a calculator or a checklist people use today is worth more than a generic e-book.
- A specific title and benefit
- Email only to get it
- Instant delivery
Say what happens after they submit
Uncertainty about the next step holds back the click.
- "Reply within one business day"
- Who will get in touch
- No commitment, if true
A thank-you page that works
The visitor just said yes. It is the best moment for the next step.
- Book the call right there
- One useful resource
- Ask how they found you here, not in the form
Service pages that show outcomes
Visitors buy the outcome, not the list of services.
- Who it is for, and who it is not for
- One case study with numbers
- A price range where possible
Test when you have traffic, ship when you do not
Most sites do not have enough conversions for a significant test on every change.
- Test on the pages with the most volume
- Elsewhere: ship and watch the trend
- One hypothesis per test
03 Frameworks
How to choose where to start
Twenty techniques are a lot. These frameworks put them in order.
LIFT
Six factors: value proposition, relevance, clarity, anxiety, distraction, urgency.
PIE
Prioritise ideas by potential, importance and ease.
ICE
A quick score for many ideas: impact, confidence, ease.
Or let the audit set the order
EyeCaptain checks your page against these techniques and gives you only the ones that are missing, ranked by expected impact.
See which techniques your page is missing
EyeCaptain checks your page for these techniques and gives you only the missing ones. Pick a plan, or see a sample first.