Actionable Steps: CRO Tactics (A/B Tests, Personalization & More)

I hope you’re having a relaxing Sunday, and gearing up for some brunch. I’m a fan of avocado toast with poached eggs.

This month, I’m currently in Toronto (Canada) for work and some meetings I needed to attend here. If you don’t know, Toronto is like the New York of Canada - fast paced, work focused with the “work hard play hard” mentality.

By the way, if you’re looking for help with growth marketing, reach out and let’s chat.

Speaking of “work hard, play hard”, let’s get to business:

Today, I’m keeping it simple, straight forward to the point:

CONVERSION RATE OPTIMIZATION (CRO)

What is conversion rate optimization?

Well, firstly conversions are the percentage website visitors who complete a specific action. Things like:

• Book a Demo Call

• Fill out a Form

• Create an Account

• Download Application

CRO is the process of increasing the percentage of visitors who do take these actions.

Why is it CRO important?

Say you have a 1% conversion rate, with your conversion being “Download App”

10,000 people visit your website, and 100 people will download your application. (You can pull data like this from Analytics tools)

Now, let’s say you do some “magic” (after reading this playbook) and your conversion rate increases to 2%

10,000 visitors now means 200 people who pay and download your app. Your revenue just doubled.

How to Optimize and Increase Conversion Rates?

Now that you know you’re probably leaving money on the table, here’s 10 things you should look at to improve your overall conversions and get closer. 

I usually find my clients don’t think about these things..

#1. Call To Action

Optimize Your Key Touch-points

I can’t believe how many people forget to CTAs on their websites. Use strong, action-oriented CTAs and persuasive copy to guide users through the funnel.

Remember, A/B testing is your best friend here—experiment with placements, colors, and messaging to find what resonates best.

#2. Messaging & Copy

Personalization Drives Engagement

Your product’s unique value should be clear across every touchpoint. Tailor your messages to different user segments based on behavior and role. Personalized experiences aren’t just a trend—they’re a necessity. They make your users feel understood and significantly increase the chances of conversion.

As an example, selling B2B means having enterprise customers with unique pain points. You should be addressing your enterprise audience by making a unique landing page just for them.

#3. User Experience (UX) Optimization

Simplify, Simplify, Simplify

Less is more when it comes to forms and sign-ups. Reduce friction by minimizing fields and making the process as smooth as possible.

Progress indicators are a great way to keep users motivated, letting them know they’re just steps away from completing their sign-up.

#4. Session Replays & Heatmaps

Understand User Behavior

Dive into your site’s analytics with session replays and heatmaps. These tools provide invaluable insights into how users interact with your pages—especially those crucial demo booking and pricing pages.

You will literally see what people do on your website, where they click, what sections are engaging and when they leave…

#5. Customer Segmentation

Target the Right Audience

Segmenting your users based on behavior and demographics is key to delivering relevant messages. Focus your CRO strategy on the most promising segments to maximize conversions.

For instance, SaaS companies that effectively segment their users see higher conversion rates, with segments like founders, VPs, enterprise etc..

#6. Trial to Paid Conversion

Nurture with Onboarding Emails

Your work doesn’t stop after someone signs up for a trial. Use onboarding emails and in-app guidance to help users get the most out of their trial period. This keeps them engaged and increases the likelihood of them becoming paying customers.

Remember, the first step to increasing your conversion rate is engagement—once users are engaged, the likelihood of them converting from a trial to a paid subscription increases dramatically.

#7. Content & Resources

Educate & Empower Your Users

Provide educational content that addresses user pain points. Case studies, webinars, and FAQs should be easily accessible to help users make informed decisions.

This will build trust and authority, which will increase conversions.

#8. Test, Measure & Iterate

Continuous Improvement is Key

Keep testing different elements of your site and user flows. Use data-driven decisions to guide your optimizations and ensure that every change you make has a positive impact on conversions.

#9. Renewal & Upsell Strategies

Keep Customers Coming Back

Don’t just focus on acquiring new customers — invest in keeping your existing ones happy. Use personalized communication to highlight the additional features and benefits of upgrading or renewing.

Studies show that it costs five times more to acquire a new customer than to retain an existing one, so getting users to renew is key.

#10. Personalization & Behavioral Triggers

Automate & Personalize

Set up automated triggers based on user behavior to encourage conversions. Use dynamic content to create a more personalized experience and keep users engaged throughout their journey.

Now you know 10 things you need to be considering if you want to increase conversion rates and your bottom line revenue.

Now, if you just read this and don’t know where to start - 2, 4 and 5 are extremely important. Tackle these ASAP!

If you need help implementing these tactics or want to discuss how they can be tailored to your specific needs - we can do this for you! Reach out to my team here to apply.

My team and I help scale tech companies and growing startups with our growth marketing services.

Vendor of the Week

All of my websites, from Roveir and RIS3 to Harsh Kang and client projects—are built using Webflow. This no-code tool lets you design and develop professional, responsive websites without needing to write a single line of code. It's easy to use once you get the hang of it and offers full creative control.

If you're looking to streamline your web development process, I highly recommend checking out Webflow. It’s been a game-changer for us.

That’s it for this time

I’m hoping this inspires you to take the next step to improve your conversion rate.

That’s it for now, I’m going to find a brunch spot - I need some food. I’ll see you back here 2 Sundays from now.

Remember, if you have a questions around CRO or growth marketing related, you can email me here.

Best,

Harsh 🤠

Founder at Roveir & RIS3 Studio

LinkedIn
Twitter
Instagram

Make sure to send me DM so I can follow you back

Remember, I also have a referral program where you can get Apple Products: