Optimise your conversion rate using data

AI Overviews were launched by Google in May 2024. These AI summaries offer a complete and personalised answer directly on the results page, above the traditional blue links.

An innovation with a double edge for brands. When listed among the sources cited by the AI, their visibility increases. However, according to a study by Ahrefs, the click-through rate on traditional top organic results drops by 34.5% when an AI overview is present.

At the same time, advertising costs have been rising steadily in recent years. In this context, attracting traffic is no longer enough: you must be able to convert every visit.

👉 What actions should you take to optimise your conversion rate? Discover the most effective techniques and the decisive impact of data to boost your performance. 🚀

CRO applies across all sectors. A conversion can take different forms depending on the business and the channel, for example:

The formula is simple:

Let’s say 1,000 visitors view your page. Of those, 25 complete the desired action. The conversion rate is (25 / 1,000) x 100 = 2.5%

Even a slight improvement in this rate can have a direct impact on your revenue. That’s the whole point of a well-executed CRO strategy.

Acquisition costs have significantly increased in recent years. Every visit to your site or app matters! It’s no longer just about attracting users but about converting them into customers, leads, or active users.

A strong conversion strategy eliminates friction points, streamlines journeys, and makes interactions smoother. It allows you to grow revenue without increasing spend on acquisition.

This approach is not exclusive to e-commerce. In B2B, a higher conversion rate means more qualified leads and more business opportunities.

In retail, CRO relies on a deep understanding of your users. By leveraging your first-party data, you can adjust journeys and experiences to better meet customer expectations.

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A CRO approach involves several steps. Once your main conversions are defined, it's time to analyse and test your hypotheses.

The first factor in conversion is the user experience (UX). A slow site with poor navigation or non-mobile-friendly design discourages visitors.

Unlikely they’ll complete a purchase or fill in a form.

Key elements to monitor:

Main tools to get insights and identify areas for improvement:

The goal here is to validate what truly works. An A/B test randomly presents two versions of a page or message to identify which one converts better.

Common examples: changing a call-to-action (CTA) button, altering a banner, updating an icon style, or reordering a form.

Each test should be based on a clearly defined hypothesis. If you believe a new visual could increase the click-through rate (CTR), try it.

Optimizely, AB Tasty, or Kameleoon are tools to run these tests. For meaningful results, only change one element at a time and wait for statistically significant data.

As regular readers of our blog know: to optimise your conversions, it’s essential to deliver tailored experiences to each profile.

A new visitor, a loyal customer, or an inactive user won’t have the same expectations. With accurate segmentation, you can personalise the message, timing, and communication channel.

Data plays a central role in this large-scale personalisation.

💡 DinMo’s Customer Data Platform lets you build dynamic, no-code segments and activate them across your marketing stack to drive high-converting experiences.

When discussing conversion rate optimisation, we often think about websites. But conversion optimisation goes far beyond your site.

Email, mobile apps, social media, CRM… Every customer touchpoint is an opportunity to increase your marketing effectiveness.

This is the essence of an omnichannel CRO strategy: delivering a coherent and seamless experience across the entire user journey.

Take the example of a CRM scenario. An upsell campaign can double its click-through rate if well-targeted, sent at the right time, and via the appropriate channel.

The same goes for a push notification post-onboarding or an abandoned cart reminder. As for social media, they represent a powerful lever for increasing conversion on your landing pages.

By combining behavioural signals (browsing, purchase history, email engagement), a Customer Data Platform enables highly tailored scenarios.

With a deeper understanding of users, your campaigns become more relevant and convert better.

A Customer Data Platform strengthens your ability to optimise conversions across all channels by relying on unified customer profiles.

A CDP unifies data from multiple sources: website, app, emails, in-store transactions, etc. This 360° view of the user journey lets you identify and remove barriers to conversion.

With the gradual disappearance of third-party cookies, it’s essential to leverage your first-party data. This proprietary data is valuable: it helps you understand user behaviour, detect intent signals, and personalise the customer experience.

With automatically updated segments, adjust your campaigns based on customer profiles: purchase recency, visit frequency, or engagement level.

This might involve tailoring communication based on the conversion journey stage. For instance, a cold lead in B2B should not receive the same message as a VIP customer.

💡 With DinMo, these segments are built no-code, directly from your data warehouse, then activated across your CRM, email, or advertising tools.

A CRO strategy isn’t just about short-term goals like clicks or immediate purchases. It’s about maximising customer lifetime value (CLV).

DinMo helps improve LTV and extends the impact of your marketing well beyond the first conversion: reducing the churn rate, re-engaging inactive customers, or suggesting the next best offer. Our CDP helps you optimise your conversions for both acquisition and loyalty. 

Conversion Rate Optimisation is far more than a one-off adjustment. It’s a long-term lever to improve your marketing performance.

It’s a predictive, data-driven strategy that delivers a better experience.

👉 With DinMo, you turn your data into concrete actions to optimise every stage of the journey. Discover how our composable CDP helps you boost your conversions.