Clicks are easy to get. Conversions? Not so much. That’s where Conversion Rate Optimisation (CRO) comes in – the often-overlooked but business-critical process that transforms website traffic into revenue. CRO turns browsers into buyers, clicks into customers, and visits into value. And while A/B testing often takes centre stage in CRO conversations, there’s much more to the story.
If your business is ready to evolve from basic testing to bold optimisation, it’s time to explore advanced CRO strategies beyond the usual suspects. Whether you’re working with a CRO agency, an internal team or exploring new digital paths, the following strategies can help unlock next-level performance.
First, A Quick Refresher | What is A/B Testing?
A/B testing is a simple yet powerful method of comparing two versions of a web page, ad, or element (like a CTA button) to see which performs better. Half your users see version A, the other half see version B, and the version that converts better wins.
It’s a solid starting point for CRO – but if you stop here, you might miss out on the bigger picture.
Advanced CRO agencies focus less on changing button colours or tweaking headlines. Let’s explore the more advanced tactics that we use for our clients to drive actual business growth:
#1 Behavioural Analytics: Understand the ‘Why’
Tools like Google Analytics 4 (GA4) and Crazy Egg offer a window into user behaviour. Instead of guessing where users drop off, helpful analytics tools show heatmaps, scroll depth, click paths, and session recordings.
Practical tip:
Use behavioural insights to answer key questions:
- Are users rage-clicking or hovering without taking action?
- Are mobile visitors scrolling far enough to see your primary CTA?
- Is there a specific form field where users bounce?
This data reveals friction points that A/B testing alone might miss, allowing for more meaningful changes.
#2 Personalisation | One Size Doesn’t Fit All
Today’s consumers expect tailored experiences. By using audience segmentation and personalisation, your site or campaign can adapt in real-time based on user behaviour, location, traffic source, or even previous purchases.
Practical tip:
Show returning visitors a different homepage banner than first-timers. Offer location-specific messages (especially targeting a market like Johannesburg). Personalised UX = higher engagement and conversions.
#3 Conversion Copywriting | Words That Work
CRO isn’t just about design. Words matter. High-converting copy taps into psychology, neuromarketing, urgency, clarity, and customer value.
Practical tip:
Test headlines that highlight benefits over features. For example, “Get Faster Delivery with Our Same-Day Shipping” might perform better than “Shipping Details.”
Tools like Grammarly can simplify and sharpen your message. A good CRO agency will include copy audits as part of its optimisation roadmap.
#4 Speed and UX Optimisation | Performance is Key
Even a two-second delay in load time can lead to significant conversion drops. Technical CRO agencies focus on improving site speed, reducing friction, and creating a mobile-first experience.
Practical tip:
Run your site through Google PageSpeed Insights and Core Web Vitals tools. Make sure CTAs are thumb-friendly on mobile, and never underestimate the power of whitespace for readability and visual flow.
#5 Multi-Page Funnel Optimisation | Think Holistically
Instead of focusing on a single landing page, examine the entire customer journey – from ad click to checkout. Often, bottlenecks lie not on the landing page but in the steps that follow.
Practical tip:
Use GA4 funnel reports to identify where users drop off. Are they ‘adding to cart’ but ‘abandoning cart’ on the payment page? Are your lead forms too long or too soon in the funnel?
Optimising the full funnel ensures each touchpoint drives momentum, not drop-off.
#6 Test Hypotheses, Not Just Elements
Don’t just test randomly. Use a structured, hypothesis-driven approach. For example:
Bad test:
“Let’s try a red CTA button.”
Better test:
“Changing the CTA colour to red will increase urgency and clicks because it draws attention and contrasts with our blue design.”
Practical tip:
Each test should be rooted in user behaviour data and business goals. To gain a deeper understanding, track not only conversion rates but also micro-conversions (like clicks, time on page, or scroll depth).
#7 Leverage AI and Predictive Analytics
Forward-thinking CRO agencies now integrate AI tools to predict user behaviour, recommend content, and generate smart product recommendations.
This tech is handy for eCommerce, where product discovery impacts conversion.
Practical tip:
Experiment with dynamic product recommendations or AI-driven chatbots that guide users toward conversion. The former adapts in real-time to each user’s browsing behaviour and preferences, and the latter provides personalised assistance, answering questions and guiding potential customers through the buying journey.
Why CRO Is a Long Game – And Why It’s Worth It
Conversion optimisation isn’t a once-off project. It’s an ongoing, evolving process of understanding your users, testing meaningful hypotheses, and refining the experience. And while A/B testing for digital marketing plays a valuable role, the real power comes from thinking strategically and executing systematically.
That’s where working with the right partners makes a difference.
Ready to Think Beyond the Basics?
At Prebo Digital, we go beyond button colour tests. As a performance marketing agency in Johannesburg, our team combines advanced analytics, creative UX, neuroscience and deep technical expertise to deliver CRO strategies that align with your growth goals.
Whether you’re scaling your eCommerce site, looking to convert more leads, or want to understand your customers better, our approach is always transparent, tailored, and grounded in experience.
If you’re searching for a trusted CRO agency that acts as a true growth partner, we’re here to help.
Looking to unlock better conversions?
Let’s explore what’s possible when data, creativity, and strategy come together.
