It’s easy to waste time on cosmetic changes that don’t really impact your conversion rate.
The truth is the best CRO strategies are rooted in data – and validated through experimentation.
Let’s break down the strategies that consistently deliver meaningful, measurable results – and explain why they work.
A/B testing: data-driven decisions
A/B testing allows you to compare two versions of a page element – such as a headline, CTA, or form – to see which performs better.
It removes the guesswork from optimisation by letting real user behaviour guide your decisions. When done right, it can reveal surprising insights. Sometimes, what you think will work isn’t what your audience responds to.
What to test:
Headlines and subheadings
CTA text, colour, and placement
Page layout and imagery
Form length and field types
Page speed versus design trade-offs
Tip: Partner with a developer or CRO specialist to implement tests correctly – poorly set-up tests can produce false positives or muddy your data.
Case study: Daydot × RSPB
We used behavioural data and stakeholder workshops to uncover more than 70 insights across the user journey. The first A/B test alone resulted in:
£1.5m incremental revenue
5.6% uplift in conversions
300% projected ROI per test
This success wasn’t down to a single change – it came from layering insights, testing methodically, and acting on what the data revealed.
Heatmaps and session recordings
Heatmaps show where users click, scroll, and move on a page – giving you a visual representation of engagement.
Session recordings go one step further – they let you watch real user journeys in action. You can see where users hesitate, where they drop off, and how they interact with different page elements.
What you’ll learn:
Which areas draw attention – and which are ignored
Where friction points or confusion arise
How users flow through forms and CTAs
Used together, these tools offer invaluable qualitative insight to support your quantitative data.
Case study: Daydot × Shelter
Using heatmaps and usability testing, we quickly identified areas of friction on key donation pages.
The results:
14% uplift in donations
12% increase in earnings per click
726% ROI
These wins were driven by simple fixes: moving a key CTA, rewording a value proposition, and reducing visual clutter.
CTA placement and design
Your call-to-action is where conversion happens – and small changes can have a big impact.
Best practices:
Use action-oriented copy (‘Download now’ vs ‘Submit’)
Ensure strong colour contrast for visibility
Place CTAs above the fold, with repetition further down
Use microcopy to reinforce trust and remove doubt
Even subtle tweaks – like changing ‘Start’ to ‘Get my free guide’ – can make your offer feel more compelling and relevant.
Your takeaway
CRO isn’t just about changing colours or tweaking copy – it’s about deeply understanding your users and systematically removing the barriers that stop them from taking action.
By combining quantitative data (like A/B test results) with qualitative insights (like heatmaps and user feedback), you can make smarter decisions – and drive sustained performance improvements.
Want expert eyes on your landing pages?
Book your free CRO audit with Daydot today and find your next big win.