What is CRO?

The AWA Periodic Table of Conversion Rate Optimisation Success Factors

Periodic Table CRO Success Factors

Conversion Rate Optimisation – or CRO – may seem like a dark art if you’ve never experienced it first-hand. Ecommerce companies who embrace CRO claim to get stellar results and ever increasing online sales.

CRO overview – the first step to success

If you’d like to replicate their achievements, then the first step is to understand the CRO process as a whole. To help with that, we’ve created this infographic which gives an overview of all the key elements involved in successful CRO, designed like the well-known periodic table for chemical elements.

How to use the table

Each factor has been given a weighting to indicate its relative importance in the CRO process. We’ve also noted accelerators that can improve your chances of success and negatives that that can hinder it.

Each sub-group has a number of tiles which represent individual elements within that part of the process. Each tile has a title, with a two-letter abbreviation for easy identification, similar to the traditional periodic table you may remember from school.  At the outer edge of the table you’ll find a short description of each element.

Successful CRO

In addition, each tile has a weighting in the top right hand corner. Successful CRO comes from a combination of different factors, some more important than others. This weighting is our attempt to indicate which factors are most critical; the higher the number, the more important it is, based on our experience.

Turbo charge your CRO process

CRO is a process. Getting great results is not just what you do, it’s also how you do it. Attitudes and culture can improve your CRO success rate or hinder it. Being aware of the accelerators and inhibitors allows you to alter your approach to wring the maximum benefits from your CRO programme.


See each chapter below to find out more about each section of the table.

Chapter 1: Research & Analysis

Chapter 2: Execution

Chapter 3: Negatives

Chapter 4: Accelerators


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What to
do next…

1. Download free CRO resources

Access our helpful free guides on all aspects of CRO from the mysteries of Universal Analytics, to web copy, usability, split testing and more. Or sign up for our 11 helpful tips; two weeks of CRO golden nuggets, sent straight to your inbox.

2. Buy ‘E-commerce Website Optimization’ 

Amazon business book, co-written by AWA’s CEO and COO, Dan Croxen-John and Johann van Tonder. Buy on Amazon

3. Call us and ask how we would optimise your site

What help do you need? A little extra resource to help your team code up split tests faster, or make sense of analytics? Or a full service optimisation agency, able to handle international websites? Just call 020 7887 2695 and ask for a quote.