10 CRO tactics every marketer should be using in 2025

Conversion rate optimisation (CRO) is more than just tweaking landing pages or running A/B test. Actually, CRO is a strategic, data-driven discipline that can make or break digital success. In 2025, as consumer expectations rise and privacy regulations evolve, businesses must embrace new, innovative CRO tactics to stay competitive.

At Code, a leading design & technology design and technology agency in Manchester, we specialise in crafting high-impact experiences that drive engagement, increase conversions, and enhance customer experience (CX). In this blog, we’ll explore ten essential CRO tactics for 2025, highlighting emerging trends, best practices, and expert insights.

Let’s dive in!

1. AI-powered personalisation

AI and machine learning have transformed how businesses engage with customers, making real-time, personalised experiences the new standard.

• AI-powered algorithms analyse user behaviour, purchase history, and intent signals to serve dynamic content, product recommendations, and tailored CTAs
• Brands using AI-driven personalisation see higher engagement rates, lower bounce rates, and increased conversion rates
• A notable case study showcasing significant CRO improvements through AI-driven personalisation is that of OddBalls, a leading UK underwear brand. OddBalls implemented an AI-powered tool called AI Wishlist to enhance their e-commerce personalisation strategy

Many businesses focus on personalising content for first-time visitors, but AI can also be used to re-engage returning customers by recognising intent signals and tailoring the journey accordingly.

2. First-party data & privacy-first CRO strategies

With third-party cookies now becoming obsolete, brands must rethink their data collection and personalisation tactics.

• First-party data (collected directly from customers) is now the foundation for high-impact CRO strategies
• Businesses must invest in transparent consent-based tracking, zero-party data collection (customer surveys, quizzes, and preference centres), and predictive analytics
• Compliance with GDPR and evolving privacy regulations will be essential

Many brands fail to leverage zero-party data effectively—consider interactive tools like preference selectors and chatbot-based profiling to collect valuable insights while enhancing CX.

3. Hyper-personalised landing pages

A one-size-fits-all landing page no longer works in 2025. Dynamic, hyper-personalised landing pages based on real-time data drive higher engagement and conversions.

• Dynamically generated landing pages adjust headlines, visuals, and CTAs based on a user's location, browsing history, and previous interactions
• AI-driven predictive content ensures that visitors see the most relevant messaging and offers
• A compelling case study showcasing increased conversion rates through personalised landing pages is that of ACT Fibernet, a leading broadband internet service provider in India. ACT Fibernet customised a landing page content for visitors from different cities using Fibr.ai which resulted in customer acquisition, overall conversion rates, and higher conversions specifically on CTA buttons

Emotional targeting is a lesser-known but powerful CRO technique—brands can personalise content not just based on behaviour but also on emotional triggers detected through AI.

4. Advanced A/B testing & multivariate testing

Traditional A/B testing has its limits—2025 calls for AI-powered multivariate testing that analyses multiple variables at once.

• AI-driven testing platforms automatically identify winning combinations of headlines, images, CTAs, and form fields
• Brands can now run real-time adaptive tests, adjusting elements dynamically based on visitor segments
• “Since we build rapid prototypes quite often, using AI has helped us code A/B tests faster and without bugs. We're able to produce rapid prototypes quickly, increasing our testing volume and rapidly validating hypotheses” - Jon MacDonald, CEO of The Good

Many brands only test macro elements like headlines or layouts, but micro tests (e.g., button hover effects, subtle colour shifts, and animation speed) can subtly influence conversions.

5. Customer journey mapping & behavioural analytics

Understanding why users drop off is key to fixing conversion bottlenecks. Customer journey mapping is crucial for understanding and improving CX.

• Heatmaps, session recordings, and funnel analysis help businesses pinpoint UX friction points
• Predictive analytics can detect user hesitation before they abandon a page
• Optimising the micro-moments of decision-making (e.g., trust-building before checkout) is crucial

Most brands only analyse conversion data—but layering in qualitative insights from surveys and usability tests can uncover hidden pain points.

6. Frictionless checkout & payment optimisation

A slow or complicated checkout process kills conversions.

• Implementing one-click checkout, digital wallets, and "buy now, pay later" options can reduce friction
• AI-driven checkout personalisation (e.g., dynamic shipping options based on user behaviour) can increase completion rates
• White Stuff, a popular retail clothing brand founded in 1985, has grown to over a hundred stores in the UK and Germany. The brand aimed to enhance customer experience by reducing friction in the checkout process

Many brands focus on reducing steps in checkout, but pre-filling forms using AI and context-aware payment suggestions can further streamline the process. The most significant change was transitioning from a three-page checkout to a one-page checkout, resulting in an overall conversion rate increase of thirty seven %.

7. Conversion-focused UX & micro interactions

Microinteractions subtly guide user behaviour and increase engagement.

• Smart CTAs, hover effects, and progress indicators keep users engaged
• Behavioural design psychology (e.g., loss aversion techniques, urgency indicators) can drive conversions
• In 2010, Dave Brailsford - British Sports Coach, faced a tough job. No British cyclist had ever won the Tour de France, but as the new General Manager and Performance Director for Team Sky (Great Britain’s professional cycling team), Brailsford was asked to change that. Brailsford believed in a concept that he referred to as the “Aggregation of marginal gains.” He explained it as “The 1% margin for improvement in everything you do.” We believe that taking this concept into UX and content design is equally as important, and creating micro interactions to improve a consumer’s experience by even 1% can demonstrate such huge gains for a brand

UX improvements should prioritise accessibility—small enhancements like adaptive contrast adjustments for visually impaired users can significantly boost conversions.

8. Voice & visual search optimisation

As voice and visual search grow, CRO strategies must evolve.

• Optimising for conversational search queries and AI-generated responses is critical
• Visual search tools (e.g., Google Lens) mean users expect image-based shopping and navigation
• Brands that fail to optimise for multimodal search risk losing traffic

Voice search behaviour is intent-driven—businesses should focus on question-based content and natural language CTAs to capture these high-intent users. Twenty-seven % of the global population is already using voice search on mobile devices, and the image recognition market, valued at USD 45.6 billion in 2023, is poised for substantial growth, with projections reaching USD 165.2 billion by 2032.

9. Social proof & trust signals

Trust is a major conversion driver in 2025.

• Live social proof notifications, trust badges, and case studies increase credibility
• AI-powered review analysis helps businesses highlight the most persuasive testimonials
• Many consumers in our digital-first world are more than capable of now recognising automatically certain trust signals and this almost always has an affect on whether they decide to buy from yourself, or from a competitor. Some of these statistics prove that this is the case:
  • Ninety-eight % of consumers can identify at least one type of trust signal that increases their likelihood to make a purchase
  • Sixty-six % of customers say the presence of social proof increases their likelihood to purchase a product
  • Eighty-eight % of consumers trust user reviews as much as personal recommendations

Scarcity and exclusivity signals (e.g., "Only five left in stock!") can also increase perceived value and urgency, boosting conversions significantly.

10. Mobile-first & core web vitals optimisation

Google’s Core Web Vitals and mobile-first indexing continue to impact CRO.

• Faster load times, optimised interactivity, and stable visuals lead to lower bounce rates and higher engagement
• Mobile-first experiences must prioritise tap-friendly navigation, fast-loading media, and instant checkout
• “Fifty nine % of customers are willing to pay more for a great experience.” - Deloitte, Milliseconds Make Millions

Mobile UX should be gesture-optimised—swipe-based navigation improves engagement compared to traditional click-based interactions.

The role of a CRO agency in driving results

At Code, a specialist CRO agency in Manchester, we help brands implement these cutting-edge CRO tactics through a data-driven, customer-first approach.

• Our team leverages AI-powered testing, UX research, and behavioural insights to create breakthrough digital experiences
• We work with brands to optimise every touchpoint, ensuring higher conversion rates and long-term growth

The CRO landscape in 2025 is defined by AI-driven personalisation, data privacy, UX optimisation, and emerging search trends.

Want to improve your conversion rates? Contact Code, the leading CRO agency in Manchester, to future-proof your digital experience today.

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