What is conversion rate optimization (CRO)?

Conversion rate optimization (CRO) is fundamentally about increasing the percentage of visitors who engage in a desired action on a website. This desired action could vary widely depending on the website's objectives; it might involve making a purchase, signing up for a newsletter, filling out a contact form, or any other action that is valuable to the business.

The core focus of CRO is to understand user behavior, analyze metrics, and implement changes that lead to an increase in conversions. This may involve A/B testing different elements on a webpage, fine-tuning calls-to-action, optimizing content, and ensuring a seamless user experience. By systematically identifying barriers to conversion and making data-driven adjustments, organizations can significantly improve their conversion rates, ultimately driving more revenue and engagement.

While decreasing bounce rates, improving website load speed, and enhancing visual design are all important aspects of website management, they do not encapsulate the full scope of CRO, which is exclusively centered on boosting the effectiveness of the website in converting visitors into customers or leads. Thus, the focus on performing the desired action is crucial for understanding what CRO truly involves.