What is conversion rate optimization (CRO)?

Conversion rate optimization (CRO) is fundamentally about enhancing a website or landing page to encourage visitors to take specific desired actions, also known as conversions. These actions can include signing up for a newsletter, making a purchase, filling out a contact form, or any other engagement that aligns with a business's goals.

The process typically involves analyzing user behavior, conducting tests like A/B testing, and utilizing feedback to identify barriers that prevent visitors from completing these desired actions. By making strategic improvements—such as refining design, optimizing content, and simplifying navigation—businesses can effectively increase their conversion rates, leading to more successful outcomes from their existing traffic.

Traffic generation methods, product development, or cost reduction, while important elements of a marketing strategy, do not directly define what CRO is about. CRO is specifically focused on improving the efficiency and effectiveness of a website in converting visitors into customers or leads, making its definition and objectives distinctly different from those options.