Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is a process for enhancing a website to increase the number of prospects that become leads or carry out a desired action on the website (e.g., purchasing a product, clicking an ‘add to cart’ button, or filling out a form.)

Conversion rate optimization is generally achieved by making improvements to UI, UX, design, and content and then carrying out testing and ongoing analysis to ensure that it’s resulting in qualified leads and lending improvements to metrics like revenue and customer acquisition costs.

Essentially, the conversion rate optimization process involves building an understanding of how users move through your website, the actions that they take, and what pain points are stopping them from carrying out the desired action, such as slow loading times, confusing UI, and bad content.