What is conversion rate optimization?

Conversion rate optimization (CRO) is a strategic process aimed at increasing the percentage of website visitors who complete a desired action, such as making a purchase or signing up for a newsletter, by understanding user behavior and optimizing web page elements to enhance the user experience. This approach involves more than just tracking metrics; it requires learning about customers’ wants and behaviors to improve web pages, journeys, and user experiences. The goal is to convert website traffic into meaningful engagement and actions, rather than just attracting visitors. CRO is different from search engine optimization (SEO), which focuses on attracting visitors through better search engine rankings, while CRO works on converting those visitors once they are on the site. Effective CRO strategies include understanding customer behavior, using A/B testing, and implementing personalized content to elevate online presence and drive business objectives.