Conversion Rate Optimization
Systematic testing and improvement of website elements to increase conversions.
Definition
Conversion Rate Optimization (CRO) is the practice of systematically improving website performance through testing, analysis, and iterative changes. CRO identifies friction points in user journeys, hypothesizes solutions, tests variations, and implements winners.
Beyond simple A/B testing, mature CRO programs combine quantitative analysis (analytics, testing) with qualitative research (user interviews, session recordings) to understand why visitors convert or abandon, not just where.
Why It Matters
Improving conversion rates multiplies the value of existing traffic, often delivering better ROI than acquiring additional visitors. A 10% conversion improvement effectively equals 10% more traffic at no acquisition cost.
CRO provides the testing framework for continuous improvement, replacing opinion-based website decisions with data-driven iteration.
Examples in Practice
CRO testing revealed that removing a form field increased completion rates 25%, generating more leads from the same traffic with no additional marketing spend.
Analysis showed mobile conversion rates significantly lagged desktop, leading to a mobile-specific optimization program that closed the gap and increased overall conversions 18%.
A CRO program identified that visitors who watched product videos converted at 3x the rate of non-viewers, leading to video prominence changes across the site.