Conversion rate optimisation (CRO) is the practice of improving the percentage of visitors to a website who take a desired action. This desired action could be anything from making a purchase, to signing up for a newsletter, to downloading a white paper.
There are many factors that can influence a website’s conversion rate, from the design and layout of the site to the wording of the call to action. CRO is all about testing different elements of a website and measuring the effect that these changes have on conversion rates.