E-Commerce Dictionary
Conversion Rate Optimization (CRO)
Definition
The systematic process of increasing the percentage of website visitors who take a desired action.
Deep Dive
Conversion Rate Optimization (CRO) is a systematic process aimed at increasing the percentage of website visitors who complete a desired action, without necessarily increasing the amount of traffic to the site. It focuses on understanding how users behave on a website, what prevents them from converting, and then implementing changes to make the conversion process more efficient and appealing. This involves a data-driven approach, often utilizing tools like A/B testing, heatmaps, user surveys, and analytics to identify friction points and areas for improvement in the user journey.
Examples & Use Cases
- 1A/B testing two different versions of a landing page headline to see which generates more sign-ups
- 2Redesigning a checkout page to simplify the form fields and reduce cart abandonment
- 3Optimizing the placement and color of a "Buy Now" button to increase click-through rates
Related Terms
A/B TestingUser Experience (UX)Marketing Funnel