Marketing Dictionary
Conversion Rate Optimization (CRO)
Definition
The process of increasing the percentage of website visitors who take a desired action.
Deep Dive
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who complete a desired action, without necessarily increasing the amount of traffic to the site. The primary goal of CRO is to maximize the value derived from existing website traffic by understanding how users behave, what prevents them from converting, and what encourages them to take the next step. It's a data-driven approach that combines qualitative and quantitative analysis to identify areas for improvement.
Examples & Use Cases
- 1An e-commerce site conducts A/B tests on two different checkout page designs to see which one results in more completed purchases.
- 2A SaaS company redesigns its free trial signup form, reducing the number of fields, and observes a 15% increase in sign-ups.
- 3A content publisher uses heatmaps to identify where users are clicking on an article page and then optimizes ad placements for higher engagement.
Related Terms
User Experience (UX)A/B TestingHeatmaps