What is Conversion rate optimization? (CRO)

Conversion rate optimization (CRO) is the process of increasing the conversion rates for your website. A conversion, in this sense, is the desired user action that you want visitors to take on your site — typically something like signing up for a mailing list or making a purchase.

The whole point of conversion rate optimization is to increase users who complete your conversion goal. Your conversion goal could be one specific conversion, such as product purchases, or it could be multiple conversions, such as signups plus email newsletter opt-ins.

How do you know if your CRO efforts are paying off? You measure them! You can track conversion goals using Google Analytics, and there are several conversion rate optimization tools out there that you can integrate into your Google Analytics conversion goals. If you’re having a conversion problem, don’t start optimizing conversion rates before finding out where the conversion problem lies — if it’s not an issue with conversion rate optimization.

Conversion rate optimization is one of the best ways to improve your website’s conversion rates, and therefore its revenue. Conversion rate optimization isn’t limited to ecommerce websites; it works on any site.