Strategy
Conversion Rate Optimization (CRO)
Increasing the share of visitors who take a step that matters to the business, such as buying or sending an inquiry, by finding and fixing what stops them.
CRO gets more value from the traffic you already have. To take an illustration, a page that turns 2 percent of its visitors into inquiries and is improved to 3 percent produces half as many inquiries again from the same traffic, with no extra spend on ads or SEO.
Visitors usually leave for familiar reasons: pages that are slow or jump around, a next step that is hard to find, too little evidence that the business can deliver, and forms or checkouts that ask for more than they need. Good CRO starts from evidence, such as analytics, session recordings and the questions customers actually ask, and uses controlled A/B tests only where there is enough traffic to give a reliable answer.
Fix the obvious problems first (broken forms, slow pages, unclear calls to action) before testing smaller details. Our guide to the technical foundations of CRO goes further.
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