Conversion Rate Optimization (CRO)

What is conversion rate optimization (CRO)?

Conversion rate optimization (CRO) is the exercise of increasing the number of website or mobile app users who perform a desired action. CRO aims to turn prospects into qualified leads through data gathering, user testing, and continuous optimization. 

Why does conversion rate optimization matter?

Good conversion rates aren’t good enough for a company that wants to scale. If you have an average conversion rate, you’re likely getting 2-5x lower conversion rates than the top performers in your industry. 

Telltale signs your conversion rate is suffering
  • You’re not sure what your conversion rate is. 
  • You don’t know what is and isn’t working.
  • You have too many disqualified leads.
  • You lack the expertise or capacity to test variants. 
  • You aren’t leveraging analytics or heat map data.
  • Your website is not being optimized for conversions.
How conversion rate optimization works 
Assess historical data and your current situation

Review past and present conversion rates and use heat mapping data to get the inside scoop on what users are doing on your website. This information is critical to creating an effective CRO strategy. 

Test key variants to see what performs best 

Using information from the assessment phase, conduct a series of targeted tests (typically A/B tests) to determine what drives more conversions. Tests can include changing the offer, clarifying messaging, adjusting the user flow, or initiating a remarketing campaign. 

Implement winning strategies 

Test and implement changes on your website. Even small tweaks (like CTA button colour, placement, or text) can lead to a significant increase in conversions.

Audit analytics regularly 

There are always more opportunities for your website to improve conversion rates. Routinely audit your heatmap data to inform further testing to provide your team with clear, data-backed recommendations. 

Related Terms

Brand Strategy

Brand strategy involves translating your technical offering into a clear value proposition and backing it up with a messaging framework and brand personality you can own.

Anchor Text

Otherwise known as link text, a link title, or a link label, anchor text can be described as clickable words or phrases within a hyperlink that connects two web pages.

Search Engine

Database tools that help users find content on the World Wide Web. Once a user enters a keyword or search query, search engines curate a list of the most relevant webpage URLs, images, or videos, known as the Search Engine Results Page (SERP).