Web Conversion Rate Optimization (CRO) is the process of improving your website to increase the percentage of visitors who take a desired action—like signing up for a newsletter, requesting a demo, or making a purchase. It involves analyzing user behavior, testing different design elements, and refining messaging to make the path to conversion as smooth as possible.
By continuously optimizing your site, you reduce friction and boost the effectiveness of your marketing efforts, turning more visitors into leads or customers without necessarily increasing traffic.
Example:
An online software company tests two versions of its pricing page—one with simpler language and clearer call-to-action buttons—and finds that the new design increases sign-ups by 15%, improving overall revenue.